Confusedcom Chief Marketing Officer Sam Day Steps Down
Sam Day, the esteemed CMO of Confusedcom, is bidding farewell to his role after an impressive six-year tenure Recognized for his transformative efforts, he successfully revamped the brand's image
After nearly six years, Sam Day will be stepping down from his position as CMO at Confused.com. Day was hired by former owner Admiral in 2018 with the objective of reversing the company's decline in market share and boosting profits, ultimately leading to a carve out sale. In May 2021, this objective was accomplished when ZPG (Zoopla Property Group) purchased Confused.com in a deal valued at over £500m.
During his tenure as CMO, Day has revamped the brand's marketing strategies with the launch of the 'Confusion to Clarity' campaign, resulting in a significant increase in the site's market share in the motor insurance category. His efforts in enhancing marketing ROI by 36% and boosting spontaneous brand awareness by 45% earned Confused.com the prestigious Silver Effie award in 2020.
Reflecting on his time with the company, Day describes it as a "remarkable journey" and expresses gratitude to the "incredible" individuals he collaborated with along the way. "Looking at how far we have come, I am immensely proud of our accomplishments. With the business poised for its next stage, I believe it's time for me to pursue a new challenge after six successful years."
Day’s successor at Confused.com has yet to be announced.
The long and short of it
In 2021, Day discussed the challenges of engaging the CEO and CFO of the business in the importance of long-term brand building with Our Website. He described these discussions as difficult, but found that presenting the information in a logical manner was the key to obtaining the necessary support and sufficient time for effective implementation.
"My approach was to communicate with them using terms that were familiar to them, such as expected returns and time frames, as well as explaining the costs involved and the benefits of long-term investments. I also walked them through our development process," Day shared with Our Website at the time. "Ultimately, the goal was to inspire confidence that we had control over the entire process."
Confused.com CEO Steve Dukes expressed his admiration for Day's remarkable contribution to the brand and commended his dynamic leadership of the marketing team. "As we anticipate the future, we continue to build upon the solid foundation of the Confused.com brand, in which Sam has played a significant role in fortifying," he remarked.
