B2B Opps: Tenneco loses CMO (Score 39)

Sales Lead: Tenneco just kicked off a top marketer search since Samantha Aviva departed.

• Since joining the company in April 2021, Aviva has handled the global brand strategy and creative development for Tenneco's 31 aftermarket auto part brands.
• She is now the CMO at Advance Auto Parts.
• The company will likely:
  • ​​​​​​​Need additional marketing assistance in her absence
  • Shift strategy
  • Return to higher spend
  • Seek new agency partners, especially once it finds a new CMO
• Target demographic: 
  • ​​​​​​​Business DMs

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Tenneco has spent approximately $18.3k on digital ads, a mere fraction of the approximately $571.6k spent by this point in 2022.
  • YTD data: The company has earned ~1.5m digital impressions YTD via desktop display (56%), Facebook (25%), Instagram (11%), and mobile display (8%) ads.
    • ​​​​​​​​​​​​​​Tenneco has placed this year's desktop display ads site direct onto jeepforum.com.
  • Last year: In 2022, the company spent roughly $571.9k on this channel, a far cry from the roughly $4m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads and TikTok ads.
  • Tenneco sponsors podcasts such as Consider This from NPR, The KVJ Show, The Mark Kaye Show, The Benny Show, and Politics Politics Politics.

Additional agency insights:

• Opportunity: Reach out soon in case agency reviews follow Tenneco's eventual CMO hire.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed
    • ​​​​​​​Tenneco is no longer working with its former media agency partner, Cramer-Krasselt.

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.