Babylist Taps Jill Cress as CMO to Accelerate Brand Expansion and Innovation

Babylist Appoints Jill Cress as Chief Marketing Officer

In a strategic move to bolster its growth and enhance its brand presence, Babylist has recently announced the appointment of Jill Cress as the new Chief Marketing Officer. Cress, who is set to join the team in May 2026, brings with her a wealth of experience from her previous roles at leading brands, including PayPal and National Geographic. Her extensive background in transforming brands into market leaders positions her perfectly for this new challenge at Babylist.

Founded in Oakland, California, Babylist has become a trusted name for expecting and new parents, catering to over 10 million users in the U.S. alone. The company's growth trajectory has been impressive, with a reported revenue increase of 45% in 2025, reaching over $750 million. This remarkable feat reflects Babylist's commitment to evolving beyond just a universal registry, aiming to create a comprehensive digital ecosystem for parenting.

Under the direction of Founder and CEO Natalie Gordon, Cress will lead all marketing-related efforts, encompassing brand management, content creation, performance analytics, and experiential initiatives. Her extensive experience in developing marketing strategies that resonate with audiences will be invaluable as Babylist continues to explore expansive growth opportunities in the $235 billion kids and baby market.

Cress joins Babylist following a noteworthy career, marked by significant transformations at some of the world's most notable companies. At PayPal, she was instrumental in repositioning the company as a comprehensive digital payment platform and driving the adoption of innovative financial solutions. Her tenure at National Geographic was highlighted by a surge in social media engagement, where the brand achieved a milestone of over 100 million Instagram followers, showcasing her ability to connect with audiences through captivating content and experience.

As Babylist looks to deepen its market footprint, Cress's insights into consumer behaviors and her proven track record in efficiently bridging brand narratives with customer experiences will be crucial. The company is not only solidifying its status as a go-to destination for new parents but is amplifying its offerings in financial services and educational initiatives, further enhancing its appeal.

Gordon expressed enthusiasm about Cress's vision, stating, "We have spent over 10 years building trust with families, and Jill has a unique ability to elevate that trust into a broader conversation. Together, we will make Babylist not just a brand people trust, but one they passionately talk about."

This phase of Babylist's development comes on the heels of numerous successful campaigns in 2025 that garnered national attention. The company mobilized community efforts supporting parents during tariff challenges and organized donation initiatives during California's LA fires. Babylist's presence on platforms like TikTok has made it the largest baby-related brand on the platform, with a following that surpasses 1.4 million.

In addition to Cress's appointment, Babylist plans to unveil a new showroom in New York City, joining its successful Beverly Hills location, thereby broadening its experiential marketing strategies. This next chapter heralded by Cress is poised to reshape how Babylist connects with communities of parents and their unique needs.

In summary, with Jill Cress at the helm of marketing, Babylist is strategically positioned to not only pursue ambitious growth targets but also redefine the parenting landscape, encouraging every family to feel confident and supported in their journey. As the company continues to innovate and expand, the combination of Cress's expertise and Babylist's established market presence is sure to yield exciting developments in the future.