Lemonade hires first chief marketing officer
Jeff Brooks, who was most recently the CMO of Casper helping the mattress brand create its new mission statement of “awakening the potential of a well-rested world,” has joined Lemonade to become its first chief marketing officer.
Prior to Casper, Brooks held several leadership roles, including President and CMO of digital agency Huge, Chief Commercial Officer of MDC Media Partners, CEO of both M&C Saatchi and Havas, and President of BBDO’s digital agency network. In July, Lemonade hired Nuno Ferreira, previously creative director at ad agency 72andSunny, to be its new head of creative marketing as the company looks to build an in-house creative agency. Lemonade is also looking to hire a WordPress developer who will work closely with product managers, designers, and content writers to build and maintain the company’s “growing and diverse portfolio of WordPress sites.”
“Lemonade doesn’t look, sound or act like a traditional insurance brand, and that’s the recipe for building something special and a big reason behind its rapid growth. Lemonade is making insurance transparent, accessible and incredibly enjoyable, disrupting an outdated market with superior technology, a customer-centric approach and talent with boundless creativity,” said Brooks in a statement via Adweek.
_ _ _
Unlike mattress companies that typically enjoy a long-term relationship with customers (consumers expect to keep a new mattress for 9.4 years), Brooks is entering an industry where companies’ quality of service and pricing aren’t as consistent as the comfort level a good mattress provides night and day.
In other marketing news, Clearcover has changed its mind in regard to all things customer-acquisitions related. The Chicago-based auto insurance startup is looking to hire a digital marketing specialist to help make “Clearcover marketing and advertising campaigns engaging and informative.” One of the primary responsibilities of the new hire will be to manage, test and analyze paid marketing campaigns across Facebook, Google Ads and Google Display. But that’s not all. Clearcover also posted a job ad for an experienced head of agency distribution that will help bring its digital insurance product solutions to “an evolving agency distribution channel.”
Clearcover was built with a promise to not charge consumers for things they don’t need. “There are billions spent every year by big insurance companies on ads, agents and marketing incentives, all sort of geared toward helping people to think about insurance more often and trying to make insurance a bigger part of people’s lives. That didn’t make a lot of sense to us,” said Kyle Nakatsuji, Clearcover’s CEO and founder, back in 2017. The startup works with different partners such as Gabi and Jerry, but you know what they say, time is money and Clearcover can’t afford to wait for a handful of moments to interact with consumers.