Millennial, Gen-X Opps: Nestle Health Science taps new CMO & VPs (Score 65)
Sales Lead: Nestle Health Science (NHS) appointed Brian Groves as its CMO, effective September 11, 2023..png)
- Groves previously served at Meta (formerly Facebook) as the VP of its global clients and categories.
- Prior to this, he was the US CMO at Pfizer Consumer Healthcare.
- Now, he will lead NHS's business growth and customer satisfaction, deliver on its digital media and marketing strategy, and bolster its digital capabilities and activation.
- The brand will likely:
- Shift its strategy, especially across digital channels
- Return to higher spend, again especially across digital channels
- Seek new agency partners
- Target demographic:
- Older millennials and Gen-X
Additional recent leadership shifts:
- NHS also named Gabriella Viljoen as its e-Commerce customer development VP, effective September 4, 2023.
- Viljoen, the former Amazon strategy VP at NHS's Garden of Life brand, now develops and manages NHS's marketing activities across various marketplaces to drive more profitable sales and optimize US spend.
- The brand additionally named Andrew Ashton, the former CMO of its Persona brand, as the head of performance marketing for all NHS brands in July 2023.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance); digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- View recent national TV and digital spend for top brands here.
- Additional channel insights
- The brand utilizes Google Ads along with digital, local broadcast, print (magazines), TikTok, Facebook, Instagram, and online video (primarily via Youtube.com) ads.
- NHS sponsors podcasts such as The Rachel Hollis Podcast, The School of Greatness, The Daily Beans, and RISK!.
Additional agency insights:
- Opportunity: Reach out soon to see if NHS's new CMO conducts agency reviews
- An advantage may go to those able to offer brand-specific for Nature's Bounty since NHS named Terri & Sandy as the brand's creative and strategic AOR in December.
- Since the agencies with which NHS partners are headquartered in NY, an additional advantage may go to those in the NE.
- Current agency roster:
- Terri & Sandy: Creative and strategic AOR (Nature's Bounty brand - December 2022)
- In-House: Media
- Firstborn: Digital AOR
- Havas Media Group: Media and social agency partner
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.
