Former HCF CMO joins Compare the Market

Previous marketing chief sets sail on a Remote Year after transforming the comparison site's marketing function

Jenny Williams
Jenny Williams

Former HCF CMO, Jenny Williams, has taken the top marketing job at insurance comparisons marketplace, Compare the Market.

Williams left HCF last May after two years in the rolee, spearheading a digital and marketing transformation across the organisation that incorporated the rollout of a new marketing technology stack, customer segmentation approach, website and membership loyalty scheme. She also oversaw the relaunch of the brand and a new brand proposition in the market.

Prior to that, Williams held a number of local and regional director roles across agencies such as McCann Worldgroup, Tribal DDB and MRM.

Williams is replacing James Burnett, who has spent the last 15 months as chief marketing and digital officer at Compare the Market. He was previously CMO at Ladbrokes Australia.

Compare the Market is well known for its use of Aleksandr the Meerkat in its UK and Australian advertising campaigns, making it one of the most brand recognised organisations in the insurance space since its establishment in 2007. The company launched in Australia in 2012.

“The role is the perfect fit for me – I have been a fan of the brand since launch and having worked with one of Australia’s largest health funds, I hope to bring insights from both sides of the fence to further optimise our customers’ experience in their search for better price," Williams said.

“Compare the Market holds a position of trust among consumers who rely on its services to help them simplify the complex process of managing their everyday finances. Ultimately, we want to help consumers save money by enabling them to find products better-suited to their individual needs."

Speaking to CMO, Burnett said a change in personal circumstances opened up unexpected flexibility in his life, leading him to sign up to do Remote Year, an organisation that brings together professionals, entrepreneurs and freelancers globally to spend four or 12 months together working and travelling internationally.

“Having spent the last five years building the brand and marketing function of Ladbrokes from the ground up, and then restructuring the marketing function at Compare The Market, including lifting the headcount from nine to 30, the opportunity to collaborate with fresh young minds while travelling through Europe is very appealing,” Burnett said.

“What’s not to like about discussing a new ecommerce snacking on bolo de bolacha. What’s next after this, I don’t know. But I am sure it will be at the pointy end of building ecommerce businesses…somewhere in the world.”

Williams' appointment comes off the back of the appointment of Compare the Market's acting CEO, Rob Clancy, as permanent CEO. Clancy has been with the company since its inception and was previously the chief operating officer.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in