Hagerty has elevated Marc Burns to Chief Marketing Officer and appointed Matt Teshera as Senior Vice President of Marketing. The dual promotion restructures the brand's marketing apparatus at a moment when collector-vehicle insurance—historically fragmented and informal—consolidates around digital-first customer acquisition and lifestyle integration. Burns and Teshera now operate as coordinated leadership: one accountable for strategic brand direction, one managing execution and channel performance. This separation of duties indicates Hagerty intends to scale messaging beyond traditional insurance channels into experiential platforms, content production, and high-net-worth community engagement.
The structural move carries implications for physical and identity infrastructure. A dual-CMO structure typically precedes major visual system overhauls, campaign architecture redesigns, and the manufacture of owned-channel assets—from event collateral to digital-native branded environments. When a company elevates both strategic and operational marketing heads simultaneously, it signals preparation for sustained, multi-platform presence. Hagerty's next phase will require consistent imprinting across sponsorships, member communications, digital properties, and possibly retail or event spaces. The brand's identity layer—how it appears, speaks, and organizes information across touchpoints—becomes the structural skeleton that keeps these two leadership functions aligned.
For experienced operators, the window is now. Hagerty will commission significant identity and collateral work in the next 120 days. Single Family Offices and heritage collections increasingly overlap with the collector-car ecosystem; premium event planners and CMOs at the $250K+ tier should note this signal as a category inflection. The company is signaling it will compete not just on price or underwriting, but on belonging and cultural credibility. Those who manufacture or steward branded experiences in this space should position capability in heritage-brand positioning, community-access design, and cross-channel consistency. This is the way this gets handled: through disciplined identity infrastructure, not reactive promotions.
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TikTok / Reels hook
"Hagerty just split its marketing leadership into two roles. What does that tell you about where collector-car culture is heading."
LinkedIn post
Hagerty's elevation of Marc Burns to CMO and Matt Teshera to SVP Marketing represents a deliberate restructuring of marketing accountability. Dual leadership at this level typically precedes major brand repositioning and multi-channel infrastructure investment. If you operate in the premium automotive or high-net-worth lifestyle space, what signals are you reading from your own category leaders.
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