Strava appoints CMO after ramping spend up in 2021 (Score 52)

Strava hired Zipporah Allen as CMO, effective March 2022. Allen most recently served as chief digital officer at Taco Bell. She also brings CMO experience from her time leading marketing for Pizza Hut. In her new role, Allen will manage all of Strava's marketing and communication functions. Strava is a mobile app for runners and cyclists that allows users to track their workouts and share with their friends. 

According to Pathmatics, Strava earned 538.3k impressions YTD through Facebook ads. It placed 100% of these ads site direct onto facebook.com. It spent around $4.9k on digital display ads YTD, just 3% of the $145.6k spent in this channel during the same time period of 2021. Full-year spend skyrocketed from $2.5k in 2020 to $362.9k in 2021. 

Sellers-- Strava's app most likely appeals to Gen-Z and millennial fitness enthusiasts. It targets these demographics through digital display ads, and it placed all of its digital ads so far this year directly onto Facebook. The company also placed ads directly onto Reddit in 2021, which is very popular among Gen-Z and millennials. Strava started ramping spend up in 2021, but YTD spend is drastically lower than the amount it spent during the same time period of 2021. I predict the new CMO will start increasing spend soon, so start reaching out to offer ad space. 

Agency & martech readers-- Strava is not currently working with any agency partners to the best of my knowledge. As you know, new CMOs commonly outsource some of their duties to an agency partner. Start contacting Allen soon in order to be top-of-mind. I recommend readers offer PR/communication assistance, and to focus your pitches on helping Strava build brand awareness.