ETS hires CMO amid spend increases (Score 50)

Sales lead: This hire will directly impact the organization's marketing strategy & agency roster. 

  • ETS appointed Michelle Froah as global CMO in April 2023.
  • Froah joins from MetLife, where she served as global brand & marketing SVP. 
  • She is responsible for brand, marketing, innovation, product, B2B, and community engagement.

Target demographic: Gen-Z students & Gen-X parents

The organization will likely:

  • Continue ramping up digital spend
  • Try new ad channels
  • Build out its agency roster

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

  • YTD spend: ETS spent about $789.1k on digital display ads YTD, a significant jump from $204.9k spent in this channel during the same time period of 2022. 
  • YTD data: 108.9m impressions via desktop display (43%), Instagram (26%), Facebook (20%), mobile display (8%), and YouTube (3%). 
  • 2021-2022 spend: Full-year spend increased from $1.1m in 2021 to $2.3m in 2022. 
  • Ad location: It placed 94% of these ads directly onto sites such as,,,, and It placed 6% of these ads through multiple indirect channels onto sites such as,,,, and 

Additional channel insights  

  • Vivvix: ETS also invests in print. 
  • Top podcasts sponsored: Football Ramble, OTB Football, Football Daily, Football Weekly, and The Intelligence from The Economist. 

Agency analysis:

  • Opportunity: Get in touch with the new CMO soon to be top-of-mind. 
  • Current roster:

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