How Amber Wuollet Repositioned an Insurance Product and Hit Sales Goals 2x Faster

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.