Female Gen-X, Millennial Digital Opps: Lane Bryant brings in new CMO (Score 60)
Sales lead: This hire will affect the company's marketing strategy & agency roster. .png)
- Lane Bryant (LB) hired Deborah Cavanagh as CMO, effective August 2023.
- Cavanagh previously served as CMO of Coldwater Creek and Talbots.
- We told you about LB's new creative VP, Eric Asbury, in April.
Target demographic: Gen-X & millennial women
The company will likely:
- Ramp digital spend up
- Try additional digital channels
- Build out its agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: LB spent around $4m on digital display ads YTD, about half (52%) of the $7.7m spent in this channel during the same time period of 2022.
- YTD data: 486.1m impressions via Facebook (51%), YouTube (24%), and Instagram (17%).
- 2021-2022 spend: Full-year spend equaled $10.2m in 2021 and $10.1m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, and instagram.com.
Additional channel insights
- Top podcasts sponsored: Motley Fool Money, Minion Death Cult, Shutdown Fullcast, News at One, and The Chip Chipperson Podcast.
Agency analysis:
- Opportunity: CMO hires commonly precede agency reviews, so reach out now to be top-of-mind.
- Current roster:
- Laird + Partners: creative & social
Insight Sources: Digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser.
