Gen-Z, Millennial Opps: Roots brings in new CMO amid spend decreases (Score 50)

Sales lead: Contact the new CMO to offer ad space & agency services. 

• Roots named Leslie Golts CMO in November 2023.
• Golts most recently served as marketing head and GM of Unilever Canada's beauty division and health & wellness collective. 
• She is now responsible for all of Roots' marketing operations.

Target demographic: Gen-Zers & millennials

The company will likely:

• Return to higher ad spending
• Try new ad channels
• Seek agency partners

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Roots spent about $8.5k on digital display ads YTD, a huge decrease from $283.9k spent in this channel during the same time period of 2022. 
• YTD data: 1.2m impressions via Instagram (67%), Facebook (20%), and YouTube (12%). 
• 2021-2022 spend: Full-year spend fell by 31% from $411.7k in 2021 to $284k in 2022. 
• Ad location: It placed 100% of these ads directly onto instagram.com, facebook.com, and youtube.com. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency appointments.
  • We have not confirmed any current agency relationships for Roots.

Insight Sources: Digital spend insights estimated by Pathmatics.