Direct Line Group today announced the appointment of Samuel Day as interim Chief Marketing Officer (CMO). Day will attend the Group’s ExCo, reporting into the acting Chief Executive Officer, Jon Greenwood.
Day will be responsible for leading Direct Line Group’s marketing strategy across its key personal and business insurance brands, including Direct Line and Churchill, and motoring brand Green Flag. He will also spearhead the Group’s data led marketing innovation and drive even greater customer centricity, to ensure a consistent and effective return on investment.
Day joins DLG after an immensely successful six years as CMO at Confused.com. He was an integral member of the ExCo team that grew the Price Comparison Website (PCW) back into second place in the incredibly competitive motor and home markets, culminating in the sale of the business to the RVU Group. He has joined Direct Line Group in an interim capacity to help prepare the business for its next growth phase under new CEO Adam Winslow who joins later in the first quarter of 2024.
On announcement of the role, Day said: “I’m so excited to have joined a Group that I have admired as a marketeer for most of my career. I’ve seen from the outside how passionately everyone focuses on customer experience and cutting-edge marketing. I can’t wait to get to work on driving this to the next level. All the brands across the portfolio are strong household names and one of my passions is developing multi brand strategies to ensure they complement each other perfectly.”
Jonathan Greenwood, acting CEO commented, “Samuel Day brings a wealth of experience and a proven track record in the financial services sector. He will play a pivotal role in shaping and executing our marketing strategy. With an enviable pedigree in the industry, Day will accelerate our digital and data led marketing capabilities, driving product demand and enhancing brand loyalty, ensuring customer need remains at the heart of our business.”
ENDS
For further information, please contact:
Ewan Robertson
Head of News and Issues
Direct Line Group
Mob: 07779718865
Email: Ewan.robertson@directlinegroup.co.uk
Notes to editors:
- We are the UK's only diversified insurer and we operate in the UK, Ireland and Canada. We also have international investments in India and China.
- We help our 25.3 million customers make the most out of life, plan for the future, and have the confidence that if things go wrong we’ll be there to put it right.
- We have been taking care of people for more than 325 years, in line with our purpose of being ‘with you today, for a better tomorrow’. In 2025, we paid £31.9 billion in claims and benefits to our customers.
- Aviva is a Living Wage, Living Pension and Living Hours employer and provides market-leading benefits for our people, including flexible working, paid carers leave and equal parental leave. Find out more at www.aviva.com/about-us/our-people/
- As at 30 June 2026, total Group assets under management at Aviva Group were £479 billion and our estimated Solvency II shareholder capital surplus was £6.8 billion. Our shares are listed on the London Stock Exchange and we are a member of the FTSE 100 index.
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