Momvertising Opps: SpartanNash promotes top marketer, kicks off search for replacement (Score 32)
Sales lead: Keep an eye on this company so that you can reach out as soon as it names a new CMO. .png)
- SpartanNash promoted Amy McClellan to EVP & chief customer officer, effective November 2023.
- McClellan has been the company's SVP & CMO since January 2022.
- The company has already started searching for a new CMO and we will update you as soon as any news surfaces.
Target demographic: Primary shoppers/moms (Gen-X & millennial women)
Once it hires a new CMO, the company will likely:
- Keep increasing digital spend
- Try new ad channels
- Outsource some marketing duties to agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: SpartanNash spent nearly $2m on digital display ads YTD, up 54% from $1.3m spent in this channel during the same time period of 2022.
- YTD data: 288.9m impressions via Facebook (75%), Instagram (22%), mobile display (3%), and desktop display (1%).
- 2021-2022 spend: Full-year spend fell from $2m in 2021 to $1.4m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, woodtv.com, youtube.com, and wotv4women.com.
Additional channel insights
- SpartanNash also invests in OOH, print, radio, and local broadcast.
Agency analysis:
- Opportunity: Start working on your pitches now because you will have a good chance of picking up work once SpartanNash hires a new CMO.
- SpartanNash does not currently work with any agencies to the best of my knowledge.
Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.
