Digital B2B Opps: Brex brings in new marketing chief (Score 49)

Sales lead: This hire will directly impact the company's marketing strategy & agency roster. 

  • Brex hired Scott Holden as CMO in August 2023.
  • Holden previously served as ThoughtSpot's CMO. 
  • At ThoughSpot, Holden was responsible for demand generation, growth, sales enablement, communications, and PR. 

Target demographic: Businesses that need financial services

The company will likely:

  • Increase digital ad spend
  • Try new ad channels
  • Build out its agency roster

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

  • YTD spend: Brex spent approximately $385.9k on digital display ads YTD, a 33% decrease from $576.5k spent in this channel during the same time period of 2022. 
  • YTD data: 45.7m impressions via Facebook (32%), desktop display (23%), mobile display (19%), Twitter (14%), Instagram (8%), and desktop video (4%). 
  • 2021-2022 spend: Full-year spend plummeted from $4.3m in 2021 to $838.5k in 2022. 
  • Ad location: It placed 96% of these ads directly onto sites such as,,,, and It placed 4% of these ads indirectly through Telaria and AdThrive onto sites such as,,,, and 

Additional channel insights  

  • Top podcasts sponsored: The Economist Podcasts, Today, Explained, Hidden Killers With Tony Brueski | Breaking News & Commentary, and The Indicator.

Agency analysis:

  • Opportunity: Start reaching out to the new CMO now to be top-of-mind. 
  • Current roster:

Insight Sources: Digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser