Millennial, Gen-X Opps: Alto taps new chief commercial officer amid CMO search (Score 61)

Sales Lead: Alto Pharmacy recently selected Jeanne Zucker as its new chief commercial officer.

• Zucker joined from Amazon, where she served as an Amazon Care growth director.
• Alto is also likely to appoint a new CMO to succeed Michael Krueger, who departed earlier this year.
• For now, Zucker is probably in charge of adjusting Alto's strategies.
• The company will likely:
  • Implement strategy shifts
  • Return to higher spend
• Target demographic: 
  • Millennials and Gen-X

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, Alto has spent approximately $800 on digital ads, a plummet from the approximately $37.9k spent within the same timeframe last year.
  • YTD data: The company has earned roughly 128.1k digital impressions YTD, 70% via Instagram ads and 30% via Facebook ads.
  • Last year: Alto's estimated full-year 2022 spend reached $44.2k, a mere fraction of that of $705.4k in 2021.
• Additional channel insights  
  • The company has used Google Ads in the past but has not done so recently; perhaps it could benefit from strategies to increase ROI from this channel.

Additional agency insights:

• Opportunity: Get on Zucker's radar soon in case her hire leads to agency reviews.
  • ​​​​​​​Even if she doesn't handle all CMO responsibilities, it wouldn't hurt to at least remain top-of-mind when Alto does select an Alto-rnative CMO.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

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