Former Everest and Anglian marketing chief Martin Troughton has made it a hat-trick of roles at home improvement companies by joining rival Safestyle UK as marketing director.
In his new role, Troughton joins the executive team of the Bradford-based firm and will be responsible for lead generation, brand development and new product development, reporting to group chief executive Mike Gallacher.
Set up in 1992, Safestyle is looking to bounce back after reporting a pre-tax loss of £6m in the six months to June 30, down 164% on the previous half year when it made a profit of £9m.
The loss was blamed on significant business disruption caused by new market entrant SafeGlaze UK, which was set up by Safestyle co-founder Mitu Misra when he left the business.
In legal action, Safestyle accused its rival of “passing off, misuse of confidential information, and malicious falsehood”. In September, Safestyle secured an out-of-court non-compete settlement with Mitu. Safeglaze has since gone into administration.
Troughton, a highly respected figure in the marketing industry, worked at Ogilvy Direct and Bates before switching client side as head of direct marketing at BT. He then co-founded HPT Brand Response, before striking a deal with WPP to set up Harrison Troughton Wunderman and then Sharpen Troughton Owens Response.
He quit agency-land and joined Anglian in November 2006, switching to Everest in 2015. He left Everest in the summer.
Gallacher said: “We are all delighted that Martin has agreed to join the business at such a pivotal time. Our brand has a distinct heritage and we will aim to bring this back to life, through our communications and increasingly through our consumer experience.”
Troughton added: “I have admired the success of Safestyle from an industry perspective for several years and very much look forward to steering the brand to even greater success in the years ahead.”
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