Gen-Z, Millennial Opps: Lime taps new C-suite marketer (Score 67)

Sales Lead: Carolyn Chiang Rosebrough became the chief brand and communications officer at Lime, effective September 2023.

• Chiang Rosebrough joined the company in October 2021 as its global brand and communications head.
  • Before this, she had served as the VP and head of SoulCycle's PR, communications, and community impact.
• She's focused on developing a clearer brand voice, further define its mission, and strengthening the point-of-view on Lime's purposes and values.
• The team that Chiang Rosebrough oversees handles all communications, brand marketing, creative, content development, SEO optimization, and social media
• The company will likely:
  • Launch a new campaign
  • Shift strategy significantly
  • Return to higher spend
  • Pursue experiential and cause marketing opportunities, as it has done in the past
  • Conduct agency reviews
• Target demographic: 
  • ​​​​​​​​​​​​​​Gen-Z and millennials  
    • Lime especially appeals to this audience with its eco-friendly focus.  
    • This demographic is more likely than others to spend money on environmentally conscious brands (more here).​

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Lime has spent roughly $50.1k on digital ads, only around a quarter of the roughly $193.9k spent by this point last year.
  • YTD data: The company has earned approximately 7.6m digital impressions YTD, 66% via Facebook ads and 34% via Instagram ads.
  • Last year: In 2022, Lime's estimated full-year spend decreased slightly (2%) to $248k from that of $251.9k spent 2021.
• Additional channel insights  
  • Lime utilizes OOH and Facebook ads.
  • The company sponsors podcasts such as America Out Loud, VOA Learning English, Le Batard & Friends Network, and Ross Tucker Football.

Additional agency insights:

• Opportunity: Chiang Rosebrough's promotion could lead to an agency review, so reach out soon to get on her radar.
• Current agency roster:
  • ​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.​​​​​​​