Female Gen-X & Millennial Digital Opps: Diptyque hires first-ever CMO amid spend increases (Score 74)

Sales lead: This company signals it is more committed to marking going forward by hiring its first CMO. 

  • Diptyque Americas named Jessie Dawes its first-ever CMO in February 2023.
  • Dawes most recently served as integrated marketing strategy & consumer engagement VP of Shiseido. 
  • She is responsible for marketing, PR, communications, social, influencers, and CRM. 

Additional recent hires:

  • Andrea Costa joined as trade marketing manager in September 2022.
    • Costa most recently served as assistant brand manager at Coty.
  • Sarah Duda joined as senior digital marketing manager in November 2022.
    • Duda most recently served as customer engagement manager of Clinique. 

Diptyque's target demographic: Millennial & Gen-X women

The company will likely: 

  • Continue increasing digital spend
  • Diversify ad placement
  • Seek agency assistance

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

  • YTD spend: Diptyque spent around $184.5k on digital display ads YTD, a 59% increase from $116k spent in this channel during the same time period of 2022. 
  • YTD data: 24.1m impressions via Facebook (50%), Instagram (41%), and YouTube (9%). 
  • 2021-2022 spend: Full-year spend increased by 43% from $447.4k in 2021 to $637.8k in 2022. 
  • Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com.

Agency analysis:

  • Opportunity: Reach out to the new CMO now to be top-of-mind.
    • We have not confirmed any current agency relationships. 

Insight Sources: Digital spend insights estimated by Pathmatics