Interview – Beth Wanner

Amanda:
Welcome to Female Fractionals, the biweekly podcast for successful female fractional executives and those ready to take the leap. In each episode, I bring you actionable lessons and inspiration through interviews with thriving fractional leaders and experts. Let's dive in.

Hi everyone, and welcome to this episode of Female Fractionals. I’m your host, Amanda Nizzere, and I’m really excited about this week’s conversation.

Today, I’m talking to Beth Wanner, founder and CEO of Mother Cover—an agency offering interim and fractional CMO coverage for parental and other types of leave. After a long and rocky road to parenthood while building a demanding career in tech marketing, Beth experienced firsthand the challenges professionals—especially women—face when taking leave to care for their families.

Beth launched Mother Cover to give individuals the ability to pause work when they need to, while providing companies with experienced support until that team member returns. She also serves as a fractional CMO, leveraging her experience across demand gen, product marketing, and brand strategy to help companies hit growth targets without burning out their teams or compromising values.

You can learn more at mothercoveragency.com.

This conversation is full of insight—especially for those thinking about going fractional or launching something of their own. Let’s dive in.

Amanda:
Hi Beth, welcome to Female Fractionals. It’s so great to have you.

Beth:
Thank you for inviting me!

Amanda:
Of course. I wanted to share how we met. Beth posted a powerful story on LinkedIn that really struck a chord with me—and I know I wasn’t the only one. I sent her a message to say how much I appreciated it, then realized she was in a CMO networking group I’m part of. I reached out again and thought, “Okay, I might be borderline stalker at this point,” but now she’s on the podcast! So I guess it all worked out.

I love what you’re building with Mother Cover. You represent both sides of what Female Fractionals is about: you're an entrepreneur and a fractional CMO. So let’s start with your story—the one that resonated with me and so many others. Why did you start Mother Cover?

Beth:
Absolutely. First, thank you for connecting. That’s been one of the best parts of starting Mother Cover—having conversations I wouldn’t have had otherwise.

To give you the short version of what feels like a long story: I’ve been in executive marketing roles in tech for the past 15 years. My husband and I always wanted a family, but I worried how taking time off would impact my career—especially in such a fast-moving space. Eventually, we decided there’s no perfect time, so we just went for it.

But it wasn’t straightforward. I went through infertility, then IVF—all while continuing to grow my career and even changing companies. When I finally got pregnant, I found out on a Sunday. That Tuesday, I got laid off. It felt like the very thing I tried to protect—my career—was slipping away.

I found another job and disclosed my pregnancy after accepting the offer. The reaction wasn’t just unsupportive—it was negative. I was let go at eight months pregnant.

I posted my story on LinkedIn a year ago, and I heard from hundreds of women. Some had similar experiences. Others related to the fear and guilt that comes with taking time away. Many of us aren’t talking about these things—sometimes because of shame, sometimes because of legal agreements.

But it’s not a one-off. It’s a pattern. And unless we solve for both sides—the needs of the person going on leave and the needs of the company—we won’t see change.

That’s where Mother Cover came from.

Amanda:
Can you explain the value proposition of Mother Cover?

Beth:
Mother Cover is an agency that connects experienced marketing professionals with companies that need temporary support during a leave. We call those professionals “leave partners.” They can work full-time or part-time—10, 20, or 30 hours a week—to keep key projects on track.

We help the person going on leave prepare with a structured transition plan. While they’re out, we step into their role. If they want, we can provide updates so they stay informed without being pulled into day-to-day work. When they return, we help with re-onboarding—sharing updates, project status, and even staying on part-time during a phased return.

We aim to reduce stress on both sides—giving the employee true time off and helping the company maintain continuity.

Amanda:
So good. As an entrepreneur, how are you generating leads? Have you developed a repeatable process?

Beth:
We launched at the end of last year. So far, it’s been organic—through my network and telling my story. That’s led to a lot of referrals from both people going on leave and companies needing coverage.

We’re also doing more PR now to expand reach beyond my network. But the referral base has been incredibly strong.

Amanda:
Do you find that community plays a big role in your growth?

Beth:
Absolutely. Sharing personal stories and connecting with others around a mission has been powerful.

Communities like CMO Coffee Talk, Fractionals United, and Women in Revenue have been invaluable. Many have subgroups for parents or for workplace issues, and they’ve helped me connect with people who want to create better experiences for others—even if theirs weren’t great.

Amanda:
You’re building a business and working as a fractional CMO—how do you find balance?

Beth:
For me, it’s not about balance. It’s about boundaries.

From 4:30 to 7:30 p.m., when my daughter’s home, that time is hers. I rarely compromise on that. I might log back on at night, but that feels okay because I’m doing it on my own terms—and for something I care deeply about.

What works for me might not work for others, but the key is to know your energy and be intentional with your time.

Amanda:
I love that. And I totally agree—what works today might not work tomorrow. But when you’re running your own business, at least you get to choose. That’s been one of the biggest gifts for me.

I also love what you said about how many women are taking the leap right now. We all know someone who’s started something of their own. There’s momentum behind this movement—and I want to play a small role in connecting and amplifying it.

So what’s your vision for Mother Cover in the next few years?

Beth:
In a few years, I’d love for us to have covered hundreds of leaves—including more paternity leaves. That’s what will help shift the scales for women in the workplace.

We also want to support other types of leave—caregiving, mental health, medical—and build community around the entire leave journey. I’d love to add a give-back component too, like a legal fund to help women who’ve been discriminated against keep their voices. Telling my story was so healing, and I want others to have that power.

Amanda:
That’s a beautiful vision. If people want to get involved, where should they go?

Beth:
You can find me on LinkedIn or go to mothercoveragency.com. Whether you’re going on leave, need coverage, or want to become a leave partner, there’s a form to get in touch.

Rapid Fire

Amanda:
Let’s wrap with a few rapid-fire questions.

First job that taught you something valuable?
Beth: Working at an ice cream shop at 15. The owner was grumpy, and I learned to use my voice when I stood up to him. It taught me not to let people walk over me.

Best investment you’ve made in yourself?
Beth: Choosing my husband.

Favorite way to celebrate a win?
Beth: A good bottle of wine.

Mentor shout-out?
Beth: Scott McGilvery. My first mentor, guide, and now friend of 10 years.

Skill you’d love to master?
Beth: Knitting. I need to be on my phone less and it seems calming.

Most-used professional emoji?
Beth: 💪

Amanda:
Thank you so much for sharing your story and everything you’re building with Mother Cover. You’re filling such a critical gap—and doing it with so much compassion and creativity. I can’t wait to watch everything on your vision board come to life.

Beth:
Thank you for the platform and the conversation—it goes both ways!

As always, remember to follow, like, and share the podcast. For a full transcript and links to everything we discussed, head over to femalefractionals.com.

Thanks for listening.

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