Brightline appoints CMO amid spend declines (Score 58)
Sales lead: Reach out now to offer ad space & inquire about agency opportunities. 
- Brightline hired Amy Chen as CMO, effective March 2023.
- Chen most recently served as marketing VP of Crossover Health.
- She is responsible for increasing membership and raising awareness for youth mental health.
Additional recent hires:
- Simone Nathaniel joined as senior marketing operations manager in February 2023.
- Nathaniel joins from Fuzzy, where she served as technology marketing manager.
- Jim Venable joined as growth marketing head in December 2022.
- Venable most recently served as digital, acquisition, and retention marketing director of Sutter Health.
Target demographic: Gen-X & millennial parents
The company will likely:
- Ramp digital spend back up
- Diversify ad placement
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Brightline spent around $93k on digital display ads YTD, a significant decline from $370.7k spent in this channel during the same time period of 2022.
- YTD data: 12.8m impressions via Instagram (51%) and Facebook (49%).
- 2021-2022 spend: Full-year spend dropped 34% from $1.2m in 2021 to $789.6k in 2022.
- Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of possible agency appointments.
- We have not confirmed any agency relationships for this company.
Insight Sources: Digital spend insights estimated by Pathmatics.
