Sales lead: This hire will directly impact the company's marketing strategy & may lead to agency appointments.  Stride Learning (SL) hired Deb Hannah as CMO in April 2023. Hannah joins from Shoe Carnival, where she served as marketing SVP. She now leads all of Stride's marketing operations.  Target demographic: Millennial/Gen-X Parents & school systems The company will likely: Continue shifting ad dollars from TV to digital  Outsource some marketing duties to agency ...

Sales lead: Get in touch now to help this brand promote its new drink mix.  Splenda just entered a new market by launching Splenda Peel & Pour Zero Calorie Drink Mix.  It comes in Pink Lemonade, Sweet Tea, Fruit Punch, & Peach Mango.  The brand is launching a marketing campaign that will be supported through CTV, digital, radio, social media, and influencers.  We told you about Splenda's new marketing SVP last year.  Target demographic: Gen-Xers & millennials with a female sk...

Sales Lead: Shell recently kicked off a global media review that could replace incumbent WPP's EssenceMediaCom. The announcement has sparked protests at WPP's offices among environmental activists concerned about oil issues with Shell. WPP has handled Shell's media planning and buying since 2005. Reportedly, Shell has invited multiple agencies to pitch. We predicted the company would conduct agency reviews a few months ago when it appointed marketing VP Megan Rosenbaum. The comp...

Sales Lead: Force Factor (FF) appointed Macarena Herrera as its digital marketing VP in April 2023. Herrera was most recently the e-Commerce performance marketing lead for Reckitt's health business. The company will likely: Implement strategy shifts Return to higher digital spend Conduct agency reviews Target demographic: Health-oriented millennials and Gen-X Additional recent leadership shifts: To specifically Fuell its paid social/creati...

Sales Lead: Austin FC (AFC) is now in search of a new top marketer due to the recent departure of James Ruth. Ruth parted ways with the organization in May 2023. He joined AFC in March 2020 as its marketing SVP and was promoted to CMO in January 2023. Ruth is now in the same role at the Tampa Bay Buccaneers. The league will likely: Need additional marketing assistance in his absence Shift strategy Continue increasing digital spend Seek new agency partners T...

Sales Lead: James Ruth became the Tampa Bay Buccaneers' CMO in May 2023. Ruth joined from Austin FC, where he served in the same role. The Buccaneers don't seem to have had a CMO since parting ways with Brian Killingsworth in 2016. The organization will likely: Shift its strategy Bolster advertising initiatives Keep increasing spend Conduct agency reviews Target demographic:  Male football fans, especially those in and around FL. Additional ...

Media Sales Lead: Tesla Motors just shifted gears with a new video that's its first real major attempt at advertising. In the past, Tesla has avoided traditional advertising campaigns, but its metaphorical hand has been forced by its increasing competition in the EV space. The campaign may also end up including channels such as Google Ads, YouTube, and more traditional outlets such as TV. The video, "Drive to Believe," shows how Tesla's American EV can make drivers and passengers feel safe, s...

Sales Lead: Aplos, a non-alcoholic spirits brand that launched in 2020, just landed a Series A funding round. Led by McCarthy Capital, the funding round raised $5.5m. The funding will reportedly go toward distribution expansion in restaurants, bars, and retailers. The company will likely: Continue ramping up spend Seek new agency partners Target demographic:  Gen-Z and millennials Aplos's drinks appeal to better-for-you (BFY) consumers as well as consumer...

Sales Lead: Effective May 2023, Veeps named Eileen Mercolino as its first-ever CMO. Mercolino joined from Spin, where she served in the same role. She now leads Veeps's overall marketing stewardship. The company will likely: Implement strategy shift Make forays into additional digital channels Continue increasing digital spend Conduct agency reviews Target demographic:  Millennial music enthusiasts Additional recent leadership shifts: ...

Sales lead: The CMO hire & new funding signal the company will increase ad spend & may seek agency assistance. ID.me named Marcus Hearne CMO, effective April 2023. Hearne most recently served as chief commercial officer of Varicent. In the same month, ID.me secured $132m in a Series D funding round. This brings the company's total evaluation to about $240m.  Target demographic: Wide range of individuals The company will likely: Significantly inc...