Female Gen-Z, Millennial Opps: Birdy Grey hires first-ever CMO (Score 69)

Sales lead: BG signals it is more committed to marketing by creating this position. 

• Birdy Grey (BG) created a new position by naming Tanya Hersh CMO in November 2023.
• Hersh most recently served as consumer marketing VP of Boosted Commerce.
• She is responsible for acquisition, customer engagement, building brand awareness, and campaigns.

Target demographic: Gen-Z & millennial women

The company will likely:

• Continue increasing digital spend
• Diversify digital ad placement
• Build out agency roster

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

• YTD spend: BG spent around $2.5m on digital display ads YTD, a 56% increase from $1.6m spent in this channel during the same time period of 2022. 
• YTD data: 365.8m impressions via Facebook (60%), Instagram (39%), and YouTube (1%). 
• 2021-2022 spend: Full-year spend increased by 97% from $721.4k in 2021 to $1.4m in 2022. 
• Ad location: It placed 100% of these ads directly onto facbeook.com, instagram.com, and youtube.com. 

Agency analysis:

• Opportunity: Contact the new CMO now to be top-of-mind. 
• Current roster:
  • LaRue: PR

Insight Sources: Digital spend insights estimated by Pathmatics.