Anteriad is a global leader in AI and data-driven, tech-enabled B2B marketing.
Internally, its high-performing, global, hybrid marketing team thrives on speed, strategy, and collaboration — making continuity essential when key team members step away.
So when a specialized role was about to go quiet for several months, Anteriad chose to plan for it rather than absorb it — bringing in Mother Cover to hold the role steady from pre-leave preparation through a thoughtful return.
Traditional leave coverage left too much to chance
As the Digital Marketing Manager for Targeted Accounts, Fran Rugo had spent nearly two years carving out a specialized, highly strategic role within Anteriad’s fast-moving marketing team.
As Fran prepared for parental leave, the first-time mother worked with her direct manager and, later, Chief Marketing and Product Officer Lynn Tornabene to develop a thoughtful plan — one that would protect Fran’s role and projects while delivering continued support for the team.
Fran and Lynn had seen how parental leave was inadequately handled throughout their careers. Work would be informally reassigned and teams stretched thin, with employees returning to an overwhelming backlog of work while also navigating a new family dynamic.
Fran and Lynn were aligned in pursuing a different approach. They didn’t simply want to get through Fran’s leave, but rather wanted to navigate her time away with empathy and intention to support the team as a whole.
“It was important we didn’t lose traction on our programs. But I also anticipated it would be challenging for the team to pick up the work and that we would likely have to pause or reduce the work, especially since they weren’t fluent in the role day to day.”
Lynn Tornabene · Chief Marketing and Product Officer, Anteriad
A fractional Leave Partner to support people and sustain progress
Rather than rely on internal workarounds, Anteriad chose Mother Cover to manage Fran’s leave and maintain the team’s workflow. Mother Cover offered a customized, fractional coverage model focused on covering high-priority, strategic projects.
It’s a decision that sent a powerful message to the team: No one would be expected to learn and execute a new role on top of their current one during Fran’s leave. For Fran, it reaffirmed that her role and contributions were valued enough to be protected, not divided.
“When I found out Mother Cover was approved, I felt like my role was valued. It was nice to have someone take on my responsibilities so the team could focus on their own.”
Fran Rugo · Digital Marketing Manager, Targeted Accounts
A seamless handoff, and continued momentum
To fill the gap, Mother Cover placed an experienced B2B marketer as a leave partner and interim strategist overseeing Fran’s account-based marketing efforts. Together, Fran and her Leave Partner developed a thorough onboarding plan, complete with training meetings, a transition guide, and clearly defined goals.
Mother Cover relieved some of the burden. We didn’t have to worry about whether everything was fully handed off or if the returning employee was fully briefed on what happened while they were gone.”
An extension of the team
The Leave Partner quickly became a trusted part of the team, advancing key ABM initiatives, building up vendor relationships and even adding value beyond Mother Cover’s original scope. Their presence at Anteriad ensured continuity and elevated ongoing projects.
“As a largely remote company, it was like our Leave Partner became an extension of our team. I was able to fully immerse myself in my new motherhood experience and not worry about work because I knew it was taken care of by Mother Cover.”
Fran Rugo · Digital Marketing Manager, Targeted Accounts
A return managed as thoughtfully as the departure
When Fran’s leave ended, her return was just as thoughtfully managed as her departure.
With the support of Mother Cover, Lynn, and the Anteriad team, Fran was able to ease back into work at a pace that aligned with her personal and professional needs. The Leave Partner provided a detailed transition report and debrief, then remained involved for an additional two weeks — offering steady support as Fran reentered during a period of late-stage organizational change.
Leave support strengthens teams and retains talent
Mother Cover’s structured, full-cycle leave coverage spanned everything from pre-leave preparation to a thoughtful reintegration, preserving Anteriad’s marketing momentum while supporting team well-being. It also reinforced the company’s culture of empathy and trust. The support was delivered on a fractional basis, with the Leave Partner spending up to 15 hours per week with Anteriad, proving that effective, strategic coverage doesn’t have to come at full-time cost.
“From day one, Anteriad’s marketing team welcomed me with open arms. My goal was to not just fill in — but to help move things forward in a way that set Fran up for success upon her return.”
Mother Cover Leave Partner
What moved forward
- Key ABM initiatives advanced on schedule, with no paused or reduced programs
- Vendor relationships built up and carried through the leave
- Value added beyond Mother Cover’s original scope
- A transition guide, training meetings, and clearly defined goals at handoff
- A detailed transition report and debrief on return
- No team member asked to take on a second role during the leave
The cost of losing momentum is higher than the cost of coverage
For companies wary of the costs of coverage or who are unfamiliar with how leave agencies work, Lynn encourages a shift in perspective: “It’s much more expensive to lose strategic momentum on key programs and replace a team member that gets overwhelmed on their return than to support an employee through a successful leave and return.”
“The one thing I realized was my value to the organization. Being able to have an agency come in to make my team feel supported is something I never imagined happening. It motivated me even more to set everyone up for success.”
Fran Rugo
“There are a lot of benefits to a model that’s built specifically for leaves. Those pre- and post-transition times are critical. And the Mother Cover model supported the business, the team and the individual.”
Lynn Tornabene