Former HCF CMO joins Compare the Market

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.

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