Callan Harrington sits down with Amber Wuollet, Director of Product & Lifecycle Marketing at Cowbell, to explore how thoughtful marketing can change the trajectory of an insurance product. After years of lackluster performance, Amber’s team uncovered insights that helped a struggling policy hit its 12-month sales goal in just 6 months, without changing a single feature.

The conversation also touches on Amber’s career journey, including lessons from a launch that collided with COVID shutdowns and the practical steps she uses to uncover what really drives growth.

Key topics covered:

[00:00] Intro

[02:38] Epic marketing fail during Covid

[10:32] Early career ambition at 14

[13:37] How 10 years in underwriting shaped marketing perspective

[22:48] Product launch research strategy

[26:29] Complete positioning overhaul eliminates complexity

[28:01] 12-month goal achieved in 6 months

[32:47] 30 customer interviews reveal key insights

[35:33] Right-sized launch strategy for niche product

[37:53] Product unchanged but messaging transformed results

[43:34] Product marketing definition and role

[49:28] Lifecycle marketing beyond product launch

[53:09] Advice for younger self

This episode delivers practical insights on customer research methodology, positioning strategy, and how to execute product relaunches that drive real business results.