Female Opps: Me & My Big Ideas loses CMO, increases digital spend (Score 57)

Sales Lead: Me & My Big Ideas (M&MBI) is in search of a new top marketer due to the recent departure of Christine Peebles.

• Peebles, who was the company's interim CMO for about six months, is now the CMO at Island Pacific Supermarket.
• She joined M&MBI in February 2020 as its product management and brand VP, and she was promoted to interim CMO in October 2022.
• During her tenure at M&MBI, Peebles optimized brand positioning, deepened consumer engagement, created innovation roadmaps, and launched its Disney licensing partnership.
• The company will likely:
  • Need additional marketing assistance in her absence
  • Shift strategy
  • Continue increasing spend
  • Seek new agency partners, especially once it names a new CMO
• Target demographic: 
  • Millennial women

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, M&MBI has spent approximately $664k on digital ads, % more than the approximately $563.1k spent by this point last year.
  • YTD data: The company has earned ~92.1m digital impressions YTD, 87% via Facebook ads and 13% via Instagram ads.
  • Last year: In 2022, M&MBI spent roughly $1.4m on this channel, only about half of the roughly $2.5m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with Facebook and online video (via Youtube.com) ads.

Additional agency insights:

• Opportunity: Get in touch soon to be top-of-mind in case M&MBI conducts agency reviews following any upcoming CMO hire.
• Current agency roster:
  • ​​​​​​​No current agency partners yet confirmed

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