Direct Line for Business has appointed Claire Sadler as marketing director. Sadler brings extensive senior marketing and leadership experience to the company having worked agency side and client-side for some of the world’s most recognisable brands including BT, EE, Mars and Shell.

Sadler joins Direct Line for Business from BT where she held the position of group brand director, and was responsible for brand marketing and guardianship across the BT Group brands – BT, EE and Plusnet. Prior to this, she was responsible for establishing BT’s B2B brand and marketing strategy, overseeing all elements of planning, creative development and delivery. She has an in-depth knowledge of data and analytics having previously held the position of director marketing, data and insight at BT.    

Sadler also led digital transformation programmes within BT, including implementing Adobe Campaign Manager and Adobe Audience Manager to drive omnichannel trading and service improvements for the SME market. Her experience overseeing a fully automated, tailored marketing and sales journey will be crucial in this new role as Direct Line for Business expands its personalised customer experience.

At Direct Line for Business, Sadler will be responsible for all marketing activity and will oversee the next phase of the brand’s innovative Winston Wolf advertising campaign, which showcases the company’s high performance insurance offering. She will also lead the marketing launches of our new personalised SME propositions following the first successful launch into the hair and beauty sector.

Mark Evans, marketing director of Direct Line Group says, “We are delighted to have secured a candidate of Claire’s calibre, further strengthening our senior marketing team across the organisation. Direct Line Group is renowned for pushing boundaries with innovative marketing campaigns and strategic brand building, and we continue to redefine the insurance sector for our customers. Claire will be the leading architect of the new marketing strategy for Direct Line for Business. She joins an organisation that is rapidly changing and she is the ideal person to engage customers in our evolving B2B product suite.

Sadler adds, “I’m delighted to have joined a dynamic organisation with ambitious plans to expand, and deliver personalised solutions to support under-served and growing small businesses in the UK. The Direct Line brand is iconic within the UK insurance industry, but there is an opportunity to strengthen consideration among the landlord, van, tradesman and small-business communities.”

Direct Line for Business offers a comprehensive suite of small-business insurance solutions to cover landlords, tradesman, van drivers and small-business owners.