Digital B2B & D2C Opps: Stride taps CMO amid spend increases (Score 62)

Sales lead: Start reaching out to the new CMO now to be top-of-mind. 

  • Stride hired Lee Hurley as CMO, effective September 2022.
  • Hurley joins Stride from Northwestern Mutual, where she served as CMO for close to six years. 
  • She will now handle brand & product marketing, acquisition, communications, and content. 

Stride's target demographic: Millennials & businesses 

Stride is likely to:

  • Continue increasing digital spend
  • Invest in additional channels such as national TV
  • Seek agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: Stride spent around $74.7k on digital display ads YTD after it did not allocate any budget toward the channel during the same time period of 2021. 
  • YTD data: 9.6m impressions via Facebook (54%) and Instagram (46%). 
  • Last year: Full-year spend increased by 32% from $147.3k in 2020 to $194.4k in 2021. 
  • Ad location: It placed 100% of these ads directly onto and 

Agency analysis:

  • Opportunity: New CMOs commonly outsource some of their duties to agency partners. 
  • Stride does not work with any agencies at this time.
  • I recommend offering PR/communication assistance.
  • Focus your pitches on helping this company build brand awareness. 

Insight Sources: Digital spend insights estimated by Pathmatics