Confused.com appoints CMO to drive ‘new era’ for the brand
Former Swyft CMO Geoff Bull joins Confused.com to lead the brand as it looks to “support customers” through a turbulent insurance market.
Confused.com has appointed Geoff Bull as CMO to steer the brand through a “new era” and deliver “improved customer experiences”.
Bull joins the comparison business after almost four years as CMO at furniture company Swyft where he led the brand’s digital marketing, SEO, brand marketing, social marketing and ecommerce.
Bull’s role will focus on evolving the Confused.com’s marketing strategy to support consumers through the cost of living crisis and a challenging insurance market.
“Confused.com is a fantastic brand that has a history of great marketing in a very competitive market,” Bull says. “Insurance is a very turbulent industry right now, with incredibly high prices posing a lot of challenges for consumers.”
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Bull takes over from Samuel Day, who joined Direct Line Group as its interim CEO earlier this year. Day spent almost six years as CMO at Confused.com before announcing his departure in November 2023.
During his tenure, Day overhauled the brand’s marketing creative to launch its ‘Confusion to Clarity’ campaign which saw the site significantly improve its market share in the motor insurance category.
A focus on customers
Confused.com CEO Steve Dukes says the company continues to “evolve in order to provide the best possible experience for customers” and believes Bull’s appointment will play a big part in that.
“Geoff brings dynamic and diverse experience into a key role within a team set up to flourish in a competitive market,” he adds.
Bull’s career in marketing and digital spans 20 years, having previously worked with brands such as John Lewis and More Than.
On his appointment, Bull says he is looking forward to working with the team to “optimise and leverage” all marketing channels to “deliver the best experience for our customers and help the brand in its purpose of saving customers money”.
The appointment follows the new partnership between Confused.com and Leo Burnett, who took over as the company’s creative agency in January. In addition, Bull will also work alongside the brand’s existing agencies, The 10 Group and Zenith.
