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

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