Navigating Changes in Media and Ownership: Insights from Gerber Life’s VP Megan Sharpe

Gerber Life insurance Company’s Vice President, Megan Sharpe, Reflects on 12 Years of Change and Growth

Megan Sharpe, the vice president for direct to consumer media and strategy at Gerber Life insurance Company, has witnessed significant changes in the media landscape and corporate ownership during her 12-year tenure with the company. Sharpe’s role involves raising awareness of Gerber Life’s policy products, and she has seen technology revolutionize the way marketing is done to consumers.

“The way people consume media has changed a lot,” Sharpe noted. “12 years ago, Facebook was just an idea, and now it’s a major marketing channel. New platforms emerge constantly, and it’s crucial to stay ahead by testing new areas and avoiding ineffective ones.”

Founded in 1928 as a baby food company, Gerber expanded into the Life insurance business in 1967, initially focusing on juvenile Life insurance. In recent years, the company has broadened its offerings to include guaranteed issue products for older individuals. In 2007, Nestlé acquired Gerber, but in 2018, Western & Southern Financial Group took over Gerber Life as Nestlé divested its non-core businesses.

Sharpe recalled Nestlé’s decision to sell Gerber Life, questioning the alignment of an insurance company with its core food products. She emphasized the transparency of the sales process, with Gerber Life actively participating in the transition.

Before joining Gerber Life, Sharpe worked in direct marketing, eventually transitioning to the insurance industry with AIG. She found the intersection of insurance and direct marketing intriguing, leading her to Gerber Life as a senior product marketing manager. Sharpe highlighted the value of direct marketing in gaining insights and analyzing campaign success at a granular level.

Gerber Life has invested in transforming its data operations to leverage new technology, including marketing automation platforms and partnerships for personalized marketing. Sharpe emphasized the importance of one-to-one marketing in reaching individuals who recognize the need for Life insurance but have not yet secured coverage.

Sharpe emphasized the significance of leadership in bridging gaps in product conversations and fostering trust within the organization. She stressed the importance of anchoring decisions on the “why” behind actions, rather than solely focusing on the technical aspects.

As Gerber Life continues to evolve in the dynamic insurance market, Sharpe’s leadership and strategic vision will play a pivotal role in driving the company’s growth and ensuring that its products reach those in need of coverage. With a focus on innovation and customer-centric marketing, Gerber Life is poised to address the Life insurance gap and meet the evolving needs of consumers in the years to come.