Driving Growth for Insurers & Insurtechs
It’s an exciting time for insurance. AI-driven transformation, telematics, rising customer expectations and more are contributing to a rapidly evolving landscape. I bring 20+ years of marketing leadership, including 10 years at Allstate Canada, partnering with insurers and insurtechs to launch new products, increase customer acquisition and accelerate business impact.
Building a Better Insurance Experience
I help insurers and insurtechs succeed in an industry undergoing change by combining deep marketing expertise with proven transformation leadership, driving sustainable growth and giving you clarity and confidence in your marketing. As a fractional marketing lead and consultant, I partner with businesses on long-term strategy and growth. I’m also available for short-term engagements based on your needs.
With so many trends reshaping insurance, now is an amazing time for insurers and insurtechs to transform and grow – by bringing new products to market, streamlining workflows and enhancing customer engagement.
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What I deliver:
Marketing and go-to-market strategy
Expertise in market research, customer acquisition, engagement and retention – leading the launch of digital tools and insurance products with positioning, messaging and campaigns that drive impact.
AI adoption and innovation
Insights, tools and training to enhance market research, marketing strategy and execution – optimizing workflows and accelerating results.
Digital transformation
Experience driving customer adoption of digital platforms, implementing agile and lean startup practices, training large teams and shepherding change management.
Insurance expertise
Knowledge of the complexities of marketing insurance – translating technical products and terminology into simple, compelling stories while navigating regulatory environments.
​​Why hire me:​
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I provide full-stack marketing leadership, with broad experience in market research, CX, product, digital, social and brand – tailored for insurers and insurtechs.
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I have product management experience, partnering with product owners, developers, UX/UI teams and key stakeholders to create and launch products that deliver better customer experiences.
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I’m deeply engaged in AI, using tools and insights to enhance marketing strategies and drive efficiencies — while actively experimenting and investing in ongoing learning.
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I have extensive cross-functional experience, partnering with teams across claims, underwriting, IT, legal, compliance, marketing, communications, procurement and sales.
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I understand the inner workings of established insurers, and bring that insight to help insurers and insurtechs adapt, innovate and grow.
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Whether you’re an established insurer, broker or insurtech startup, let’s explore how I can help build and execute strategies that address your needs, delivering meaningful results and revenue growth.​
Proven Insurance Leadership
I spent a decade at Allstate Canada working across marketing, communications, product and IT, where I led marketing and digital transformation initiatives that shaped how the company engaged with customers and delivered value. Through this work, I gained a strong understanding of the complexities and nuances of insurance.
Accomplishments include:
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Led go-to-market strategies for the Allstate mobile app and self-service portal, scaling adoption to 58% customer penetration and driving internal service team efficiencies.
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Guided the digital self-service product vision, strategy and positioning through key role leading product marketing, with product management responsibilities and oversight.
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Established social media as a key marketing channel, activating 200+ agents and expanding Allstate’s corporate audience by 125% — growing brand reach and sales.
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Build and scaled a content marketing strategy, launching a blog to drive social media activity, improve SEO performance and increase customer engagement.
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Championed agile and lean startup practices by leading workshops and presenting at leadership conferences – embedding a culture of experimentation and innovation.
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Drove internal change management programs, training and communication to support program adoption and organizational alignment.
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Explore detailed examples of my work building the Allstate mobile app and social media framework.
Trends Transforming Insurance
Multiple trends are currently impacting insurance. Profitability pressures, climate volatility, rapid advancements in AI, as well as increased customer expectations, are creating both challenges and opportunities for insurers and insurtechs.​​​
Sources: EY Global Insurance Consumer Survey (2024); Capco Insurance Consumer Survey (2024); Duck Creek / Celent Embedded Insurance Survey (2024); Financial Consumer Agency of Canada (2024); Alberta Auto Insurance Customer Experience Survey (2024).
Here are some of the more notable shifts, along with relevant marketing, product and AI opportunities that I can help you leverage.
Enhanced customer expectations. Customers now expect the same seamless, digital self-serve experiences they enjoy in other industries.
AI adoption. From marketing to claims and underwriting, multiple aspects of insurance, and how insurers operate, are evolving as a result of AI.
Profitability pressures. Various factors, including inflation and rising claims costs, are tightening margins.
Extreme weather events. The frequency of extreme weather, sadly, is increasing due to climate change – complicating risk and resulting in increased claims.
Embedded insurance. Insurance is getting bundled with everyday products and services at the time it's needed – for example, travel insurance when booking a trip.
The gig economy. Short-term rentals and gig employment have become mainstream, yet protection gaps remain.
Insurers that deliver exceptional digital experiences, focused on delighting customers by making insurance easy and simple, will gain an edge.
Thoughtfully use AI and relevant tools to enhance market research and marketing strategies, and optimize workflows.
Diversity products, creating usage-based offerings like telematics – potentially making coverages more affordable for customers.
Introduce innovative insurance products to better manage these evolving risks, with positioning and messaging to help customers understand their value.
Create co-marketing strategies with partner companies, promoting and driving adoption of embedded insurance offerings
Potential to develop unique, specialized product offerings for growing but underserved customer segments.
Partner With Me
For insurers and insurtechs, the challenge lies in adapting quickly and taking action – and that’s where I can help.
I offer different types of engagements to meet your needs, working with companies across the industry – including established insurers, brokers and insurtechs. If you're interested in working together, book a discovery call or send me a message.
I’m a proud Canadian and family person with progressive values. I strive to partner with organizations that foster diverse, healthy cultures and make a positive impact on society. Those values shape how I work – and who I work with. 🇨🇦