Gen-Z, Millennial Digital Opps: OneMain Financial appoints digital marketing VP (Score 26)

Sales lead: This hire will affect the company's digital spend & strategy. 

• OneMain Financial appointed Warren Lee as digital marketing VP in May 2023. 
• Lee most recently served as digital & marketing automation VP of insightsoftware.
• Prior to that, Lee was the integrated marketing & digital platforms VP of JPMorgan Chase & Co. 

Target demographic: Gen-Zers & millennials

The company will likely:

• Increase digital ad spend
• Try new digital channels
• Seek digital agency assistance

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

• YTD spend: OneMain spent approximately $2.5m on digital display ads YTD, a huge increase from $295.7k spent in this channel during the same time period of 2022. 
• YTD data: 314.8m impressions via Instagram (94%) and Facebook (6%). 
• 2021-2022 spend: Full-year spend jumped from $853.8k in 2021 to $1.8m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com and facebook.com. 

Agency opportunity:

• Opportunity: The recent hire may lead to digital agency appointments. 
  • We have not confirmed any current agency relationships for this company. 

Insight Sources: Digital spend insights estimated by Pathmatics.