British real estate portal PurpleBricks has appointed Ben Carter, a former journalist, to replace Ed Hughes as chief marketing officer.

Carter (LinkedIn profile) joins from Just Eat, a British online food order and delivery service, where he was global director of restaurants and strategic partnerships. He started at Just Eat five years ago as U.K. marketing director. He takes over from Hughes, who launched the “save yourself from commisery” campaign, that was loathed by U.K. estate agents.

“I love working in high-growth, disruptive businesses with ambitious and innovative teams, and PurpleBricks is no different,” Carter told industry publication Campaign. Carter used to work for Campaign as a journalist and news editor from 2004 to 2006 when it was known as Marketing magazine.

“We want to switch buyers and sellers from the high street to digital by continuing to invest in brand growth.”

Before his stint at Just Eat, Carter was a director of digital at Betfair after working for online seller as marketing director.

PurpleBricks has struggled to increase its market share in the U.K. over the last two years. It accounts for just over 4% of the entire hybrid estate agency market. In its latest financial results, the company saw revenue fall by 2% to £111.1 million ($147.5 million U.S.) and operational losses increased to £9.4 million from £1.5 million, though group losses fell from £54.9 million, which included losses from its failed overseas businesses in Australia and the U.S., to £19.2 million.

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