Biggest New CMO Hires: Q4 2022

November 9, 2022

If Q3 is the slowest quarter, Q4 is the craziest. It’s a race to the finish line to meet sales and revenue goals, use up budgets before the reset next year, and plan for Q1 goal setting. With brand new CMO hires (and tons of other marketing execs, too), these brands aren’t wasting a second in the rest of 2022. Here’s your unfair advantage to reaching the right contacts, at the right time in Q4.

While each brand below welcomes a new marketing executive to the team, there are many other similarities, too. From banger digital display budgets to agency reviews and a shift to Gen-Z consumers, there’s much to be deduced when you hear about new CMOs hired. Here are details on four brands with new CMOs in Q4 2022:

1)  MANTA taps CMO as it ramps up spending

MANTA, the data lineage platform, named Nancy Louisnord global CMO in October 2022. Louisnord most recently served as global CMO of EasyVista and is responsible for all global marketing duties such as campaigns, brand awareness, and product marketing. This hire could lead to agency appointments, so get in touch soon. MANTA’s target demographics are businesses that require data management assistance. The company will likely seek additional agency assistance, continue ramping up ad spend, and invest in new marketing channels.

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

  • YTD spend: MANTA spent approximately $85.1k on digital display ads YTD, more than double the $37.6k spent in this channel during the same time period of 2021.
  • YTD data: 29.9m impressions via programmatic (96%) and direct (4%)
  • Last year: Full-year spending skyrocketed from $381 in 2020 to $39.5k in 2021.
  • Ad location: It placed ads on sites such as reverso.net, spanishdict.com, definicion.de, yahoo.com, and lyrics.cat.

2)  Kalderos names first-ever CMO

Kalderos helps solve problems facing the US healthcare system, working with providers and manufacturers to increase transparency through technology. The company created a new position by promoting Rhiannon Naslund to CMO. Naslund joined the company in 2020 as marketing VP and she’s now responsible for growing the company’s customer base, increasing engagement, and improving market position. This new position signals the company is more focused on marketing going forward.

Additional recent hires:

  • Beth Singh joined as marketing director in September 2022.
  • Amanda Guss joined as senior manager of marketing operations in July 2022.
  • Allyson Moellenhoff joined as senior product marketing manager in February 2022.

Kalderos’ target demographics are healthcare providers, drug manufacturers, and government agencies. The company will likely ramp up ad spending, diversify ad placements, and seek agency assistance. The recently-promoted CMO may outsource some duties to agency partners. Kalderos does not currently work with any agencies, but will likely seek PR/communication assistance at first. Focus your pitches on helping this company build brand awareness.

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

  • YTD spend: Kalderos has not allocated any budget toward digital display ads so far this year.
  • Last year: It spent $1k in this channel during 2021, a significant decrease from $21.5k spent in 2020.
  • 2021 data: 216.6k impressions via desktop display
  • Ad location: It placed 88% of these ads directly onto sites such as yahoo.com, finance.yahoo.com, sports.yahoo.com, and news.yahoo.com. It placed 12% of these ads indirectly through Google AdX+AdSense and AppNexus on sites such as yahoo.com, finance.yahoo.com, sports.yahoo.com, and news.yahoo.com.

3)  Foria hires CMO amid spending increases

Foria— a health and sexual wellness company — recently appointed Liz Dolinski as CMO. Dolinski most recently served as chief growth officer of Lunya and is responsible for brand vision, creative, growth, eCommerce, and omnichannel sales. The company will likely seek additional agency assistance, diversify ad placements, and continue ramping up digital spend.

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

  • YTD spend: Foria spent around $318.2k on digital display ads YTD, a 75% increase from $182k spent in this channel during the same time period of 2021.
  • YTD data: 40.7m impressions via Instagram.
  • Last year: Full-year spending jumped by 39% from $157.7k in 2020 to $218.9k in 2021.
  • Ad location: It placed 100% of these ads directly onto instagram.com.

4)  The NBA announces new CMO

The NBA named Tammy Henault CMO, effective November 21st, 2022. Henault joins from Paramount, where she was the SVP of consumer marketing, streaming, and Paramount+. She will be responsible for global marketing for the NBA and its affiliate leagues. Additionally, Henault has been tasked with promoting the NBA’s new app and membership program.  Later this month, Henault will report to the NBA’s deputy commissioner and COO Mark Tatum.

Additional recent hires:

  • Divya Goel joined as senior director of integrated growth in September 2022.
  • Jordan Ofsevit joined as director of advertising in September 2022.
  • Leah Pan joined as director of digital content strategy & analytics in September 2022.

The company will likely review the agency roster/hire additional assistance, ramp up digital ad spending again, and experiment with new marketing strategies. The NBA also invests in OOH, print, and local broadcast TV and utilizes sponsorships, too.

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

  • YTD spend: The NBA spent approximately $24.7m on digital display ads YTD, an 18% decrease from $30.3m spent in this channel during the same time period of 2021.
  • YTD data: 3.5b impressions via Facebook (38%), Instagram (35%), desktop display (14%), Twitter (8%), desktop video (3%), and mobile display (2%).
  • Last year: Full-year spend skyrocketed from $17.8m in 2020 to $38.7m in 2021.
  • Ad location: It placed 96% of these ads directly onto sites such as facebook.com, instagram.com, twitter.com, reddit.com, and twitch.tv. It placed 4% of these ads indirectly through Yahoo DSP and Display & Video 360 onto sites such as yahoo.com, ticketmaster.com, fandom.com, engadget.com, and complex.com.

If you liked this blog post, check out:

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