Male Millennial, Gen-Z Opps: Timberland names new CMO (Score 49)

Sales lead: This hire will directly impact the company's marketing strategy & agency roster. 

• Timberland hired Maisie Willoughby as VP & CMO, effective October 16th, 2023.
• Maisie Willoughby joins from Alexander Wang, where she served as chief brand marketing officer.
• She also brings agency experience from her time with Anomaly, Wieden+Kennedy, and Cult LDN.
• In her new role, Willoughby is responsible for global brand strategy, demand generation, and brand positioning. 

Target demographic: Male Millennials & Gen-Zers

The company will likely:

• Continue increasing digital spend
• Try new ad channels
• Review the current agency roster

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

• YTD spend: Timberland spent nearly $5.4m on digital display ads YTD, up 59% from $3.4m spent in this channel during the same time period of 2022. 
• YTD data: 721.4m impressions via Instagram (43%), Facebook (34%), YouTube (16%), desktop video (3%), mobile display (3%), and desktop display (1%).
• 2021-2022 spend: Full-year spend dropped from $8.1m in 2021 to $4.3m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, twitch.tv, and rap-up.com. It placed 4% of these ads indirectly through BlogHer onto sites such as rollingstone.com, genius.com, spin.com, mail.com, and rap-up.com. 

Additional channel insights  

• Vivvix: Timberland also invests in OOH. 
• Top podcasts sponsored: True Crime Today | A True Crime Podcast and Hidden Killers With Tony Brueski | Breaking News & Commentary.

Agency analysis:

• Opportunity: Contact the new CMO now to secure top priority. 
• Current roster:
  • Pereira & O'Dell: creative AOR
  • WITHIN: digital AOR
  • Coyne Public Relations: PR AOR