Female Gen-X, Millennial Digital Opps: The Body Shop promotes marketing leader, loses CEO (Score 43)
Sales lead: These leadership shifts will affect the company's marketing strategy & agency roster. .png)
- The Body Shop (TBS) recently promoted Jordan Searle to NA president.
- Searle joined the company in 2021 as NA omnichannel VP.
- He is now responsible for marketing, eCommerce, retail, wholesale, and distribution.
- The company also announced its CEO, David Boynton, is leaving the company after about five years.
- Ian Bickley, former president of Tapestry, is taking over as interim CEO.
Target demographic: Millennial & Gen-X women
The company will likely:
- Build out its agency roster
- Shift ad dollars around
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: TBS spent about $210.1k on digital display ads YTD, just 36% of the $588.7k spent in this channel during the same time period of 2022.
- YTD data: 27.4m impressions via Instagram (46%), Facebook (45%), and YouTube (9%).
- 2021-2022 spend: Full-year spend dropped by 47% from $3m in 2021 to $1.6m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, and youtube.com.
Additional channel insights
- Top podcasts sponsored: Stuff Mom Never Told You and Help! I Suck at Dating.
Agency analysis:
- Opportunity: Reach out now to see if you can pick up some of TBS's business.
- Current roster:
- Finn Partners: PR AOR
Insight Sources: Digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser.
