Smith Optics hires marketing leader amid spend increases (Score 50)

Smith Optics (SO) named Taryn Ryan global marketing head in January 2022. Ryan most recently served as the senior global brand manager at Oakley. In her new role, Ryan will manage marketing, communications, PR and trade merchandising. This includes wholesale, retail and digital channels. Ryan will report to president and global GM Francesco Rinaldi Ceroni. 

According to Pathmatics, SO earned 18.9m impressions in 2021 through Instagram ads (75%), desktop video ads (22%) and desktop display ads (2%). It placed 100% of these ads site direct onto sites such as instagram.com, youtube.com and gearpatrol.com. It spent approximately $203.7k on digital display ads in 2021, a 56% increase from $130.4k spent in this channel during 2020. It spent about $21.8k in this channel YTD, a slight 4% decrease from $22.8k spent during the same time period of 2021. 

Sellers-- SO seems to be targeting Gen-Z and millennials. It has a digital-first marketing strategy, and it places a high percentage of these ads directly onto Instagram, which is very popular among its target audience. SO has also increased spend in 2021; although, YTD spend is down compared to the same time period of 2021. I predict the new marketing head will increase spend once she has time to implement her strategies. Start reaching out to offer ad space. 

Agency & martech readers-- Our researchers are working to confirm any possible agency relationships this company may have. Ryan may decide to outsource some of her new duties, so start contacting her soon to be top-of-mind. I recommend offering PR/communication services, and to focus your pitches on helping SO build brand awareness.