Male Opps: CarParts.com parts ways with CMO (Score 40)
Sales Lead: Houman Akhavan stepped down from his role as CarParts.com's CMO, effective July 10..png)
- Akhavan joined the brand as CMO in February 2019.
- The brand will likely:
- Need additional marketing assistance in his absence
- Shift strategy
- Continue increasing spend
- Conduct agency reviews, especially once its CMO search concludes.
- Target demographic:
- Gen-Z and millennial men
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: CarParts hasn't utilized national TV since allocating around $1.1m in 2022.
- Last year: The brand allocated almost triple this, around $2.9m, in 2021.
- 2022 ad programming: CarParts's 2022 commercials targeted Gen-X men watching shows such as Major League Fishing, Garage Squad, Family Guy, Bitchin' Rides, and SportsCenter.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far in 2022, the brand has spent roughly $281.6k on digital ads, 24% less than the roughly $371k spent by this point last year.
- YTD data: CarParts has earned approximately 35.4m digital impressions YTD via Facebook (54%), Instagram (29%), desktop display (15%), and mobile display (3%) ads.
- Last year: In 2022, the brand's estimated full-year 2022 spend, $627.7k, decreased by 18% from that of $767.8k in 2021.
- Additional channel insights
- The brand utilizes Google Ads and Facebook ads.
- CarParts sponsors podcasts such as The Smoking Tire and The Anik & Florian Podcast.
Additional agency insights:
- Opportunity: Once the brand finds a new CMO, it may conduct agency reviews; get in touch soon to remain top-of-mind.
- Current agency roster:
- Marketing Architects: Creative AOR (since at least June 2020)
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.
