PacSun hires marketing DM amid spend declines (Score 66)

Sales lead: These hires will likely lead to spend shifts & agency changes. 

• PacSun hired Cristina Ceresoli as VP & marketing head in March 2023.
  • Ceresoli most recently served as SVP & CMO of Altar'd State. 
  • This appears to be PacSun's top marketing position.
• The company also hired Tyler Crawford as digital marketing director in February 2023. 
  • Crawford joins from Torrid where he served as senior marketing, growth, and performance manager. 

Target demographic: Gen-Zers

The company will likely:

• Ramp digital spend back up
• Experiment with additional digital channels
• Seek new agency partners

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

• YTD spend: PacSun spent approximately $1.1m on digital display ads YTD, a 35% decrease from $1.7m spent in this channel during the same time period of 2022. 
• YTD data: 108m impressions via YouTube (57%), Facebook (29%), and Instagram (14%). 
• 2021-2022 spend: Full-year spend dropped 11% from $6.1m in 2021 to $5.4m in 2022. 
• Ad location: It placed 100% of these ads directly onto youtube.com, facebook.com, and instagram.com. 

Additional channel insights  

• Vivvix: PacSun also invests in OOH, print, and local broadcast. 

Agency analysis:

• Opportunity: The recent marketing hire may lead to roster shifts. 
• Current roster:
  • Tinuiti: media & social AOR