Intuit TurboTax is an automated tax preparation software that guides you through filing online, with paid tiers offering live access to real tax experts for advice or to complete and file your return for you.
Alex Lieberman co-founded Morning Brew, grew it to more than four million subscribers and sold it to Business Insider for $75m in 2020. He has now co-founded Tenex, a bootstrapped AI engineering and transformation firm, alongside storyarb and GrowthPair.
Alex’s audience of founders, C-Suite and operators overlaps directly with TurboTax's small business segment, and Alex has personally made every tax decision the campaign covered: launching a company, scaling one, selling one, and bootstrapping the next. An ambassador program was scoped, contracted and delivered across a 9 month period.
Tax software advertising defaults to one message: file, get your refund. Founders and business owners don't think about tax once a year. They treat it as a recurring cost of running a company.
TurboTax needed a partner who could argue that tax strategy is part of building a business, from someone who had actually done it, and needed the argument made repeatedly, because a claim that size doesn't survive a single post.
Spreading the partnership across four themed batches gave TurboTax presence across a founder's real tax calendar. Each batch was anchored in data TurboTax supplied for Alex to work from, including nearly nine in ten small businesses using outside tax preparers and 93% overpaying their taxes. The through-line across nine months was what a founder should be thinking about tax at four separate points in the year.
Alex delivered LinkedIn Posts, Instagram Stories and Reels, A Podcast guest slot on entrepreneur.com, media interviews and press coverage, TurboTax Report inclusion, blog posts and thought leadership for their owned website channels.
The program was structured across four content batches with Alex, each with a concept theme mapped to a stage of running a company.
February - partnership launch and the case for delegation
March - maximising deductions and forward planning
April - building durable systems as a company scales
September - treating tax strategy as a growth lever.
Every batch followed the same rhythm: concept alignment, content draft, brand approval, go-live.
After a successful 9 months ambassador program, TurboTax is gearing up to work with Alex again on a new project that is yet to be announced.
