Gen-X, Millennial Opps: SharkNinja brings in new marketing chief (Score 74)

Sales lead: Get in touch with the new CMO for more information about his plans. 

• SharkNinja hired Adam Petrick as CMO, effective December 2023.
• Petrick joins from Puma where he served as global chief brand officer.
• In his new role, Petrick is responsible for marketing strategy, branding, creative, and new product development.

Target demographic: Gen-Xers & millennials

The company will likely:

• Increase digital ad spend
• Try new marketing channels
• Review current agency roster

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

• YTD spend: SharkNinja spent nearly $14.9m on digital display ads YTD, down 8% from $16.2m spent in this channel during the same time period of 2022. 
• YTD data: 2b impressions via Facebook (55%), Instagram (28%), YouTube (9%), desktop video (5%), and desktop display (3%). 
• 2021-2022 spend: Full-year spend increased by 3% from $15.9m in 2021 to $16.4m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitch.tv, and walmart.com. It placed 1% of these ads indirectly through Amazon DSP onto sites such as msn.com, football.fantasysports.yahoo.com, yahoo.com, ebay.com, and last.fm. 

Additional channel insights  

• SharkNinja also invests in radio and local broadcast. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency reviews.
• Current roster:
  • DeVries Global: PR AOR
  • Carat: media AOR
  • Arnold Worldwide: creative AOR

Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.