Pet Partners appoints marketing chief amid spend increases (Score 50)
Sales lead: This hire will likely lead to spend shifts & agency appointments. 
- Pet Partners (PP) hired Gwyn Donohue as CMO in October 2023.
- Donohue most recently served as communications & membership VP of Pet Advocacy Network.
- She is now responsible for all of PP's marketing operations.
Target demographic: Gen-X & millennial pet parents
The organization will likely:
- Keep ramping up digital spend
- Experiment with additional marketing channels
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: PP spent approximately $498.4k on digital display ads YTD, a significant increase from $3.1k spent in this channel during the same time period of 2022.
- YTD data: 49.8m impressions via desktop display (74%) and mobile display (26%).
- 2021-2022 spend: Full-year spend totaled $5.5k in 2022.
- It did not invest in this channel during 2021.
- Ad location: It placed 94% of these ads directly onto sites such as akc.org, refdesk.com, marketwatch.com, investopedia.com, and ebay.com. It placed 6% of these ads indirectly through Google AdX+AdSense and The Trade Desk onto sites such as akc.org, zulily.com, ebay.com, fandom.com, and mercurynews.com.
Agency analysis:
- Opportunity: Contact the new CMO now to see if you can pick up some of PP's business.
- PP does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
