Confused.com plots marketing resurgence with new CMO role

Price comparison website Confused.com has appointed Paul Troy as its new chief marketing officer in a bid to ‘step up’ the company’s performance and disrupt the market.

Confused.com's Brian

Brand characters, such as Homepride’s Fred (video above) and Confused.com’s Brian the robot, help to make brands easily identifiable

Troy’s new role sits across brand and digital, overseeing the strategy, advertising, PR, social, SEO, retention and performance marketing teams. For the upcoming year, he will be reviewing the brand strategy and setting out a clear and compelling position in the market.

Speaking on his appointment, Troy told Marketing Week: “I know that in this category good isn’t good enough, and creative must be great to cut-through and win market share. So it’s a real creative challenge as well as a strategic one.

“Confused.com is ripe for a resurgence. I feel its time has come to move up in the market. I’m confident we can do that and in the process disrupt the price comparison market in 2016.”

Troy is no stranger to the price comparison market – between 2011 and 2013 he was marketing director at Moneysupermarket, where he created the ‘You’re so money supermarket’ campaign with agency Mother.

He explained: “This category is a really exciting one hence my returning to play in it again. Now that it’s matured there’s more opportunity to move it up to the next level.”

He has also worked with other big consumer brands in the past, including Barclaycard and O2, where he headed up the advertising and marketing and consumer strategy divisions respectively.

Commenting on the appointment, Confused.com’s CEO Martin Coriat says: “Paul has a strong reputation in his field, and his wealth of experience and expertise in the sector will help Confused.com to further strengthen its position and drive growth for the brand in a competitive market. Paul is very enthusiastic about taking on this new role, and I am delighted to welcome him to the Confused.com team.”

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