Digital Pet-Parent Opps: PetHonesty hires CMO & CEO (Score 55)

PetHonesty (PH) hired Eric Dahmer as CMO in January 2022. Dahmer spent the last six years at Nature's Way, where he was a VP and head of marketing. This closely follows the February hiring of CEO Richard Greenberg, who joins from Sovos Brands, where he served as chief commercial officer. PetHonesty offers a variety of pet wellness products to help with digestion, skin & coat, anxiety, allergies and joints. This company is growing and with these recent hires, it looks like a great opportunity for both sellers and agency readers. 

According to Pathmatics, PetHonesty earned 14.5m impressions YTD through Instagram ads that it placed directly onto instagram.com. It spent about $113.4k on digital display ads  YTD, just 18% of the $629.7k spent in this channel during the same time period of 2021. Full-year spend skyrocketed from $276k in 2020 to $1.5m in 2021. 

Sellers-- PetHonesty appears to be targeting Gen-Z and millennial pet-parents, considering it has placed all of its ads directly onto Instagram this year. I believe the company is still experimenting with its marketing budget because it started increasing spend in 2021, but YTD spend is much lower than the amount it spent during the same time period of last year. The new CMO may decide to invest in additional channels as well, so start contacting Dahmer soon for more information. 

Agency & martech readers-- Our researchers are working to confirm any possible agency relationships PH may have. As you know, a CMO hire is one of the primary signs that a company may review its agency roster. I advise readers to get in touch soon in order to be top-of-mind with Dahmer. You might have the best luck by offering PR/communication assistance and focusing your pitches on helping this company build brand awareness.