Babylist Names Veteran Marketer Jill Cress CMO as Revenue Tops $750 Million

New updates have been reported about Babylist.

Babylist has appointed Jill Cress as Chief Marketing Officer, reporting to founder and CEO Natalie Gordon starting May 2026, as the company moves beyond its core universal baby registry into a broader digital parenting platform. Cress will oversee brand, performance, content, and experiential marketing to accelerate Babylist’s growth and reinforce its position in the $235 billion kids and baby market.

The move follows a strong 2025 in which Babylist increased revenue 45% year over year to more than $750 million and recorded its eighth consecutive year of profitability, while serving over 10 million annual shoppers. Management is also pushing into financial services and education through offerings such as Babylist Money and Babylist Health, positioning the company as a more comprehensive ecosystem for new parents.

Cress arrives with a track record of driving brand-led transformation at scale, having helped reposition PayPal from a checkout button to a full digital wallet, turned National Geographic into the most-followed brand on Instagram, and supported H&R Block’s shift toward fintech and mobile banking. Gordon said Babylist is at a similar inflection point and expects Cress to convert Babylist’s existing trust with families into broader brand awareness and engagement.

In 2025, Babylist expanded its consumer reach with a national campaign addressing tariffs’ impact on parents, led a major donation drive during the Los Angeles fires, and grew into the largest baby brand on TikTok with more than 1.4 million followers. The company also continues to extend its physical footprint, planning to add a New York showroom in late summer 2026 to build on the performance of its Beverly Hills flagship, while leveraging content such as the “Birth with Babylist” podcast to deepen customer relationships.