Female Millennial, Gen-X Digital Opps: Young Living names new marketing head (Score 50)

Sales lead: This hire will directly impact the company's marketing strategy & could lead to agency appointments. 

• Young Living (YL) hired Steve Carlile as chief marketing and digital officer in April 2023.
• Carlile joins from Younique, where he held the same title.
• He now leads all global marketing initiatives for YL. 

Target demographic: Gen-X & millennial women 

The company will likely:

• Maintain a digital-first marketing strategy 
• Ramp digital spend back up
• Outsource some marketing duties to agency partners

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

• YTD spend: YL spent around $28.9k on digital display ads YTD, about half (52%) of the $55.8k spent in this channel during the same time period of 2022. 
• YTD data: 3.7m impressions via Facebook. 
• 2021-2022 spend: Full-year spend plummeted from $589.2k in 2021 to $82.1k in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com.

Agency analysis:

• Opportunity: Reach out now to be top-of-mind with the new chief marketing & digital officer. 
• Current roster:
  • In-house: media

Insight Sources: Digital spend insights estimated by Pathmatics.