Zscaler's CMO departs amid spend increases (Score 32)

Sales lead: Keep your eyes on this company so that you are ready to reach out once it names a new marketing leader. 

• Zscaler lost its CMO of over two years, Chris Kozup, in April 2023.
• Kozup is now the CMO of Darktrace.
• We will be sure to update you as soon as a replacement is announced.

Target demographic: Businesses that need cloud security services

Once it hires a new CMO, the company will likely:

• Continue increasing ad spend
• Shift ad dollars around
• Seek agency assistance

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

• YTD spend: Zscaler spent approximately $294.2k on digital display ads YTD, a 46% increase from $201k spent in this channel during the same time period of 2022. 
• YTD data: 71.4m impressions via desktop display (75%), mobile display (15%), and YouTube (10%). 
• 2021-2022 spend: Full-year spend increased by 31% from $427.1k in 2021 to $560.2k in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as youtube.com, marketwatch.com, wsj.com, businessinsider.com, and cnet.com. It placed 3% of these ads indirectly through Google AdX+AdSense onto sites such as wsj.com, marketwatch.com, bloomberg.com, wired.com, and vogue.com. 

Additional channel insights  

• Vivvix: It also invests in OOH. 

Agency analysis:

• Opportunity: Be prepared to reach out as soon as Zscaler hires a new CMO.
  • We have not confirmed any agency relationships for this company.