How Anteriad Protected Performance Through Parental Leave
Parental leave shouldn’t mean lost momentum. But for many companies, it does. Work is hastily reassigned, teams stretch thin, and employees return to an overwhelming backlog.
Anteriad—a global leader in AI and data-driven B2B marketing—wanted a different path.
When their Digital Marketing Manager for Targeted Accounts, Fran Rugo, prepared for parental leave in early 2025, Anteriad’s leadership team made a decision: rather than “get by” with internal workarounds, they partnered with Mother Cover to ensure continuity, protect performance, and support Fran’s transition into motherhood.
The Challenge: Traditional Leave Coverage Left Too Much to Chance
“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.”
— Lynn Tornabene, Chief Marketing and Product Officer, Anteriad
Fran and Lynn both knew the risks of handling leave informally. In their experience, critical work often stalled, teams burned out, and returning parents struggled to catch up.
This time, they wanted a thoughtful plan—one that supported both Fran and the broader team.
The Solution: A Fractional Leave Partner
Anteriad engaged Mother Cover to provide fractional coverage, placing an experienced B2B marketer as Fran’s interim strategist.
Together, Fran and her leave partner built a structured onboarding and transition plan—complete with training meetings, a transition guide, and clearly defined goals.
The result was a seamless handoff.
“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, Anteriad
The Impact: Continuity and Care
Mother Cover advanced key account-based marketing initiatives
The team avoided burnout and maintained momentum
Fran was able to fully focus on her new motherhood experience
Reintegration was carefully managed, with a transition report and two additional weeks of support
As Fran returned, she wasn’t starting from zero—she stepped back into her role confident and supported.
Why It Matters
Research shows:
73% of new parents consider leaving their job after returning from leave if they don’t feel supported.
Replacing leaders and managers can cost companies up to 200% of a professional’s salary.
Mother Cover’s approach gave Anteriad a cost-effective, strategic solution that preserved business results while strengthening culture.
“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, Chief Marketing and Product Officer, Anteriad
A New Model for Leave
For Anteriad, partnering with Mother Cover wasn’t just about coverage—it was about sending a message: parental leave can be a time of support and strength, not disruption.
Fran summed it up best:
“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.”
📥 Want the full story?
Download the complete case study here
At Mother Cover, we help companies build leave programs that actually work—from sourcing interim and fractional backfill talent to guiding leaders through transitions with confidence. Because parental leave doesn’t need to be a career or team setback.
🌱 Temporary leave. Not permanent setbacks.
→ Need support for an upcoming leave? Let’s talk.
