Compare the Market Introduces Chief Customer and Chief Brand Officer Roles

Category

Marketing

Read Time

3 min

Published

07 May, 2024

Price comparison site, Compare the Market, have restructured their teams and introduced two key roles to the business. Both roles are brand new, but each are thought to be critical in pushing the business forward.

The two new roles, both of which are senior, have been developed to ensure they are “really explicit” and laser-focussed on what they bring to the table.

Tom Wallis who joined the company in March 2023 from recipe box start up Gousto, has changed to Chief Customer Officer having previously worked as Chief Revenue 0fficer.

He sits alongside Mark Vile who has been at the company since 2017 and who has recently transitioned from Chief Marketing Officer to Chief Brand Officer. Both of these roles report to the CMO and are pivotal in shaping the company’s strategic direction.

A spokesperson for the company said:

There are two crucial areas which inform everything Compare the Market does as a business – our customers and our brand. These areas will continue to be led by Tom Wallis and Mark Vile, but they will have new titles of chief customer officer and chief brand officer respectively, to make what they do really explicit.

To support the change, Compare the Market has restructured the teams surrounding these two roles, enabling them to be sharply concentrated on customers and the brand. With these two distinct areas, the company aims to deliver a more cohesive customer experience and a stronger brand identity.

Wallis’s previous position as Chief Revenue Officer was also a new role within the business which he believed is a role that is “evolving.”

At Compare the Market, Wallis led a dedicated revenue team encompassing CRM, performance marketing, PPC, affiliates, display, and much more. He said the role was created to bring more clarity and attention to leveraging the scale of the company’s data and technology to effectively reach customers.

On the other hand, Vile’s role as CMO was more focused on attracting customers through branding, however both roles embodied the core principles of marketing. This ensures a comprehensive strategy that connects the company’s brand strength with its customer acquisition and revenue goals.

Wallis added:

It’s about meeting customers’ needs in a profitable way – that doesn’t change.

Data from LinkedIn, published in January, reveals that the title of Chief Revenue Officer (CRO) is the fourth fastest-growing sales and marketing role in the UK. It’s less common in B2C and is often found in B2B organisations, advertising sales, and tech-based companies.

Sarah Skinner, EMEA CEO at executive search firm Grace Blue Partnership, discussed the rise of the Chief Revenue Officer. She observed that, at a broader level, there’s a shift from the Chief Marketing Officer (CMO) role to that of the Chief Customer Officer (CCO).

The Chief Revenue Officer (CRO) role is part of this trend, demonstrating that marketers in many companies are becoming “much more central to business decisions.”

Understanding different marketing roles and structures can be confusing. We’ve dedicated a whole post to marketing job descriptions to hopefully bring some clarity about what each of these roles contribute to the business.

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