Female Opps: Deka Lash taps first-ever CMO (Score 81)

Sales Lead: Effective June, Cathy Hall is the first-ever CMO at Deka Lash (DL).

• Hall will support DL's growth plans; the eyelash care company will reportedly have more than 150 studios by the end of 2023.
• She joined from Pet Partners, where she served in the same role.
• The company will likely:
  • Implement strategy shifts
  • Return to higher digital spend
  • Seek new agency partners
• Target demographic: 
  • Gen-Z and millennial women

Additional recent leadership shifts:

• DL also named Jill King as its product development and strategy manager in September 2022.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, DL has spent approximately $2.2k on digital ads, a mere fraction of the approximately $24.5k spent by this point in 2022.
  • YTD data: The company has earned around 337.8k digital impressions YTD, 98% via Instagram ads and 2% via Facebook ads.
  • Last year: DL spent roughly $111.9k on this channel last year, up almost exponentially from the roughly $19.8k spent in 2021.

Additional agency insights:

• Opportunity: As DL's new CMO, Hall may conduct agency reviews, so reach out soon to get on her radar.
• Current agency roster:
  • No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics.