Momvertising Digital Opps: Sun Bum hires CMO amid YTD spend decreases (Score 47)
Sales lead: This hire will affect the company's marketing strategy & could lead to agency appointments. .png)
- Sun Bum (SB) hired Evan Slater as CMO in September 2023.
- Slater most recently served as global marketing VP of Billabong.
- He now leads all of SB's marketing operations.
**We are still working to verify Slater's email address; please reach out to SB's other DMs for the time being.**
Target demographic: Gen-X & millennial moms
The company will likely:
- Ramp digital spend back up
- Diversify ad placement
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: SB spent around $611.8k on digital display ads YTD, down 32% from $900.2k spent in this channel during the same time period of 2022.
- YTD data: 94.7m impressions via Facebook (71%), Instagram (23%), desktop video (5%), and desktop display (2%).
- 2021-2022 spend: Full-year spend jumped from $466k in 2021 to $982.6k in 2022.
- Ad location: It placed 95% of these ads directly onto sites such as facebook.com, instagram.com, and amazon.com. It placed 5% of these ads indirectly through Amazon DSP onto brainly.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency hires.
- SB does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
