Teacher Created Materials hires first-ever CMO (Score 59)

Sales lead: This company signals it is more focused on marketing by hiring its first-ever CMO. 

• Teacher Created Materials (TCM) created a new position by naming Alexandra Smith its first-ever CMO in May 2023.
• Smith joins from William H. Sadlier, where she served as marketing SVP.
• She is now responsible for all of TCM's marketing operations.

Target demographic: K-12 teachers

The company will likely:

• Significantly increase digital ad spend
• Diversify ad placement
• Outsource some marketing duties to agency partners

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

• YTD spend: TCM spent around $21.2k on digital display ads YTD, just 24% of the $89.6k spent in this channel during the same time period of 2022. 
• YTD data: 14.1m impressions via YouTube. 
• 2021-2022 spend: Full-year spend jumped from $28.6k in 2021 to $89.6k in 2022. 
• Ad location: It placed 100% of these ads directly onto youtube.com. 

Agency analysis:

• Opportunity: Contact the new CMO now to be top-of-mind.
  • We have not confirmed any agency relationships for this company. 

Insight Sources: Digital spend insights estimated by Pathmatics.