Female Opps: Cinnabon parts ways with top marketer (Score 44)

Sales Lead: Michael Alberici departed Cinnabon earlier this year, leaving it without a top brand-specific marketer.

• Alberici, Cinnabon's former marketing VP and head, is now the marketing SVP and head at Smalls Sliders.
• The brand will likely:
  • Need additional marketing support in his absence
  • Shift strategy
  • Return to higher spend
  • Seek new agency partners, especially if and when it finds a successor for Alberici.
• Target demographic: 
  • Women

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, Cinnabon has spent roughly $363.7k on digital ads, less than half of the roughly $1m spent by this point last year.
  • YTD data: The brand has earned around 52.1m digital impressions YTD via Facebook (76%), Instagram (20%), desktop display (3%), and mobile display (1%) ads.
  • Last year: Cinnabon spent approximately $2m on this channel last year, 43% more than the approximately $1.4m spent in 2021.
• Additional channel insights  
  • The brand utilizes Google Ads along with Facebook, TikTok, and online video (via Youtube.com) ads.
  • Cinnabon sponsors podcasts such as Le Batard & Friends Network, Rooster Teeth Podcast, Getting Curious with Jonathan Van Ness, Fore Play, and The Prestige TV Podcast.

Additional agency insights:

• Opportunity: Get in touch soon to remain top-of-mind when Cinnabon selects a replacement for Alberici.
• Current agency roster:
  • Material Plus: Digital and social AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.

Explore our most recent updates on sibling brands Schlotzky's here and Jamba here.