April 24th, 2023, Lesley Simeon
Ed Plummer is retiring from his role as chief marketing officer at American sporting goods company Dick’s Sporting Goods after nearly four years in the position. Following a brief transition period that ends later this month, Plummer will be replaced by Emily Silver who was previously senior VP, portfolio marketing of PepsiCo.
How did Dick’s Sporting Goods perform under its outgoing CMO?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - the retailer’s Consideration, Index and Current Customer scores improved during Plummer’s tenure.
The brand’s Index metric - which is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation - grew from a net score of 15 in May 2, 2019 (when Plummer took charge as CMO) to 24 in April 2023. Similarly, its Current Customer score improved by two percentage points, from 6% to 8% during the observation period.
With Ed Plummer at the helm of marketing activities, Dick’s Sporting Goods overall brand health saw positive upward movement along with the brand’s Consideration score.
Consideration - which indicates how many consumers are considering purchasing from the brand when next in market - for Dick’s Sporting Goods trended upwards from 21% in May 2019 to 27% in April 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Dick’s Sporting Goods’ Index score is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score between -100 and +100. Its Current Customer score is based on the question: Have you purchased goods or services from any of the following brands in the past three months and delivered as a percentage. Its Consideration score is based on the question: When you are in the market next to purchase goods or services from a brand, from which of the following would you consider purchasing? and delivered as a percentage. Scores are based on an average daily sample size of 8746 US adults between January 2019 and April 2023. Figures are based on a12-week moving average. Learn more about BrandIndex.
Photo by Fachry Zella Devandra on Unsplash