Question · Q3 2026
Alex Straton asked about the expected year-end marketing expense as a percentage of sales compared to historical levels, and whether this line item is anticipated to continue moving higher next year. She also inquired about the company's progress against its medium-term outlook, highlighting areas of most progress and remaining work, excluding uncontrollable headwinds like tariffs.
Answer
CFO Mike Mathias indicated that marketing spend will be in the mid-fours as a percentage of sales this year, resetting a baseline from around 4% last year. He expects continued investment in H1 next year, pacing towards a 5% annual rate, with plans to leverage other expense lines. He noted that the company's full-year top-line trajectory will align with its low to mid-single-digit algorithm, and significant progress has been made in controlling costs across the P&L, allowing for advertising investment while aiming for a 10% operating margin aspiration.