As our first senior job share, Dharini Patel and Lisa Sumner bring an exciting new way of working to CFC’s leadership team. A perfect partnership based on communication and trust, the pair spend their time deep in the world of marketing - from running product campaigns to overseeing events, design and communications - bringing double the expertise to lead an award-winning function.
Here, Dharini and Lisa share why marketing is key to driving business, the secret recipe behind a successful job share, plus what makes them tick outside of work.
Tell us about your background
Lisa: My first experience in marketing came at university, where I worked part time as a Marketing Assistant. After graduation, I took up an entry level marketing role in insurance and the rest was history! In the time since, I’ve continued to progress in generalist marketing roles in a range of organisations within insurance, from personal lines through to commercial.
Dharini: Mine was a similar story. I knew I wanted to go into marketing since sixth form, and for the past 20 years I’ve lived that dream, working across financial services in asset management, banking and now insurance. I first met Lisa when we joined Travelers Europe in a joint Marketing Director role, and we’ve never looked back. Having built a strong working partnership, we knew it was time for a change but wanted to continue working together. That’s when the role at CFC came up. In the market, we saw CFC as a competitor with outstanding marketing output and a real story of growth.
Lisa: The proof was in the pudding for us. What drew us to CFC was its size and reputation for innovation. As conversations progressed, we saw a real commitment to investing in growth, something which has only strengthened since we started here. You can really feel the company growing each day, and we’re thrilled to be a part of that.
You’re the first senior job share we’ve had! How does it work and what’s the recipe for success?
Dharini: The secret is being open and honest with each other. When we first started out in the job share, it was during the pandemic. That meant we quickly built up a strong level of trust with one another. Neither of us have big egos so it is never about one of us succeeding - what’s good for one of us is good for us both as a unit.
In the market, we saw CFC as a competitor with outstanding marketing output and a real story of growth. Dharini Patel, Marketing Director
Lisa: Communication is also key. Whether by email, Teams, WhatsApp or in person, we’re always checking in with each other in one form or another. This constant communication really is vital to staying updated with whatever is happening and avoiding duplicating work - very similar to co-parenting in a sense!
Dharini: The mutual respect we have for each other is another important factor as it allows us to play to our strengths and weaknesses - while of course being mindful that the other person’s strength doesn’t become your weakness.
What role does marketing play in an innovative company like CFC?
Dharini: Marketing connects the dots between a vision or idea and the audience its geared at. Specifically at CFC, marketing bridges the gap between a product or solution we’ve innovated and the challenges the client is facing, showing how the product alleviates the problem. That’s the role of marketing: it uses connections to create a powerful and compelling story which cuts through to the target audience.
Lisa: It’s also about educating your audience about a new innovation, solution or idea which people might not have immediately recognized a need for. Marketing is there to help present a great solution with impact and genuinely pique a person’s interest. If we can do that, and do it well, the end result is very powerful.
As marketing experts new to the business, what do you see as the opportunity for CFC?
Lisa: There’s a strong desire across the business to continuously innovate new solutions to address future needs. It’s something we already do really well and there is plenty of opportunity to continue this into 2026 and beyond. It’s not just about what we’re doing, but how we’re doing it. Remaining at the forefront of the next big thing – be that AI or something else - will empower us to continue our trajectory of extraordinary growth.
Dharini: With such a strong innovative culture driving the business, the opportunity is enormous. There’s no time to rest on our laurels. We have a massive opportunity to clearly articulate the CFC story and use it to build deeper relationships with both our brokers and clients. That’s how we can grow to be even bigger and even better.
What does ‘good marketing’ look like to you?
Lisa: Good marketing resonates with the audience it’s trying to reach on both a practical and personal level. It should make you feel seen and present itself in a way that convinces you this is the solution you need to address the problem you’re facing. Whether or not it achieves this is a measure of how good it is.
Dharini: Absolutely. It’s all in the dialogue and how it lands. In other words, is it compelling for the audience? Just look at Christmas adverts on the TV each year: some manage to pull at your heartstrings and really understand the brief of taking into account the needs and challenges of the viewer. This should be applied in marketing across every sector. In CFC’s case, it comes down to how well we are understanding and engaging with our broker partners.
Marketing helps present a great solution with impact and genuinely pique a person’s interest. If we can do that, and do it well, the end result is very powerful. Lisa Sumner, Marketing Director
Lisa: A great example of this are the CFC Summit events we host each year. From execution to delivery, it’s vital the team focuses on understanding the relevant needs of our broker audience to deliver something that is valuable to them.
What one piece of advice would you give to young women entering the insurance industry?
Dharini: Believe in yourself fully and have confidence in your own abilities. You hear stories of women being headhunted for senior roles in big companies who worry about their ability to do the job well when they’re fully qualified and more than capable. As women, we should be aware of the value of our experiences and be unafraid in bringing them to the table.
Lisa: For me, it’s about building your network. It can sometimes feel awkward or uncomfortable making small talk with people you don’t know, but it’s so important to creating connections that one day, whether it’s tomorrow or a year down the line, can give you a helping hand. Never underestimate the power of simply staying in touch with people - you never know when you might need them further down the line and you’ll be surprised at their willingness to help.
Dharini: It’s always refreshing seeing women in leadership roles, particularly in the insurance sector where historically this hasn’t been the case. The diversity in CFC’s leadership team really attracted us to the business. There are a lot of great role models here who young women can aspire to.
What are your passions outside CFC?
Dharini: One of my hobbies outside of work is paddle boarding. I do it first thing on a Saturday morning at a nearby lake and it really helps me be still and calm my mind. It’s also a great way to reflect on the week gone by and get yourself in a good frame of mind for the one ahead.
Lisa: I do lots of yoga! Alongside that, I love reading and getting outdoors. There is nothing better than going on a nice long walk and being amongst nature. I also like a good DIY project where I can learn new skills (and try not to demolish the house!).
Finally, what’s one thing most people don’t know about you?
Dharini: Believe it or not, I used to volunteer as an online agony aunt for young people!
Lisa: During covid I trained as a vaccinator, it was great to be able to help in the community and a novel way to get out the house during the pandemic.
Explore Knowledge for more expert insights shaping insurance, and meet more experts at CFC in the related resources below.
