Direct Line Group Appoints Interim Chief Marketing Officer

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 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.”


For further information, please contact:

Ewan Robertson

Head of News and Issues

Direct Line Group

Mob: 07779718865

Email: [email protected]