Female Opps: Charlotte Tilbury Beauty taps new top marketer amid significant spend increases (Score 61)

Sales Lead: Earlier in 2023, Charlotte Tilbury Beauty (CTB) selected Lisa Lesman as its NA marketing SVP.

• Lesman's most recent roles were Coach's global brand marketing, advocacy, and Marc Jacobs's social media VP at Coach and marketing consultant.
• This hire closely follows that of brand marketing AVP Kimberly Massabni in May 2023.
• Though at this time, Massabni seemed like CTB's top US/NA marketer, it seems like Lesman is now; we will, of course, let you know what additional information we confirm.
• The company will likely:
  • Implement strategy shifts
  • Continue increasing spend
  • Seek new agency partners
• Target demographic: 
  • A wide but strongly female-skewed audience ranging from Gen-Z through Gen-X
  • Note: CTB's national TV commercials target both English- and Spanish-speaking audiences.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: CTB has allocated roughly $5.8m toward national TV commercials YTD, already 12% more than the roughly $5.2m allocated in all of 2022.
  • Last year: The company allocated around $5.2m toward this channel last year after having spent much less, around $1.3m, in 2021.
  • 2023 ad programming: CTB's 2023 commercials have targeted English- and Spanish-speaking audiences of shows such as ¡Despierta América!, South Park, NCIS, The Golden Girls, and Forensic Files.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the beauty brand has spent approximately $3.5m on digital ads, 67% more than the approximately $2.1m spent within the same 2022 timeframe.
  • YTD data: CTB has earned ~445.3m digital impressions YTD via YouTube (34%), Instagram (33%), Facebook (30%), desktop video (2%), and desktop display (1%) ads.
  • Last year: The company's estimated full-year 2022 spend reached $4m, a 54% decrease from that of $8.6m in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with Facebook, Instagram, TikTok, and online video (via Youtube.com, Youtube IOS, and Youtube Android) ads.
  • As you can tell from the video above, CTB has also established partnerships with influencers such as animator, voice actor, and film director Eric Goldberg.

Additional agency insights:

• Opportunity: Lesman's hire might lead to agency reviews, so reach out sooner rather than later to get in on the ground floor.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.