How Jess Jacobs has Coterie challenging legacy diaper brands

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. See Ad Age’s 2024 Breakout Brand Leaders and Work here Coterie reported 100% year-over-year sales growth in 2023 and is expecting a 60% lift in 2024. The company has sold more than 300 million diapers as of this writing, which it said positions it to capture nearly 3% to 4% of the roughly $8 billion U.S. disposable baby care market. Innovation has fueled Coterie’s growth. Its diapers are made with 25% plant-based materials, which is a selling point for young, environmentally conscious parents. “We set ourselves apart from traditional baby care marketing by innovating not just our products but the entire brand experience,” Jacobs said. This year’s “You’ve Changed” ads with Karlie Kloss, who had her second child in 2023, were particularly innovative in that Coterie focused on the beauty of the postpartum journey, intertwining shots of the model holding her babies in the brand’s diapers. Jacobs said Coterie leaned into the emotions of motherhood versus coming out with yet another ad showing a dancing baby in a nappy. Leveraging social and influencer relationships has been a key part of Coterie’s marketing strategy and growth, Jacobs said. The brand’s social media following has spiked more than 45% in the past six months. Jacobs said influencers have been a critical part of introducing new products, as well, including its first swim diaper called The Swimsuit, which launched in June. An influencer campaign using real parents resulted in “highly shareable content” and “helped us sell out The Swimsuit in just one week,” she said. See Ad Age’s 2024 Breakout Brand Leaders and Work here Which entrepreneur do you admire the most and why? Frank Yu, Coterie’s founder and former CEO. He has taught me a lifetime’s worth of valuable lessons in just about three years. He never compromises on his beliefs, he bets on himself (and the team he trusts) and he knows how to bring everyone together around a mission. Plus, he’s a genius, which always helps. What’s currently on your bedside reading list? “A Few Lessons for Investors and Managers” by Warren Buffett. What is the best career advice you’ve gotten? Keep in touch. Name one brand, other than the one you work for, that you admire. Ssense. Their perspective is so niche and perfect for their audience. They know exactly how to integrate a trend into their marketing just as it’s about to take off. And they know their community will love it too, even if everyone else isn’t quite ready for it yet. Impeccable timing. What is your secret weapon for business success? A healthy mix of vulnerability and decisiveness.

How Jess Jacobs has Coterie challenging legacy diaper brands

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