As CGO of Babylist — the leading digital destination for growing families — my role encompasses the positions of CMO and Head of Sales, while also owning Babylist’s media business and strategic initiatives. In my role, I utilize emerging technology, including generative AI and the metaverse, as well as cutting-edge marketing strategies to address evolving customer needs and expand Babylist into new categories.
For example, in July of 2022, I created and launched The Push, Babylist’s content studio for brands. The Push enables brand partners to work with in-house editors, designers and social media experts to create partnerships and campaigns that successfully connect with Babylist’s audience. This includes written content, product and lifestyle videos (web, YouTube, TikTok and Instagram), dedicated emails, social media campaigns, influential partnerships, metaverse integrations and in-person experiences. The Push has seen notable success already with clients like Pampers, Huggies, Honest Co, ByHeart, Walmart, Enfamil, Gerber, Nike, Melissa & Doug, Kiwi Co, Disney and Gap.
Additionally, this year, I helped spearhead two health-based strategic acquisitions. I led Babylist’s acquisition of wellness app and media site, Expectful, which will become Babylist’s dedicated health and wellness destination, providing in-depth resources for its users. Following Babylist’s acquisition of Source MD, which allowed Babylist to launch Babylist Health, I developed marketing initiatives to drive expectant families to the site, with the first being simplified access to health insurance-covered breast pumps.
I measure success in terms of audience growth and revenue. Under my leadership, Babylist has experienced unique success in a challenging market, grossing nearly $290 million in revenue in 2022, up 20% from 2021, while remaining profitable. I also grew brand partnerships by 6X in under three years, doubling partnerships year over year in 2022 alone and growing the advertising business 109% year over year.