Through our Spotlight Series, we delve into the minds of our colleagues to find out more about their roles, what motivates them, who inspires them and much more.
What originally attracted you to BGL Group?
My BGL journey began back in September 2015 when I joined the Group as part of the Marketing Graduate Programme.
Post university, I was keen to pursue a career in marketing, but I was unsure what specific area I wanted to specialise in. I wanted to join an organisation that provided graduates with the opportunity to work cross-discipline, and that’s exactly what I found with the BGL Graduate Programme.
The prospect of working with some of the UK’s leading insurance brands and of course the Meerkats, was also a big driving factor!
Tell us about your journey through BGL since you joined…
On the graduate programme, I spent my first two rotations working over at comparethemarket.com, kicking off with the Brand and Communications team before moving over to the Digital team. Both were brilliant rotations and allowed me to work on everything from TV ads to SEO and content!
I then joined the eCommerce team at BGL Life for my final graduate rotation. When I'd completed the programme I was thrilled to be offered a permanent role at BGL Life, joining the team as Senior Digital Marketing Executive.
The broad range of experience I’d gained from my time at comparethemarket.com and BGL Life allowed me to make the jump to Marketing Manager in 2018 when I joined our Insurance, Distribution and Outsourcing (IDO) division’s, Motor and Home team.
Tell us about your role as a Marketing Manager…
I work across both partner and internal brands, meaning no two days are ever the same at IDO Motor and Home!
The main focus of my role is to drive performance across a range of digital marketing channels, and the development and execution of marketing campaigns and propositions.
We manage the vast majority of our marketing function in-house, which allows us to manage channels and campaigns completely end-to-end and make optimisations in real-time.
Who inspires you?
Bit of a cliched answer, but I’d have to say my parents. They have their own business in the North East which they built from nothing. Their desire and motivation inspires me to push myself harder every day.
Within the marketing space, I look to Mark Ritson, a lead columnist for Marketing Week, for inspiration and insight into latest brand campaigns and industry news.
What was the best marketing campaign you saw during 2020 and why?
My favourite campaign of 2020 was KFC’s ‘KFC is back’ (maybe says more about me than the campaign).
The campaign used user-generated content to mark the reopening of KFC restaurants back in May, which I thought was a brilliant concept. The TV ad centres on images taken from its #RateMyKFC social media campaign, which encouraged people to make their own versions of its meals and post them on social for the brand to critique – often harshly! The ad then implied that KFC would now ‘take it from here’.
2020 was a really tricky year for marketeers to navigate, but I think KFC did a brilliant job of injecting a little bit of humour during a difficult period.
How do we make buying insurance exciting for our customers?
Standing out from the crowd and speaking the same language as our customers.
Using BGL’s first temporary insurance offering, Jaunt, as a case study, we’ve worked really hard to develop a tone of voice that is unique, conversational and aligned to our target audience. We’ve taken a step away from traditional insurance vocabulary and created a brand that is fun and encourages adventure.
And finally, what are you looking forward to in the future at BGL?
Firstly, I’m looking forward to seeing the development of our own brands in the coming year and, from a personal perspective, I am excited to continue my development with BGL and continue to challenge myself every day.
Interested in joining BGL? Take a look at our current vacancies