Sales Lead: Edible's strategy shifts under its new CMO are already good enough to eat. Kevin Keith, who joined the company as CMO earlier this year, noticed that the company's sales had slumped and that while it overspent in Google search, it underspent on brand stories. Keith is reinventing Edible's strategy and plans to relaunch the brand in September 2023 with a focus on storytelling around convenience. Upcoming work will involve a lot more upper-funnel investment. Edible will ...

Sales lead: This hire will likely lead to spend shifts & agency appointments.  Avaya announced Josh Mueller will take over as CMO, effective July 17th, 2023.  Mueller most recently served as CDO and SVP/GM of National Instrument's portfolio business unit.  He is now responsible for Avaya's global marketing initiatives.  Target demographic: Businesses that need communications services The company will likely: Ramp digital ad spend back up Try new ad channels Outsour...

Sales lead: Contact the new SVP to offer ad space & agency services.  Sixt hired Kelly Johnson as NA marketing SVP, effective June 2023. Johnson joins from Lever, where she served as senior director of content & web strategy.  Sixt ran its first national ad campaign in the US last year. The push was called "Rent-THE-Car" and was supported across TV, digital, & OOH.  It worked with GUT Miami on the creative.  The company is currently focused on expanding ...

Media Sales Lead: Chick-Fil-A (CFA) will feature its famous cows in TV ads for the first time since 2019 as part of its new campaign. The push is headlined by a 30-second spot from CFA's creative AOR, McCann New York. The chain is currently promoting a new desktop and mobile trivia game, developed by AKQA, which can only be played by CFA rewards members. Members will be able to play every Wednesday until August 1st. Players that answer the questions correctly will earn redeemable rewards such...

Sales lead: This hire may lead to spend shifts & agency reviews.  ecoATM named Taryn Rayment CMO in April 2023. Rayment joins from FTD, where she served as CMO & consumer division head. She is now responsible for brand strategy, PR, creative, website management, partnerships, and paid media. Target demographic: Gen-Z & millennials The company will likely: Ramp digital spend back up Try new ad channels Review the current agency roster Digital and social insight...

Below is a compilation of WinmoEdge's top decision makers on the move published during the previous week.  Why is it important to track decision makers? DM shifts, especially new hires and first-time CMOs, are the top new business trigger for agency changes, media spending shifts, and new martech investments. New DMs tend to evaluate changes in these areas and start making changes within a 3-12 month window.  All of our decision maker shift reports can also be accessed under “Industry A...

Below is a compilation of WinmoEdge's top accounts on the move published during the previous week. We usually publish these recaps every Monday to give you a one-stop, quick glance destination for our top account shifts.  This list can be accessed under “Accounts on the Move” or "Industry Analysis" once it moves off the front page of the site.  As ever, you can see a list of the Top 100 brands we believe will begin an agency review in the next 3-to-12 months on our Vulnerable Accoun...

Sales Lead: Zappos recently parted ways with Ginny McCormick, who became its first CMO in April 2022. Zappos hasn't disclosed details about McCormick's departure or plans for the future, but we will keep you updated as we learn more. The company will likely: Need additional marketing assistance in her absence Shift strategy Continue increasing spend Conduct agency reviews Target demographic:  Gen-Z and millennials Additional spending insights: ...

Sales Lead: David Knight just became the president and CEO at Jones Soda, effective June 23, 2023. Knight was most recently the chief beverage officer at CFH, where his responsibilities included the company's go-to-market strategy and brand launch. In total, he brings nearly 40 years of global marketing, corporate communications, and sales expertise from roles at top food and beverage makers. At Jones, Knight succeeds Mark Murray, who joined the company in September 2020...

Sales Lead: Earlier in June 2023, MasterBrand Cabinets selected Lynn Cobb as its customer and consumer experience VP. Cobb was previously the chief marketing and technology officer at Adviser. The company will likely: Implement strategy shifts Continue increasing spend Seek new agency partners Target demographic:  ​​​​​​​​​​​​​​Millennial homeowners Additional spending insights: Digital and social insights (digital ad spend, effectiveness, i...