Male Opps: Edel Golf taps new CMO (Score 62)

Sales Lead: In April 2023, Edel Golf selected Michael Pai as its new CMO.

• Pai joined from PopSockets, where he served as a product management director.
• Now, Pai handles Edel's marketing and product strategy; his responsibilities include developing product plans, marketing programs, go-to-market strategies, and brand story.
• He succeeds Chris Koske, who parted ways with Edel in January 2023 after having been its CMO for around two and a half years.
• The company will likely:
  • Shift strategy
  • Return to higher spend
  • Conduct agency reviews
• Target demographic: 
  • Male golfers

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Edel has spent roughly $612 on digital display ads; by this point last year, it had not yet utilized this channel.
  • YTD data: Most of this year's spend has gone toward programmatic ads placed via Google Display Network (94%) onto golfmonthly.com.
  • Last year: In 2022, Edel spent approximately $948.9k on this channel, a huge decrease from the approximately $13k spent in 2021.

Additional agency insights:

• Opportunity: Get in touch soon in case Edel seeks new agency partners following Pai's hire.
• Current agency roster:
  • No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Adbeat.