B2B Opps: TrueBlue taps new CMO (Score 55)

Sales Lead: Caroline Sabetti became TrueBlue's chief marketing and communications officer in March 2023.

• Sabetti joined the company in April 2020 and most recently served as its communications SVP and as the CMO for its PeopleReady and PeopleScout businesses.
• TrueBlue doesn't seem to have had a CMO since 2020, when it parted ways with former SVP and CMO Maggie Lower.
• The company will likely:
  • Shift strategy
  • Return to higher spend
  • Conduct agency reviews
• Target demographic: 
  • ​​​​​​​Business DMs

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: TrueBlue has spent approximately $2.3k on digital ads YTD, a huge decrease from the approximately $12.2k spent by this point last year.
  • YTD data: So far this year, the company has earned an estimated 294.4k digital impressions, 81% via Facebook ads and 19% via Instagram ads.
  • Last year: In 2022, TrueBlue spent roughly $24.8k on this channel, more than triple the roughly $7.7k spent in 2021.  

Additional agency insights:

• Opportunity: I'm (Sa)betting that agency reviews could follow Sabetti's promotion, so get in touch soon to remain top-of-mind.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics.