Baby formula doesn’t have a reputation as a category that yields disruptive brands, but Bobbie has been trying to change that with its Molly Baz billboards and an endorsement from Cardi B.
Now, Stacey Andrade–Wells, who was most recently chief marketing officer (CMO) at Liquid IV, has joined the business as its first chief growth officer (CGO) to power up its next stage of growth.
As she steps into her new role, she tells ADWEEK about why she made the leap, the lessons she’ll bring with her from Liquid I.V. ‘s singing toilet Super Bowl debut, and why brands are missing the mark with new parents.
