Direct Line Group Hires Sam Day from Confusedcom as Interim CMO
Former Confusedcom CMO Samuel Day joins Direct Line Group as interim CMO, spearheading marketing during a transformative phase as the company gears up for growth under new leadership
Direct Line Group has announced the appointment of Samuel Day, the former CMO of Confused.com, as its interim CMO to assist in preparing the business for its next phase of growth. Samuel Day served as CMO at Confused.com for nearly six years before revealing his departure in November.
Direct Line Group is preparing to welcome a new CEO, Adam Winslow, later this quarter as Jonathan Greenwood took over as acting CEO in January last year after former chief executive Penny James stepped down. The company's marketing team has also undergone changes, with longstanding managing director Mark Evans stepping down in October 2022. This led to a restructure and the creation of a chief customer office led by Kate Syred, the firm's managing director of household, partnerships, data, pricing, and underwriting.
Syred was the top marketer at the time, reporting to brands director Kerry Chilvers. However, Chilvers left the company in July 2023. In the previous year, Direct Line also saw the departure of head of marketing Wendy Moore in April and head of insight, marketing effectiveness, and customer experience, Ann Constantine in February 2023.
In February last year, Sam Taylor was promoted to interim marketing director, taking over the role of head of customer value.
In his role as group CMO, Day is responsible for developing strategy for the company's various brands, including Direct Line and Churchill. He will also lead the effort to innovate data-driven marketing and prioritize customer-centric initiatives to maximize return on investment.
"I've witnessed the team's dedication to customer experience and innovative marketing from an outsider's perspective. I'm excited to contribute to taking it to the next level," Day comments.
"All the brands in our portfolio are well-known household names, and I am passionate about creating multi-brand strategies that perfectly complement each other."
Acting CEO Greenwood commends Day for his "proven track record." Day was recruited by former owner Admiral in 2018 to turnaround Confused.com's market share and increase profits leading up to a potential sale.
In May 2021, ZPG (Zoopla Property Group) acquired the company for over £500m. Under his leadership, the brand's marketing creative was revamped for the successful launch of the 'Confusion to Clarity' campaign, resulting in a significant improvement in market share in the motor insurance category. During Day's tenure in marketing, Confused.com reclaimed its position as the second-largest price comparison website in the motor and home markets.
Before joining Confused.com, he was head of customer acquisition at breakdown cover service RAC. Before this, he spent time at Microsoft, as well as the AA and HSBC.
