Millennial Digital Opps: Calbee promotes top marketer, hires multiple marketing DMs (Score 77)
Sales lead: The recent promotion & hires will affect the company's marketing strategy & agency roster.
- Calbee promoted Tim Bateman to chief commercial officer in April 2023.
- Bateman joined the company in 2021 as sales & marketing SVP.
- Calbee's flagship brand is Harvest Snaps.
Recent hires:
- Marlo Roquemore joined as digital marketing manager in September 2022.
- Joseph Gaite joined as brand manager in January 2023.
- Keanu Nahm joined as marketing director in April 2023.
Target demographic: Millennials seeking better-for-you snacks
The company will likely:
- Continue increasing digital ad spend
- Build out the agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Calbee spent around $821.9k on digital display ads YTD, a significant increase from $218.4k spent in this channel during the same time period of 2022.
- YTD data: 141.5m impressions via Instagram (44%), Facebook (26%), YouTube (16%), mobile display (11%), and desktop display (3%).
- 2021-2022 spend: Full-year spend fell 56% from $1.8m in 2021 to $787.1k in 2022.
- Ad location: It placed 86% of these ads directly onto sites such as instagram.com, facebook.com, and youtube.com. It placed 14% of these ads indirectly through Google AdX+AdSense and BuzzFeed Sponsored onto buzzfeed.com.
Agency analysis:
- Opportunity: All the recent DM shifts may lead to agency hires, so get in touch now to be top-of-mind.
- Current roster:
- Cutwater: creative & digital AOR
Insight Sources: Digital spend insights estimated by Pathmatics.
