B2B Opps: Blue Yonder parts ways with CMO (Score 44)

Sales Lead: Blue Yonder (BY) is in search of a new top marketer due to the recent departure of Kevin Iaquinto.

• Since joining the company in January 2014 as its EVP and CMO, Iaquinto has helped to spearhead a business and brand transformation that led Panasonic to buy Blue Yonder for $7.1b in 2021.
• He is now the CMO at CommerceHub.
• The company will likely:
  • Need additional marketing support in his absence
  • Return to higher spend
  • Conduct agency reviews, especially once it hires a new CMO
• Target demographic: 
  • Business DMs

Recent leadership shifts:

• Among BY's recent hires are senior commerce portfolio marketing director Tamara Kulesa (December 2022) and senior product marketing director Angela Morel Troccoli (May 2023).

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: BY has spent roughly $500 on digital ads YTD, a massive decrease from the roughly $9.2k spent by this point last year.
  • YTD data: Since the beginning of 2023, the company has earned ~41k digital impressions, 94% via desktop display ads and 4% via mobile display ads placed site direct onto golfweek.com.
  • Last year: In 2022, BY spent approximately $15.2k on this channel, only about a sixth of the approximately $93.1k spent in 2021.

Additional agency insights:

• Opportunity: Reach out soon in case BY seeks new agency partners when it finds a new top marketer.
• Current agency roster:
  • Matter​​​​​​​: Social and PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics.