Female Millennial Opps: Saks Off Fifth announces leadership changes (Score 54)
Sales lead: These DM shifts will affect the company's marketing strategy & agency roster. 
- Saks Off Fifth (SOF) promoted Sara Griffin to chief marketing and analytics officer.
- Griffin is now responsible for customer analytics, insights, engagement, loyalty, growth marketing, corporate strategy, and business development.
- Griffin joined the company in 2018 as marketing & digital VP.
- It also created a new position by naming Mara Sirhal its first-ever chief merchant and brand officer.
- Sirhal is tasked with the buying, planning, and creative functions.
- Sirhal most recently served as brand president of Bed Bath & Beyond and Harmon Beauty.
Target demographic: Millennial women
The brand will likely:
- Ramp digital spend back up
- Try new ad channels
- Seek new agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: SOF spent around $912.1k on digital display ads YTD, down 49% from $1.8m spent in this channel during the same time period of 2022.
- YTD data: 134m impressions via Facebook (49%), Instagram (45%), desktop display (5%), and mobile display (2%).
- 2021-2022 spend: Full-year spend increased by 26% from $3.4m in 2021 to $4.3m in 2022.
- Ad location: It placed 97% of these ads directly onto sites such as facebook.com, instagram.com, football.fantasysports.yahoo.com, aol.com, and yahoo.com/health. It placed 3% of these ads through multiple indirect channels onto sites such as yahoo.com, cnn.com, sports.yahoo.com, att.yahoo.com, and football.fantastysports.yahoo.com.
Agency analysis:
- Opportunity: The recent leadership shifts could lead to agency hires.
- SOF does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
