After two years with mattress industry disruptor Casper, chief marketing officer Jeff Brooks is leaving to join insurance startup Lemonade. He’ll be taking charge of Lemonade’s in-house creative agency, which was announced over the summer.
“Lemonade doesn’t look, sound or act like a traditional insurance brand, and that’s the recipe for building something special and a big reason behind its rapid growth,” Brooks said in a statement. “Lemonade is making insurance transparent, accessible and incredibly enjoyable, disrupting an outdated market with superior technology, a customer-centric approach and talent with boundless creativity.”
Brooks spoke at the Brandweek summit last year about how Casper revolutionized an outdated industry with the bed-in-a-box, and then expanded that simple idea into a fully realized company and lifestyle brand.
As a fellow disruptor brand, Lemonade’s AI-supported approach to insurance seems like a natural move for Brooks. The insurance industry, like traditional mattress stores, has long frustrated customers with its byzantine and opaque process. Lemonade’s aim to change that through complete transparency and customer service feels right in line with the spirit of Casper.
“Adding Jeff to our team is a huge step towards our goal of becoming the world’s most lovable insurance brand,” said Lemonade co-founder, president and COO Shai Wininger in a statement. “Jeff’s extensive experience building world-class iconic brands, both from the agency side and the client side, is truly unique. It puts him in the perfect position to lead our brand and marketing strategy as we continue to scale.”
Before joining Casper, Brooks served as president and CMO of Huge, chief commercial officer of Assembly, CEO of M&C Saatchi New York and CEO of Havas New York.