Female Gen-X, Millennial Opps: Thrive Causemetics loses marketing VP (Score 41)

Sales lead: Keep an eye on this company because these DM shifts will affect marketing strategy & may lead to agency hires. 

  • Thrive Causemetics (TC) lost its top marketer, Tiffani Carter, in March 2023.
  • Carter joined the company in 2021 as marketing VP and is now the CMO of Danessa Myricks Beauty. 
  • She was responsible for performance marketing, influencer relations, PR, social media, creative, and digital. 
  • We will be sure to update you if TC hires a new marketing VP.

In other news: 

  • Kelsey Hyatt joined the company in March 2023 as marketing director. 
  • Hyatt joined from Lime Crime, where she served as brand marketing director. 
  • She appears to be TC's highest-ranking marketing DM. 

Target demographic: Millennial & Gen-X women

The company will likely:

  • Seek agency assistance
  • Revise marketing strategy
  • Continue increasing digital ad spend

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

  • Recent spend: TC has not aired a national TV ad since spending $4.5m in 2021. 
  • Ad programming: It placed ads during programming such as Magnum, P.I., Murder, She Wrote, Frasier, Reba, and The Golden Girls. 

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

  • YTD spend: TC spent nearly $7.5m on digital display ads YTD, a 97% increase from $3.8m spent in this channel during the same time period of 2022. 
  • YTD data: 1b impressions via Facebook (59%), Instagram (35%), Twitter (5%), and YouTube (1%). 
  • 2021-2022 spend: Full-year spend increased by 12% from $8.5m in 2021 to $9.5m in 2022. 
  • Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, twitter.com, youtube.com, and fallout.wikia.com. 

Additional channel insights  

  • Top podcasts sponsored: Crime Junkie, The Newsworthy, kPod - The Kidd Kraddick Morning Show, The Daily Beans, and Moms and Murder. 

Agency analysis:

  • Opportunity: The recent DM shifts may lead to agency appointments, so get in touch with the new marketing director to be top-of-mind. 
    • TC does not currently work with any agencies to the best of my knowledge. 

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser. 


Request Demo
Decision Makers Spending Shifts West Consumer Goods digital National Vulnerable Account Index TV Agency & MarTech Opps Millennials Gen-X Women Influencer Marketing

Links

Companies

Agencies

Decision Makers

WinmoEdge

Top Companies by Industry

Top Companies by Location