Jess Jacobs made the Coterie diapers brand a darling among today’s parents, challenging legacy competitors for market share with savvy social media and influencer strategies as well as sustainable marketing messaging. Now, she’s risen as the second CEO in the company’s six-year history.
In July, Jacobs succeeded Founder Frank Yu as CEO, with Yu staying on as executive chairman of the board. The transition followed Coterie seeing 83% awareness growth in 2023, according to a biannual GenPop survey, driven by strong marketing efforts led by Jacobs.
Jacobs, the former VP and creative director of the feminine care brand Lola, joined Coterie in 2021 as a senior VP of brand, creative and product management. Jacobs has steadily climbed the Coterie ladder, having been named chief brand officer in February before her promotion to CEO.