Sabra, Clif Bar & 5 Top Other March CMO Shifts You Need To Know About

March 25, 2019

As we quickly approach Q2, we’re here to help you kick off the new quarter strong. With the help of our in-house research team, we’ve chosen 7 CMO shifts reported over the past month to keep on your radar.

As you are probably well aware, CMO shifts signal a high chance of agency reviews and media vendor changes as well. The sweet spot to target these freshly chosen leaders is typically 3-12 months after beginning their role according to our CMO Tenure Report.

In order to stay a step ahead of your competitors, check out these seven March CMO shifts to being targeting now:

Sabra

After being chosen as Sabra’s new CEO effective March, Tomer Harpaz selected Jason Levine as CMO to assist him with growth goals in health-focused and clean ingredient communities.

Levine’s previous experience consists of global head of marketing transformation at Mondelez in which he worked with brands such as Oreo, Chips Ahoy, Sour Patch Kids and Trident.

With new leadership shifts in these roles, agency reviews are likely within 12-15 months. Those with food experience are especially encouraged to reach out. Competition will include the Martin Agency, who has handled creative and experiential since 2014, and Digital Surgeons who has been responsible for creative and digital since 2015.

When pitching, remember that Sabra’s ultimate goal is to stand out among competitors. Sellers are encouraged to reach out as well. Keep in mind that spending is typically highest during H1 and the brand targets the millennial audience with a focus on health, and occasionally mothers.

Access Sabra Decision-Maker Contact Information

Clif Bar

In 2018, Clif Bar lost CEO Kevin Clearly as well as CMO Keith Neumann, who left in December to pursue other opportunities. In order to combat these changes, the company made a lot of lower level hires, and agencies are encouraged to reach out in the meantime in order to stay top-of-mind once a new CMO is hired.

Competition will include media AOR AKQA and PR AOR Golin. Creative is currently handled in-house but is also subject to change under new leadership. The company’s biggest competitors are Kind Snacks, RXBar and Larabar. Target audiences include millennials, especially those that like organic products. Spend fluctuates from year to year, and keep in mind the main channels have traditionally been print, experiential, cause marketing, and sponsorships.

Access Clif Bar Decision-Maker Contact Information

Livly

While a new CMO wasn’t hired, Livly promoted former head of growth Jake Rynar to the CMO position, effective February. His previous work experience includes WeWork, Microsoft and Venture Fellows.

Along with this promotion, Livly raised $10 million in a funding round that will go towards hiring new engineers and staff in order to support the goals of the rental management property management system.

A top spending period hasn’t been established yet, so sellers should reach out and keep in mind the main demographic is compiled of landlords and renters. While promotions don’t always signal a review, don’t hesitate to reach out to the emerging company.

Access Livly Decision-Maker Contact Information

Samsung

While Samsung announced Young Hoon Eom will replace CEO Tim Baxter, who is retiring June 1, there is still no word on a replacement for the CMO position after Marc Mathieu’s departure in March to pursue other opportunities.

Agency and martech readers are advised to begin reaching out to lower level personnel in the meantime, considering they will be responsible for referrals once a new CMO is named. Competition will include Leo Burnett (creative AOR since 2005), Starcom (media AOR) and R/GA (digital AOR since 2013).

When pitching, keep in mind that Samsung is most likely to continue using its current strategy to establish themselves as a leader in future technology and differentiating products. The brand continues to make attempts to stand out from competitors such as Apple, JVC, and Sony.

Spend is expected to increase, and there are often new product launches in Q4. Sellers with the ability to reach millennials through social and digital channels have an advantage in winning the account. Keep a close eye on Samsung, with an upcoming review predicted in 12-15 months.

Access Samsung Decision-Maker Contact Information

Taza Chocolate

Taza Chocolate is once again on the hunt for a CMO after Barabara Reilly departed after barely a year. Matthew Dunn, director of digital, social and website marketing is also leaving effective March.

While the company searches for replacements, sellers should reach out throughout the year as a top spending period has yet to be established. Their main demographics are millennials and parents investing in experiential initiatives. Dollars have historically gone mostly toward social and digital. Sellers are encouraged to reach out in order to stay top-of-mind with a review likely in 9-12 months.

Access Taza Chocolate Decision-Maker Contact Information

Roar Beverages

Electrolyte-infused beverage company Roar is certainly making a name for themselves, and quickly too. The emerging brand hired Eric Berniker as it’s first CMO, effective February. Berniker’s previous experience includes serving as CMO of Core Nutrition and marketing experience from companies such as B&G Foods, Pirate’s Booty, and Glaceau to name a few.

Other newly hired positions include marketing VP Jessica Qussar and president & COO Bart Silvestro. After a 500% growth last year, Roar has high expectations for 2019 as growth is predicted to continue. Roar also announced a $5.6 million funding round led by AccelFoods in December that will go towards increasing brand awareness.

Sellers with ROI strategy and the ability to reach better-for-you millennials are encouraged to reach out throughout the year, considering Roar doesn’t have a top spending period. This brand is on the mission to grow, so reach out sooner than later with a review likely within the next 6-9 months.

Access Roar Decision-Maker Contact Information

Fox Rothschild

PA-based law firm Fox Rothschild completed their nearly year-long CMO search and named Holly Lentz Kleeman it’s new CMO. The firm’s previous CMO Jodie Collins departed after a matter of days on the job.

Expansion through Atlanta markets is a priority for the organization, and without a defined top spending period sellers are encouraged to reach out year-round to secure dollars. Top channels consist of digital and print, with a wide target demographic.

With an agency review likely to occur within the next 9-12 months, don’t hesitate to begin reaching out to stay on FR’s radar. Keep in mind there are certain restrictions on legal advertising, so those with experience in the field are advised to reach out.

Access Fox Rothschild Decision-Maker Contact Information 

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