Female Gen-X, Millennial Opps: Hedley & Bennett hires marketing VP (Score 49)

Sales lead: This hire may lead to spend shifts & agency appointments. 

• Hedley & Bennett (H&B) named Caroline Grant marketing VP, effective June 2023.
• Grant most recently served as senior director of Fabletics Scrubs.
• She now leads H&B's marketing operations. 

Target demographic: Gen-X & millennial women

The company will likely:

• Ramp digital ad spend back up
• Diversify digital ad placement
• Outsource some marketing duties to agency partners

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: H&B spent around $1m on digital display ads YTD, a 17% decrease from $1.2m spent in this channel during the same time period of 2022. 
• YTD data: 143.4m impressions via Instagram (69%) and Facebook (31%).
• 2021-2022 spend: Full-year spend fell 63% from $6.4m in 2021 to $2.4m in 2022. 
• Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com. 

Agency analysis:

• Opportunity: Reach out to the new marketing VP now to be top-of-mind.
  • We have not confirmed any current agency relationships for this company.

Insight Sources: Digital spend insights estimated by Pathmatics.