How Jess Jacobs, CEO of Coterie, Has Transformed the Baby Care Industry with Modern Innovations

      Welcome to Second Life, a podcast that highlights accomplished women who have made significant career shifts and boldly embraced change. Hosted by Hillary Kerr, co-founder and chief content officer of Who What Wear, each episode connects you with influential women in various industries. Subscribe to Second Life on Apple Podcasts, Spotify, or wherever you listen to podcasts to stay updated.

      If you’re a mom or expecting, you’re likely familiar with Coterie, a brand committed to producing clean, ultra-soft, high-quality diapering essentials that aid babies at every stage, while utilizing sustainable, plant-based materials. Coterie has emerged as the favored choice for mothers, and at its helm is Jess Jacobs, the Chief Executive Officer, who has contributed to reshaping the narrative in the baby care sector.

      Jacobs began her professional journey in advertising, starting at an agency where she developed her talents and advanced to senior copywriter. She created campaigns for well-known clients such as Saks Fifth Avenue, LG, and Revlon, in addition to celebrity brands associated with stars like Lady Gaga and Beyoncé. Her creative skills were evident in her ability to transform complex concepts into engaging stories. After a brief stint in hospitality, Jacobs took on the role of Creative Director at Kettle, where she worked alongside major players like Apple, Nike, and Glossier. This position broadened her knowledge beyond copywriting, teaching her the value of simplicity in branding—a crucial skill that would later shape her leadership at Coterie.

      In pursuit of a new challenge, Jacobs moved to the personal care sector as Vice President of Creative at Lola, a women-led feminine care brand. During her time there, she developed a keen appreciation for transparency and clean ingredients, values that deepened after she became a mother. As a new parent, Jacobs became increasingly aware of the products she used daily, especially diapers. Her discovery of Coterie’s high-performance, clean-ingredient diapers fostered a personal connection to the brand's mission to simplify parenting with effective and thoughtfully designed products.

      This connection prompted Jacobs to join Coterie as Senior Vice President of Brand, Creative, and Product Management. Her extensive background in brand development and personal care allowed her to enhance Coterie in an industry often dominated by legacy brands. Her influence was immediate; she was promoted to chief brand officer and then to CEO in 2024. Under her guidance, Coterie continues to flourish, integrating innovation, authenticity, and a parent-focused approach to transform baby care essentials.

      Tune into the latest episode of Second Life to learn how Jacobs combined her previous career experiences with her personal journey to genuinely impact the baby care industry. And keep reading to explore some of Coterie’s best-selling products.

      Next: Meet Samina Virk: The U.S. CEO and Chief Marketing Officer of Vestiaire Collective

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