Billabong loses global marketing VP (Score 32)

Sales lead: Be prepared to reach out as soon as this company finds a new top marketer.

• Billabong lost its global marketing VP, Evan Slater, in September 2023.
• Slater spent over four years leading Billabong's marketing operations. 
• He is now the CMO of Sun Bum.
• We will be sure to let you know as soon as Billabong hires a new marketing leader. 

Target demographic: Gen-Zers & millennials

Once it hires a new marketing VP, the company will likely:

• Outsource some marketing duties to agency partners
• Continue increasing digital ad spend
• Try additional marketing channels

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

• YTD spend: Billabong spent about $370.5k on digital display ads YTD, a 17% increase from $316.8k spent in this channel during the same time period of 2022. 
• YTD data: 55.5m impressions via Instagram (60%), Facebook (38%), desktop display (1%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell 55% from $935.2k in 2021 to $418.8k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, and worldsurfleague.com.

Agency analysis:

• Opportunity: Start working on your pitches so that you can reach out once Billabong hires a new marketing DM.
• Current roster:
  • In-house: media

Insight Sources: Digital spend insights estimated by Pathmatics.