BFY Opps: Playa Bowls hires CMO, sponsors USA Surfing (Score 59)
Sales lead: Get in touch with the new CMO for specific details about her future plans. 
- Playa Bowls (PB) hired Nicolle DuBose as CMO in September 2023.
- DuBose joins from Schlotzsky's, where she served as VP and marketing head.
- She now leads all of PB's marketing operations.
In other news:
- PB teamed up with USA Surfing as the Official Sponsor of USA Surfing's Prime Series and Championship.
- This is the second year PB has sponsored the event.
- It is also the presenting sponsor of the USA Surfing Prime East Season Opener.
Target demographic: Gen-Z & millennials seeking healthy options
The company will likely:
- Keep ramping up digital spend
- Diversify digital ad placement
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: PB spent around $200.3k on digital display ads YTD, a significant increase from $20.9k spent in this channel during the same time period of 2022.
- YTD data: 30.7m impressions via Facebook (78%) and Instagram (22%).
- 2021-2022 spend: Full-year spend equaled $30.6k in 2021 and $30.9k in 2022.
- Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- PB does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
