Female Opps: Alo Yoga promotes marketing VP following CMO appointment (Score 53)

Sales Lead: Summer Nacewicz became the marketing and creative VP at Alo Yoga in May 2023.

• Nacewicz joined the company in July 2021 as a creative director, having previously been the marketing VP at Bella + Canvas.
• She succeeds Angelic Vendette, who filled Alo's top marketing role as global head and VP of marketing from 2021-2023.
• The company will likely:
  • Shift strategy
  • Return to higher spend
  • Conduct agency reviews
• Target demographic: 
  • Female Gen-Z and millennials, especially athletic individuals

Additional recent leadership shifts:

• Additional recent hires include senior digital marketing and loyalty director Cher Fuller (May 2023) and senior creative services director Molly Gallagher (June 2023).

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Alo has spent approximately $2.1m on digital ads, down 16% from the approximately $2.5m spent within the same 2022 timeframe.
  • YTD data: The yoga clothing brand has earned ~292m digital impressions YTD via Instagram (58%), Facebook (22%), YouTube (7%), and desktop display (2%) ads.
  • Last year: Alo spent roughly $4.9m on this channel in 2022, 36% more than the roughly $3.6m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with digital, Facebook, Instagram, and online video (primarily via Youtube.com) ads.

Additional agency insights:

• Opportunity: These leadership shifts could lead to agency reviews, so reach out soon.
• Current agency roster:
  • No current agency relationships yet confirmed

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