Direct Line for Business has appointed BT group brand director Claire Sadler – who has been at the company for 13 years – to the role of marketing director as the division seeks to expand its personalised customer experience strategy.
Sadler brings extensive senior marketing and leadership experience to the company having worked both agency side at Proximity London as well as client side at Mars, Shell, EE and BT.
At BT, she was responsible for brand marketing and guardianship across the BT Group brands – BT, EE and Plusnet. Prior to this she was responsible for establishing BT’s B2B brand and marketing strategy, overseeing all elements of planning, creative development and delivery. She has an in-depth knowledge of data and analytics having previously held the position of director marketing, data and insight at the telecoms giant.
Sadler also led digital transformation programmes within BT, including implementing Adobe Campaign Manager and Adobe Audience Manager to drive omni-channel trading and service improvements for the SME market.
Dirct Line says her experience overseeing a fully automated, tailored marketing and sales journey will be crucial in this new role as the division ramps up its marketing personalisation.
In her new role Sadler will be responsible for all marketing activity and will oversee the next phase of the brand’s “Winston Wolf” ad campaign, starring Harvey Keitel. She will also lead the marketing launches of new personalised SME propositions following the firm’s expansion into the hair and beauty sector.
Direct Line Group marketing director Mark Evans said: “We are delighted to have secured a candidate of Claire’s calibre, further strengthening our senior marketing team across the organisation. Claire will be the leading architect of the new marketing strategy for Direct Line for Business; she is the ideal person to engage customers in our evolving B2B product suite.”
Sadler added: “The Direct Line brand is iconic within the UK insurance industry, but there is an opportunity to strengthen consideration among the landlord, van, tradesman and small-business communities.”
Direct Line’s direct marketing account has been handled by MRM Meteorite since August 2012.
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