A strategic marketer and consumer champion with a “can-do” attitude. A track record of delivery across a diverse range of sectors and geographies. A change agent with a strong focus on leadership and people development, leading from the front but always seeking to build strong and self-empowered teams.
Currently Marketing Director for Direct Line Group with overall responsibility for all aspects of Marketing activity. DLG is a British general insurer with a broad portfolio of market-leading brands including Direct Line, Churchill, Green Flag and Privilege. In the last 3 years, I have led the transformation of the Marketing function from one of low confidence, capability and impact, towards a team that is now recognised both internally and externally on the basis of what has been achieved in a highly commoditised market.
A highlight achievement has been the turnaround in fortunes of our flagship Direct Line brand creating genuine differentiation through a “fixer” positioning. This has been the catalyst for the Winston Wolf campaign but also acting as a lightning rod through the organisation to ensure that the brand promise is consistently delivered.