Intuit Credit Karma
Go-to-Market Strategy & Execution: Product Launch
Role: Product Marketing Lead | Deliverables: Go-to-market strategy, audience segmentation, value proposition, messaging/creative strategy, offer strategy, campaign plan, optimization playbook
Results: 35x YoY revenue increase in less than 2 months
Challenge: Credit Karma needed to convert members who were aware of TurboTax but had never used it to file their taxes, establishing Credit Karma as a feeder for TurboTax in the first full tax season after Intuit acquired the business. I had less than 90 days to build and launch the go-to-market plan.
Strategic Approach: Once I gained alignment on objectives and KPIs, I developed a strategic go-to-market plan and led cross-functional teams through execution. I divided work into 4 phases: segmentation, value proposition/messaging/offers, campaign planning, and in-season optimization.
Phase 1: Segmentation
I analyzed raw data from TurboTax’s quantitative research to identify key filer needs, then partnered with analytics to translate those insights into actionable Credit Karma audiences based on predicted filing method and tax complexity. Segmentation allowed us to match offers and messaging to three core tax needs: price, speed and expertise.
Phase 2: Value Proposition, Messaging & Offers
I developed a value proposition that communicated how the Credit Karma + TurboTax relationship delivered personalized tax solutions. To create synergy with TurboTax’s national media investment, I aligned Credit Karma’s creative strategy with TurboTax’s campaign, partnering with the creative team to translate it into owned channel assets.
I partnered with finance to build a profitable test-and-learn offer matrix that matched segments to offers grounded in their core tax needs: price, speed and expertise. Each audience was assigned a mix of offers, including free filing, discounts and refund advance so we could learn which offers drove the most conversion by segment.
Phase 3: Campaign Planning
I built a highly focused campaign plan that concentrated limited campaign volume around the highest-opportunity filing moments. Partnering with analytics, I used historical TurboTax filing behavior to time campaigns around high-intent moments like IRS opening for early filers and the final two weeks for late filers.
Phase 4: In-Season Optimization
I analyzed first-half performance to understand what was driving conversion and identify opportunities to optimize the go-to-market plan, then translated those learnings into a second-half playbook. Recommendations included shifting creative toward more direct-response assets aligned with TurboTax top performers and pivoting offers toward stronger conversion drivers like refund speed and cash back.
