Female Millennial, Gen-Z Opps: Alexander Wang hires new top marketer (Score 47)
Sales lead: Contact the new CMO for more information about her future plans. .png)
- Alexander Wang (AW) lost its chief brand marketing officer, Maisie Willoughby, to Timberland in October 2023.
- It has already hired Dominique Lagleva as CMO to replace Willoughby.
- Lagleva most recently served as global marketing VP of Moose Knuckles Canada.
- She now leads all of AW's marketing operations.
Target demographic: Gen-Z & millennial women
The company will likely:
- Continue increasing digital spend
- Diversify digital ad placement
- Build out the agency roster/review the current roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: AW spent about $27.8k on digital display ads YTD, up from $8.1k spent in this channel during the same time period of 2022.
- YTD data: 3.9m impressions via Instagram (46%), Facebook (31%), YouTube (21%), and desktop display (2%).
- 2021-2022 spend: Full-year spend fell by 7% from $12.8k in 2021 to $11.9k in 2022.
- Ad location: It placed 98% of these ads directly onto sites such as instagram.com, facebook.com, and youtube.com. It placed 2% of these ads indirectly through The Trade Desk onto sites such as mlb.com, weather.com, jezebel.com, and nypost.com.
Agency analysis:
- Opportunity: Reach out to the new CMO now to be top-of-mind.
- Current roster:
- Johannes Leonardo: creative AOR
Insight Sources: Digital spend insights estimated by Pathmatics.
