Wheels Up announces two new executives (Score 64)
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Sales lead: These appointments will likely lead to spend & agency roster shifts.
- Wheels Up (WU) named Kristen Lauria chief customer & marketing officer, effective May 15th, 2023.
- Lauria joins from McKinsey & Company, where she served as a senior advisor.
- She is responsible for brand, creative, acquisition, retention, and experience.
- The company also hired David Godsman as its first-ever chief digital officer, effective June 1st, 2023.
- Godsman most recently served as CEO of Foro.
- He will lead the digital product, technology, and data teams.
**We are unable to confirm these DM's email addresses until they officially begin.**
Target demographic: Affluent male millennials
The company will likely:
- Ramp up ad spend
- Shift ad dollars around to find the best ROI
- Build out its agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: WU has not allocated any budget toward national TV ads so far this year.
- 2021-2022 spend: Full-year spend fell by 50% from $165.1k in 2021 to $82k in 2022.
- 2022 ad programming: It placed ads during programming such as Capital One's The Match, Golf, Capital One's The Match Preshow, and Impractical Jokers.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: WU spent around $80.4k on digital display ads YTD, just 37% of the $217.8k spent in this channel during the same time period of 2022.
- YTD data: 10.9m impressions via Instagram (65%) and Facebook (35%).
- 2021-2022 spend: Full-year spend equaled $888.2k in 2021 and $804.5k in 2022.
- Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com.
Agency analysis:
- Opportunity: Reach out to the new leadership to offer creative, media, digital, or social media assistance.
- Current roster:
- JONESWORKS: PR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
