‘A calculated risk’: Taking on a new role during the pandemic

Making the leap from a secure, comfortable role to a new position during a pandemic – not to mention a global economic downturn – is not a move every marketer would make. However, those who have taken a calculated risk on a new job believe their decisions are about to pay off.

Despite having loved every minute of his five years at Just Eat, Ben Carter felt it was time for something new. In November, he gave up his twin roles as global director of restaurants and strategic partnerships at Just Eat and managing director of B2B food delivery marketplace City Pantry, for a “meaty” CMO position at online estate agent Purplebricks.

“I used to be a journalist and switched into being a marketer, so I’m a big believer in taking calculated risks. Clearly now is a huge period of uncertainty and the housing market is a market that has bouts of volatility, but the Purplebricks brand has such an amazing story and exciting proposition,” he states.

Carter describes himself as a “marketer at heart” and while he loved being at the core of the business in general management, having worked on Just Eat’s X Factor sponsorship and driven rapid growth via ad campaigns, a move back to marketing felt right. Combine with this buoyant demand in the housing market and a clear strategic direction, and the Purplebricks job was a “bit of a no brainer”.