Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Gen-X, Millennial Opps: Wellborn Cabinet announces CMO hire (Score 50)
Sales lead: This hire will likely lead to higher ad spend & agency appointments. 
- Wellborn Cabinet (WC) tapped Mara Villanueva-Hera as CMO in October 2023.
- Villanueva-Heras most recently served as marketing VP of Emser Tile.
- She is responsible for product and marketing strategy.
**We are still working to confirm Villanueva-Heras' email address. Please reach out to Wellborn's other DMs for the time being.**
Target demographic: Gen-X & millennials
The company will likely:
- Significantly increase ad spend
- Diversify ad placement
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: WC spent about $5.6k on digital display ads YTD after not placing any ads in this channel during the same time period of 2022.
- YTD data: 430.7k impressions via YouTube (38%), desktop display (32%), and mobile display (31%).
- 2020-2022 spend: It has not allocated a significant budget toward this channel since spending $91.2k in 2020.
- Ad location: It placed 100% of these ads directly onto buffalonews.com and youtube.com.
Additional channel insights
- Vivvix: WC also invests in print, OOH, and local broadcast.
Agency analysis:
- Opportunity: Contact the new CMO now to secure top priority.
- We have not confirmed any current agency relationships for this company.
