Hagerty Restructures Marketing Leadership Amidst Growth Ambitions
Event summary
- Hagerty has promoted Marc Burns to Chief Marketing Officer (CMO), a role created in February 2026.
- Matt Teshera has been appointed Senior Vice President (SVP) of Marketing, also a newly created position.
- Teshera previously held leadership roles at AT&T, including Vice President, Consumer Acquisition and Growth, and at Warner Media.
- Hagerty protects 2.7 million vehicles across the US, Canada, and the UK.
- Burns joined Hagerty just one year prior to his promotion.
The big picture
Hagerty's restructuring of its marketing leadership signals an intensified focus on member engagement and brand differentiation within a competitive landscape. The appointments suggest a move towards a more data-driven and integrated marketing approach, crucial for sustaining growth and justifying its public market valuation. The company's reliance on passion-driven brand loyalty requires careful management as it scales its operations and expands into new markets.
What we're watching
- Tiered Membership
- Teshera's focus on a tiered membership model suggests Hagerty intends to increase revenue per member and potentially segment its customer base, which could impact unit economics and customer acquisition costs.
- Integration Risk
- Unifying Hagerty’s diverse business lines (insurance, auctions, media) under a single marketing strategy presents integration challenges; success hinges on overcoming operational silos and ensuring a consistent brand experience.
- Execution Speed
- The rapid promotion of Burns and appointment of Teshera indicates a sense of urgency; the ability to quickly implement and realize the benefits of their strategies will be a key indicator of Hagerty’s future performance.
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