Agencies on alert as used-car platform hires first CMO

motorway 2Used-car online platform Motorway has brought in the man who had a key role in Moneysupermarket’s brand relaunch and the “Get Money Calm” brand positioning to lead a major push for the start-up and turn it into a household name.

Lloyd Page left Moneysupermarket last month and will become Motorway’s first chief marketing officer. He will now be spearheading the execution of the platform’s brand vision and marketing strategy; a move likely to put all agency new business teams on alert.

Page joins Motorway as the brand claims to have witnessed “unprecedented” growth, driven in part by the current Covid-19 restrictions as well as a major surge in online car buying and selling triggered by the likes of Carwow and YesAuto. Carwow works with TBWA London, Mindshare and LiveRamp,  while YesAuto’s account is handled by Unlimited agencies.

Page began his career at Virgin Trains in 2000 as marketing manager, covering CRM, new media and design. In 2008, he joined Vodafone as global advertising manager, before taking on the role of head of consumer content.

He then spent nearly six years at John Lewis, initially as head of brand marketing and then as head of online marketing, where he defined the digital marketing strategy and plan for johnlewis.com.

In 2016, Page joined Virgin Media as director of brand and brand communications, leading a team of 50 staff working across marketing strategy and insight, brand experience and in-house creative studio, media, advertising, sponsorship and digital marketing.

Two years later, Page switched to Moneysupermarket as marketing director, where he was part of the senior team which relaunched the business and brand around the customer driven positioning of “Get Money Calm”, including the “Money calm bull” advertising campaign by Engine.

Motorway, which launched in 2017, works by connecting private car sellers with thousands of verified dealers nationwide. Its technology matches sellers’ cars with a network of over 3,000 verified dealers who are looking for similar models. It enables dealers to directly access consumer car sellers and acquire the best used car stock online, and with no middlemen involved.

The platform has grown to a team of more than 100 over the past 12 months and has completed in excess of 50,000 successful car sales for customers across the UK. The company has raised more than £14m in venture capital funding from Marchmont Ventures, LocalGlobe and others.

Motorway chief executive Tom Leathes said: “Lloyd is joining us at a time when the car industry is undergoing a massive transformation towards digital and Motorway is at the absolute heart of this. We’ve always been a 100% online business, helping customers sell their car quickly, conveniently and for the best price, without leaving home.

“We’ve had an incredible year of growth and development and now it’s time to take our brand to the next level. That’s where Lloyd comes in. His big brand experience from John Lewis and Virgin Media through to Moneysupermarket is the perfect combination of what we need – a brand and customer-led marketing guru, combined with unparalleled digital expertise.”

Page added: “The global pandemic has been a challenging time for most brands – finding a way to solve a real customer need and execute on this has been the key to driving brand engagement and business growth. And Motorway has nailed this – they’ve disrupted an industry that was in desperate need of modernising and they’ve simplified the confusing and time-consuming process of selling a car, as well as making it safer during national lockdowns.

“While we will continue to be restless in developing our offer, the customer proposition and outcome Motorway provides drives real customer value. So our next step will be to scale up and evolve our brand and marketing strategy, making Motorway the first port of call for anyone looking to sell a used car.”

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