Creating 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.
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.
Proven insurance expertise
I understand how insurance organizations actually work, and what it takes to get initiatives across the line inside them. I led work across marketing, product, IT, legal, compliance and sales – from digital product launches to agent enablement at scale.
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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Built 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.
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.
Insurers that deliver exceptional digital experiences, focused on delighting customers by making insurance easy and simple, will gain an edge.
Profitability pressures
Various factors, including inflation and rising claims costs, are tightening margins.
Diversity products, creating usage-based offerings like telematics – potentially making coverages more affordable for customers.
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.
Create co-marketing strategies with partner companies, promoting and driving adoption of embedded insurance offerings.
AI adoption
From marketing to claims and underwriting, multiple aspects of insurance, and how insurers operate, are evolving as a result of AI.
Apply AI across functions to move faster, serve customers better and build a measurable edge over competitors still running manual processes.
Extreme weather events
The frequency of extreme weather, sadly, is increasing due to climate change – complicating risk and resulting in increased claims.
Introduce innovative insurance products to better manage these evolving risks, with positioning and messaging to help customers understand their value.
The gig economy
Short-term rentals and gig employment have become mainstream, yet protection gaps remain.
Potential to develop unique, specialized product offerings for growing but underserved customer segments.
Get in touch
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 ready to explore what's possible, let's chat.