Female Gen-Z, Millennial Opps: Paula's Choice fills CMO vacancy amid spend increases (Score 63)
Sales lead: Contact the new CMO now to offer ad space & agency assistance. .png)
- Paula's Choice (PC) selected Tina Pozzi as CMO, effective November 2023.
- Pozzi most recently served as chief brand officer of Bliss.
- She now leads all of PC's marketing initiatives.
- This fills the vacancy we told you about when PC promoted Erika Kussmann to CEO.
Target demographic: Gen-Z & millennial women
The company will likely:
- Continue 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: PC spent nearly $8.2m on digital display ads YTD, a huge jump from $1.9m spent in this channel during the same time period of 2022.
- YTD data: 1.2b impressions via Instagram (43%), Facebook (40%), YouTube (10%), and desktop display (6%).
- 2021-2022 spend: Full-year spend dropped by 56% from $4.8m in 2021 to $2.1m in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, ksl.com, and seriouseats.com. It placed 1% of these ads indirectly through The Trade Desk onto sites such as yahoo.com, youtube.com, foxnews.com, nytimes.com, and texastribune.org.
Agency analysis:
- Opportunity: Get in touch with the new CMO now to be top-of-mind.
- We have not confirmed any current agency relationships for PC.
Insight Sources: Digital spend insights estimated by Pathmatics.
