Gen-Z, Millennial Opps: Pinstripes brings in new CMO (Score 61)
Sales lead: This hire will likely lead to higher ad spending & agency appointments.
- Pinstripes appointed Shannon Keller as CMO in September 2023.
- Keller is now responsible for marketing strategy, brand positioning, grand openings, local store marketing, and growth.
- Keller most recently served as CMO of Fransmart.
Target demographic: Gen-Zers & millennials
The company will likely:
- Ramp ad spend back up
- Try new ad channels
- Build out its agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Pinstripes spent about $114.2k on digital display ads YTD, just 49% of the $234k spent in this channel during the same time period of 2022.
- YTD data: 17.1m impressions via Facebook (52%) and Instagram (48%).
- 2021-2022 spend: Full-year spend increased by 24% from $238.4k in 2021 to $312k in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as Facebook (52%) and Instagram (48%).
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- Current roster:
- ICR: PR AOR
Insight Sources: Digital spend insights estimated by Pathmatics.