![]() ![]() Emerging brands like this one often seek outside PR assistance before looking for a creative or media AOR. To reach this audience even more effectively, Folx's DMs may show future interest in additional digital channels such as OTT and/or podcast.Īgency & martech readers - CEO hires don't usually affect agency rosters much, at least not nearly as much as CMO hires do, but Douillet Guzman's hire may be an exception considering her marketing background. The facts that the company is spending so much on digital ads and that it's relying so much on paid social lead me to believe it's particularly targeting Gen-Z. It has earned ~66.7m digital impressions YTD via Facebook (81%) and Instagram (19%) ads.įolx's gender-affirming hormone therapy is obviously geared toward LGBTQIA+ individuals. Folx ended up spending approximately $1.5m on digital ads in 2021, another huge spike from the approximately $2.1k it spent in 2020. So far this year, Pathmatics reports the company has spent approximately $588.9k on digital ads, a huge spike from the approximately $5.1k it spent within the same 2021 timeframe. Since Douillet Guzman brings so much marketing experience, as CEO she will likely shift Folx's strategy around a bit contact soon to see what she's planning. Brietenstein, who will now serve as the board's executive chair. Douillet Guzman replaces Folx's founder and former CEO, A.G. She brings additional marketing expertise from other relevant roles such as Blockchain's marketing and growth SVP and Axiom's marketing and communications VP. Breitenstein started her career as a lawyer for LGBTQ. Douillet Guzman as its CEO in Febraury 2022. Douillet Guzman joined from Skillshare, where she served as CMO. Its why she built Folx Health, a new health care company designed for the queer and trans community. Folx Health, which provides access to quality care to the LGBTQIA+ community, named Liana M. ![]()
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