Millennial Opps: Good Foods Group hires first-ever CMO (Score 69)

Sales Lead: Good Foods Group (GFG) appointed its first CMO, Shannon Maher, in May 2023.

• Maher previously served in the same role at Bel.
• The company will likely:
  • ​​​​​​​​​​​​​​Shift strategy
  • Return to higher spend
  • Seek new agency partners
• Target demographic: 
  • ​​​​​​​​​​​​​​Better-for-you (BFY) consumers

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, GFG has spent approximately $152.6k on digital ads, 43% less than the approximately $268.2k spent within the same 2022 timeframe.
  • YTD data: The company has earned ~21.4m digital impressions YTD via desktop display (47%), Facebook (25%), Instagram (20%), YouTube (4%), and mobile display (4%) ads.
    • Top site destinations for this year's desktop display ads include eatingwell.com (59%), health.com, ew.com, instyle.com, and people.com.
  • Last year: In 2022, GFG spent roughly $420k on this channel, down 17% from the roughly $506.3k spent in 2021.

Additional agency insights:

• Opportunity: CMO hires often precede agency reviews, so get on Maher's radar soon.
• Current agency roster:
  • No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics.