ACEABLE
Company: Aceable
Verticals Owned: Insurance & Mortgage Pre-Licensing & Continuing Education
Year: 2025–2026
Region: United States (27 markets, all 50 states)
Role: Senior Product Marketing Manager (GTM, Pricing & Growth)
Turning two newly acquired licensing-prep and continuing education products into a $2.5M+ growth engine.
150% YoY revenue growth · 2.5x ROAS on a $1M media budget · +2 pts conversion lift
The Challenge
People who want to become insurance agents or loan officers have to pass a state licensing exam before they can earn anything. Every state has different requirements, and every competitor promises the same thing: get licensed fast. Aceable’s insurance and mortgage courses competed in a crowded market and was differentiated by its mobile-first and app native content and delivery. The job was to launch new expansion markets and grow revenue without just buying more traffic or competing on price.
The Insight
Buyers aren’t really shopping for a course. They’re making a career change and want proof it’ll work out. Customer feedback showed they cared most about passing on the first try, getting licensed quickly, and landing the job afterward, more than just course features. So we built the positioning, offers, merchandising, and checkout experience around one question: “Will this course get me licensed and working?”
What I Built
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Go-to-market, pricing, and revenue. Owned GTM, pricing, eCommerce, and commercial growth for the $2.5M+ insurance and mortgage portfolio, including package tiers, bundles, and promotional strategy.
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Positioning and launches. Led positioning, messaging, and launches across 27 markets, adapting the story to each state’s licensing and regulatory requirements while keeping one consistent brand.
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Integrated media. Directed a $1M budget across paid, lifecycle, and creative, balancing acquisition efficiency with conversion and retention.
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Insight-led optimization. Used customer feedback, funnel analytics, and A/B testing to sharpen messaging, offers, and the path to purchase.
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Cross-functional leadership. Partnered with Paid, SMEs, product, content, B2B, and lifecycle teams to align roadmap, pricing, and campaigns behind revenue goals.
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AI-enabled workflows. Used AI across research, creative development, and campaign production to move faster and test more.
Results
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150% year-over-year revenue growth across the insurance and mortgage portfolio
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2.5x return on ad spend on a $1M integrated media budget
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2+ percentage-point conversion lift from messaging and offer optimization
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Offerings available in all 50 states, with launches across 27 markets
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Captured 30% of the TX Total Addressable Market (TAM) within a year of launching the insurance vertical
Why It Matters
At Aceable, I owned the numbers. I didn’t just make the campaigns; I owned pricing, the funnel, and the revenue line. It proved that clear positioning and steady experimentation can grow revenue faster than a bigger budget would.