Digital Parents Opps: Little Gym hires marketing DM (Score 50)

The Little Gym (TLG) hired Jamie Eslinger as SVP of marketing & integration in March 2022. Eslinger spent the last four years at PartyLite, where she served as the marketing director before being promoted to head of NA. This hire could lead to spend shifts and possibly agency appointments, so keep TLG on your radar. 

According to Pathmatics, TLG earned 8.8m impressions in 2021 through desktop display ads (65%), Facebook ads (28%) and mobile display ads (7%). It placed the majority (93%) of these ads directly onto sites such as youtube.com, facebook.com and sohh.com. It placed the remainder (7%) indirectly through Google AdX+AdSense onto sites such as urbandictionary.com, yahoo.com, legacy.com, littlethings.com and cracked.com. It spent around $27.7k on digital display ads in 2021, a significant increase from $3.1k spent in this channel during 2020. It spent less than $100 in this channel so far this year. 

Sellers-- TLG targets millennial parents through digital display ads. It increased spend in 2021, but it has not allocated any budget towards digital ads so far this year. I predict the new SVP will ramp spend up soon as she has time to assemble a game plan. Get in touch for more information so that you can offer relevant ad space. 

Agency & martech readers-- To the best of my knowledge, TLG is not currently working with any agency partners. Start contacting Eslinger soon to see if she plans on outsourcing any of her new duties. I recommend offering PR/communication assistance and to focus your pitches on helping this company build brand awareness.