Millennial, Gen-X Opps: Juiced Bikes loses SVP, hires marketing head (Score 50)

Sales lead: Contact the new marketing head to offer ad space & agency services. 

• Juiced Bikes (JB) lost its top marketer, Kerri Kaufman in November 2023.
  • Kaufman joined the company in 2019 as marketing & eCommerce SVP.
  • She is now the marketing & eCommerce VP of Willow. 
• JB hired Andrew Mosko as direct-to-consumer & marketing head in the same month.
  • He appears to be the company's top marketer.
• We will be sure to update you if it decides to hire a new marketing VP. 
• Read about JB's new PR AOR here. 

Target demographic: Gen-X & millennials

The company will likely:

• Shift ad dollars around
• Return to higher ad spending
• Continue building out its agency roster

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

• YTD spend: JB spent about $714.7k on digital display ads YTD, a slight decrease (6%) from $764.1k spent in this channel during the same time period of 2022. 
• YTD data: 110.3m impressions via Facebook (60%), Instagram (37%), and desktop display (3%).
• 2021-2022 spend: Full-year spend fell by 41% from $1.3m in 2021 to $768.4k in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as facebook.com, instagram.com, zillow.com, yahoo.com, and ktla.com. It placed 3% of these ads indirectly through Google AdX+AdSense and Criteo onto sites such as yahoo.com, komonews.com, ebay.com, theatlantic.com, and youtube.com. 

Agency analysis:

• Opportunity: The DM shift plus the recent PR hire may lead to additional agency appointments. 
• Current roster:
  • Diffusion PR: PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics.