Seated loses marketing chief amid spend declines (Score 43)
Sales lead: Keep an eye on this company because a CMO hire will affect its marketing strategy & may lead.png)
to agency appointments.
- Seated lost its CMO, Lucia Varela, in March 2023.
- Varela joined the company in 2021.
- We will be sure to update you as soon as a replacement is announced.
Target demographic: Gen-Zers & millennials
Once it finds a new CMO, the company will likely:
- Ramp digital spend back up
- Diversify ad spend
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Seated spent around $36.7k on digital display ads YTD, just 9% of the $430.7k spent in this channel during the same time period of 2022.
- YTD data: 5.3m impressions via Instagram (98%) and Facebook (2%).
- 2021-2022 spend: Full-year spend dropped by 29% from $1m in 2021 to $712.6k in 2022.
- Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com.
Agency analysis:
- Opportunity: The next CMO may decide to outsource some marketing duties to agency partners.
- Seated does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
