GB: Spotify UK head of marketing exits - How did their tenure impact the brand?

Spotify UK’s marketing chief, Olga Puzanova, has left the streaming service and made her way to NBCUniversal. At Spotify, Puzanova spent a little over five years as Head of Marketing, taking up the role in July 2017.

What impact did Puzanova’s tenure have on Spotify UK?

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Spotify’s Current Customer scores have increased in the UK. The score for the metric grew from 14% on 1 July 2017 (when Puzanova took charge) to 23% on 31 January 2023 (when she stepped down).

Similarly, the brand’s Word Of Mouth (WOM) Exposure metric - which asks if consumers have talked about a brand with friends and family in the past two weeks - improved six percentage points, from 11% on 1 July 2017 to 17% on 31 January 2023.

Spotify UK’s Consideration score - which indicates how many consumers are considering purchasing from the brand, when next in market - grew from 25% on 1 July 2017 to 32% on 31 January 2023.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Spotify’s Curretn Customer score is based on the question: Have you visited any of the following online service websites in the past 30 days? and delivered as a percentage. Its Consideration score is based on the question: Which of the following online services websites would you consider visiting? and delivered as a percentage. Its WOM Exposure score is based on the question: Which of the following online service websites have you talked about with friends and family in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 5099 GB adults between 1 July 2017 and 5 February 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.

Photo by Alexander Shatov on Unsplash