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Graham Awards


Purplebricks moves quickly to replace latest executive to quit

Purplebricks has appointed the former O2 marketer, Ian Cafferky, as its new Chief Marketing Officer.

He will be replacing Ben Carter who this week announced his departure to go to furnishings company Dunelm.

A statement from the agency says Cafferky's task is "continuing to build national brand fame as well as emphasising local relevance and Purplebricks’ digital-first approach."

Cafferky is currently Chief Marketing and Communications Officer for SailGP - a sports sailing organisation.

Vic Darvey, Purplebricks chief executive, says: “We’re delighted that Ian will be joining the business in the new year. His combination of business transformation acumen and results-led marketing make him a great fit for Purplebricks. I also want to thank Ben Carter for the brilliant work he’s delivered, together with the whole marketing team, over the last fourteen months. We have the strongest brand in the industry and Ian has a great platform to build on.”

Prior to his work at SailGP, Cafferky was Director of Brand and Marcoms at O2 for five years where he achieved 12 consecutive quarters of growth.

He was also Chief Brand and Commercial Officer at Manchester City, coinciding with Abu Dhabi’s investment in the team. In this role, he led the club’s move into multimedia, recasting content commissioning, social media activities and CRM.

Explaining his decision to join Purplebricks he says: “I love working in fast-paced and dynamic environments. I have a deep understanding of business transformation, having started my career at Accenture, and combine this with my experience as a marketeer to make activity relevant, surprising and brilliant for customers. I look forward to drawing on both these skill sets as I join the amazing team at Purplebricks.”

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    The phrase often used ‘Digital First ’ still angers me. A successful estate agency requires actual humans to visit people’s properties and encourage them to use the services of the company they represent, often requiring 12 hour plus working human days, nothing ‘digital first’ about that. The ‘Digital’ aspect in a hybrid estate agency operation, automation of viewing and valuation booking, is a support service for the work done by the individual agents. Fair to say that this would actually be an ‘Agent first’ business not a ‘Digital first’ business.
    Investors like the feel of a ‘digital based’ anything, which is probably why the digital first tag gets used so frequently. Continuing to try a twist what was a network of great local estate agency businesses in to a nationwide agency without shops but with a nice website cannot be, it needs the great humans driving the sale of its services.


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