CMO Shift Alert: Gorilla Glue, Nichols Farms, Shake Shack and More

The best way to beat the Monday blues? Prospecting opportunities of course.

In today’s report, we’re focusing on CMO updates and what these changes mean for your agency.

Tracking the most recent CMO shifts and company roster changes, our in-house team of experts have created five actionable opportunities for you and your sales team to keep on your radar. Along with this, we’re making sure you know how and when to pitch.

Gorilla Glue Promotes CMO

Gorilla Glue welcomed Debora Kaylor to the team as it’s new CMO, effective January. She took the place of Mark Mercurio after being with the company since 2015 and working her way through the ranks. Promotions continued with Aaron Fromm being named the new Marketing Director. Although these aren’t outside hires, shifts may still be imminent in roughly 12-15 months according to our Winmo team of experts. Agencies with consumer goods background are encouraged to reach out, and remember to pitch with ideas to outshine competitors such as Locite, E6000, and Permatex.

A recent digital shift occurred in order to reach a millennial audience, therefore causing TV spend to decline. However, with the global adhesives and sealants markets expected to increase in the near future, we expect GG’s spend and revenue to increase as well.

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Symantec Names CMO

Symantec has landed a spot on our list after naming Debora Tomlin it’s new CMO in place of Michael Williams, who departed in December. According to our team of experts, a review is predicted 6-9 months out.

Launching products and revamping services, Symantec is one to keep on your radar. They don’t have a specific top spending period, and the recent decline in overall spend could easily shift with a new CMO in place.

When pitching, keep in mind their target demographic consists of decision makers. Reach out soon in order to stay relevant. Competition will include MediaCom, DDB and Edelman.

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American LegalNet on the Hunt

American LegalNet, which empowers law firms with innovative workflow management tech, is actively searching for the right person to take the company to the next level. With recent hires in the chief safety and chief client experience officer roles, a CMO is the next piece to the puzzle.

A top spending period has not yet been named, so don’t hesitate to reach out for revenue throughout the year. We’ll be sure to keep you updated to ensure you’re top-of-mind when ALN is ready to hire a new agency, which is expected within the upcoming 12-15 months.

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Nichols Farms Searches for CMO 

In case you didn’t catch it in our CMO Rebound report, after about only a year as CMO, Tristan Simpson made the decision to leave her role at Nichols Farms. Simpson served as the company’s first chief sales and marketing officer and decided to leave in order to focus on her marketing consultancy. With no replacement yet named, they are still on the hunt for a new CMO. In the past, Nichols Farms has made traditional platforms and social media engagement their focus.

Keep the company on your radar as it makes moves to grow and undergo strategy shifts and management-level hires. Our team of experts suggests reaching out sooner rather than later while the company continues to search for a replacement, with an agency review likely to occur within the next 12-18 months.

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Shake Shack Names First CMO 

Previously Bark’s CMO, Jay Livingston is taking over as Shake Shack’s first CMO, effective January. Areas of focus in the new position include improving the restaurant chain’s digital channels such as it’s app, delivery partners and in-store order kiosks.

Several other promotions occurred along with hiring Livingston, and Shake Shack is on the move towards expansion. The restaurant also recently added a new milkshake, chicken nuggets, and food trucks in order to appeal to their largely millennial demographic.

Digital and social media channels will remain priorities, so keep this in mind when pitching. As you’re all well aware, new CMO hires often signal agency reviews, so keep Shake Shack on your radar for an agency review potentially in the next 6-9 months.

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