Female Millennial, Gen-X Digital Opps: goPure Beauty hires marketing VP amid spend decreases (Score 49)
Sales lead: This hire may lead to spend shifts & agency appointments. .png)
- goPure Beauty named Bethany Crellin marketing VP, effective May 2023.
- Crellin most recently served as senior director of brand & influencer marketing at Guthy|Renker.
- It promoted Ryan Berejikian to media buying head in April 2023.
- Berejikian joined the company in 2021 and most recently served as a data analyst.
Target demographic: Gen-X & millennial women
The company will likely:
- Ramp digital spend back up
- Try new ad channels
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: goPure spent about $128.6k on digital display ads YTD, a 36% decrease from $200.9k spent in this channel during the same time period of 2022.
- YTD data: 18.2m impressions via Facebook (53%), Instagram (26%), and YouTube (21%).
- 2021-2022 spend: Full-year spend plummeted from $1.8m in 2021 to $373.2k in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com.
Agency analysis:
- Opportunity: Contact the new marketing VP now to be top-of-mind.
- goPure does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
