Confused.com Welcomes New CMO to Navigate Brand's Evolution

Confused.com

Confused.com has appointed Geoff Bull as CMO to steer the brand through a “new era” and deliver “improved customer experiences”.

Bull has recently transitioned into the comparison business after serving as the CMO at Swyft, a furniture company, for nearly four years. During his time at Swyft, he was in charge of overseeing the brand's digital marketing, SEO, brand marketing, social marketing, and ecommerce strategies.

In his new role at Confused.com, Bull will be concentrating on enhancing the company's marketing strategy. This strategy will aim to assist consumers during the cost of living crisis and navigate through a challenging insurance market.

"Confused.com is a great brand known for its strong marketing efforts in a highly competitive industry," Bull mentions. "The insurance market is currently facing a lot of instability, with steep prices creating difficulties for customers."

Bull succeeds Samuel Day, who recently became the interim CEO of Direct Line Group. Day previously served as the CMO of Confused.com for nearly six years before revealing his departure in November 2023.

A focus on customers

Day revamped the brand's marketing creative during his time, introducing the successful 'Confusion to Clarity' campaign. This initiative led to a notable increase in market share for the site in the motor insurance category.

Confused.com CEO Steve Dukes is excited about the company's ongoing evolution to enhance customer experience. He believes that Bull's appointment will significantly contribute to this progress. "Geoff's diverse and dynamic experience will be valuable in a key role within our team," Dukes says, highlighting the competitive market where the team is poised to thrive.

Bull has had a successful career in marketing and digital for 20 years, with experience at top brands like John Lewis and More Than.

In his new role, Bull expresses excitement about collaborating with the team to make the most of all marketing channels. He aims to provide customers with the best experience possible and support the brand's goal of helping customers save money.

Following the recent collaboration between Confused.com and Leo Burnett, who became the company's creative agency in January, Bull has been appointed. In addition, Bull will also collaborate with the brand's current agencies, The 10 Group and Zenith.

Editor's P/S:

The appointment of Geoff Bull as CMO at Confused.com signals a renewed focus on enhancing customer experiences amidst the challenging economic climate. Bull's extensive marketing expertise and customer-centric approach will be crucial in navigating the competitive insurance market and providing consumers with the support they need during the cost of living crisis.

Bull's diverse experience in digital marketing, brand building, and customer engagement will enable him to drive innovative strategies that resonate with consumers. His collaboration with Leo Burnett, The 10 Group, and Zenith will further strengthen Confused.com's marketing capabilities and ensure a consistent and impactful brand presence across all channels. With Bull at the helm, Confused.com is well-positioned to continue its mission of providing clarity and cost-saving solutions to insurance customers.