California-based Babylist operates a registry, e-commerce and content platform for growing families. The company recently announced the appointment of Jill Cress as its new chief marketing officer as it enters its next stage of brand growth.
Cress has over two decades of brand marketing and enterprise growth experience, having most recently served as chief marketing and experience officer at H&R Block. She also has leadership experience from PayPal, where she helped amass more than 100 million new users to the company’s digital wallet platform, and National Geographic, where she helped grow its Instagram following to over 100 million people.
In her new role with Babylist, Cress will spearhead the company’s brand, performance, content and experiential marketing functions as it works to expand beyond its flagship registry offering into a broader digital destination for parenting.
“Jill repositioned PayPal for the modern consumer, made National Geographic the most-followed brand on Instagram and transformed H&R Block into a modern fintech platform. We are at a similar inflection point at Babylist and she knows how to take a brand that people trust and make it one they can’t stop talking about,” Natalie Gordon, Babylist’s CEO and founder, said in a statement. “We’ve spent over 10 years earning that trust with families, and now it’s time to make the world feel it. Jill is the person to do that.”
