Female Millennial, Gen-Z Digital Opps: DSW hires president, surpasses full-year 2022 digital spend (Score 53)
Sales lead: This hire could lead to spend shifts or agency appointments. 
- DSW named Laura Denk president in July 2023.
- Denk most recently served as chief merchandising officer & EVP of Michaels.
- In her new role, Denk will lead merchandising, marketing, and the customer experience.
Target demographic: Millennial & Gen-Z women
The company will likely:
- Continue ramping up digital spend (It has already spent more YTD than it did during full-year 2022)
- Seek agency assistance
- Revamp merchandising strategy
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: DSW spent about $28.1m on digital display ads YTD, about double the $14.3m spent in this channel during the same time period of 2022.
- YTD data: 3.1b impressions via YouTube (49%), Facebook (27%), Instagram (21%), desktop display (2%), and desktop video (1%).
- 2021-2022 spend: Full-year spend equaled $20.8m in 2021 and $20.5m in 2022.
- Ad location: It placed 98% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, shoes.com, and solesociety.com. It placed 2% of these ads indirectly through Criteo onto sites such as yahoo.com, 6pm.com, politico.com, nytimes.com, and msn.com.
Agency analysis:
- Opportunity: DSW does not currently work with any agencies to the best of my knowledge, so reach out to offer a full range of services.
Insight Sources: Digital spend insights estimated by Pathmatics.
