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Babylist

Brand

4.0
  • Overview
  • Salaries
  • People
  • Funding
  • Audience
  • News
  • Links
  • Insights
  • Jobs

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Company overview

Babylist is the leading digital destination for growing families. For over a decade, Babylist has been the technology solution for expecting parents and the community that supports them, expanding from baby registry into a full-service platform that helps parents make decisions with confidence, stay connected and build happy and healthy families. Every year Babylist helps over 9M people make purchases through its registry, app, ecommerce shop and comprehensive product guides. The Babylist ecosystem now includes Babylist Health, which provides access to products and services including insurance-covered breast pumps, Expectful, a new voice in health and wellness for pre-pregnancy through postpartum care, and The Push, a branded content studio that works with the biggest companies in the baby space. With over 59M monthly pageviews and 1.2M TikTok followers, Babylist is a generational brand leading the $88 billion baby product industry. To learn more about Babylist’s registry options, editorial content and more, visit www.babylist.comYou can also see a list of open positions at www.babylist.com/jobs.
Founded in 2011
Emeryville, California, USA
1.1K employees (96 in marketing)
www.babylist.com
72% recommend to a friend
76% positive business outlook

People

Marketing leadership

Molly Goodson
Molly Goodson
VP, Brand & Media
At the company for 3 years 4 months
Ashley Malone
Ashley Malone
VP of Growth Marketing
At the company for 4 years 4 months
Crystal Babich
Crystal Babich
Associate Director, Performance Marketing
At the company for 8 years 9 months
Aimee Bidlack
Aimee Bidlack
Director Brand Marketing, PR + Social
At the company for 2 years 6 months

Hiring activity

Open marketing jobs over time

17 open now

Headcount trend

Company growth over the last 12 months

Funding

Total funding

$40.7M

Last raise

$4.5M

Series C, 4 years ago

Funding history

Feb 2025

Seed Round PlantBaby · $4.5M

Nov 2021

Series C Babylist · $40M

Feb 2018

Venture Round Babylist

Jun 2013

Seed Round Babylist · $650K

Jul 2012

Seed Round Babylist

Audience

Monthly website visitors
11.5M
Month over month-6.7%
Quarter over quarter-10.1%
Top sourceDirect (71.4%)
Ad budget per month$185.2K
Average search rank48
Traffic source mix
Direct
71.4%
Search
21.2%

News

PlantBaby: Seed Funding Raised At $20 Million Valuation
Feb 6, 2025 • Pulse 2.0
PlantBaby Closes Seed Financing Round
Feb 5, 2025 • citybiz
PlantBaby Closes Seed Financing Round
Feb 4, 2025 • FinSMEs

Links

www.babylist.comLinkedInCrunchbaseX (Twitter)
Glassdoor

Loading insights...

Headcount +45.4% year over year
Referral
4.6%
Social
1.8%
Paid referral
0.7%

LinkedIn followers

Follower count and growth

Total followers

47.3K

12-mo growth

+43.6%

Monthly growth

+2%

Salaries

Help build salary transparency at Babylist

Share your compensation anonymously to see full data.

Contribute

Open positions17 open marketing positions

Babylist logo

CRM Production Manager

Babylist

USA (Remote)

$98K/yr - $131K/yrIn-houseFull-timeSenior level5+ years exp.
5 hrs ago
BABYLIST logo

Senior Director, Brand Strategy & Creative Studio

BABYLIST

USA (Remote)

$213K/yr - $284K/yrIn-houseSenior level
11 days ago
Babylist logo

Senior Director, Brand Strategy & Creative Studio

Babylist

USA (Remote)

$213K/yr - $284K/yrIn-houseFull-timeSenior level
12 days ago
BABYLIST logo

Senior Director, Content, Social, Creator Marketing

BABYLIST

USA (Remote)

$213K/yr - $284K/yrIn-houseSenior level
2 weeks ago
Babylist logo

Senior Director, Content, Social and Creator Marketing

Babylist

USA (Remote)

$213K/yr - $284K/yrIn-houseFull-timeSenior level
2 weeks ago
Babylist logo

Senior Director, Content, Social, Creator Marketing

Babylist

USA (Remote)

$213K/yr - $284K/yrIn-houseFull-timeSenior level
2 weeks ago
View all 17 jobs

Babylist insights

Company and marketing-team signals from saved company data and employee profiles. Use this before you apply, interview, or negotiate.

Founded
2011
Headquarters
Emeryville, California
Employees
201-500
45.4% growth last 12mo
Marketing team
96
9% of company
23 saved employee profiles are linked to this company.

Company stability and risk

Shows a quick risk view from growth, funding age, and news.

Main result
Low risk
Series B–like · Growing 45.4% last 12 months · More mature · Last funding 3+ years ago
Trend
2021-06-28 -> 2025-11-24
Headcount (12 months)
+45.4%
Last funding round
50 months ago
Negative news (120 days)
0
Risk score1/7

Website traffic

Shows traffic size, change, and traffic sources.

Monthly website visitors
11.5M
Month over month-6.7%
Quarter over quarter-10.1%
Top sourceDirect (71.4%)
Traffic source mix
Direct
71.4%
Search
21.2%
Referral

Competitors and search

Shows competitors and key search metrics in one view.

Main result
79 competitor sites
Search traffic: 239.8K organic clicks / 52.4K paid clicks
Organic competitors
0
Paid competitors
5
Keyword change
-59,346
Ad budget per month
$185.2K
Average search rank
48
Paid competitors5

G2 quick view

Shows G2 rating and review trend.

Main result
0 / 5
0 reviews saved
Reviews month over month
—
Reviews quarter over quarter
—
Reviews year over year
—

LinkedIn followers

Shows follower count and growth.

LinkedIn followers

Follower count and growth

Job openings

Shows open jobs, growth, and role changes.

Main result
23 open jobs
Open jobs trend: -0.1%
Trend

Marketing leader strength

Shows how strong marketing leadership looks at company level.

Medium
Marketing is represented at senior leadership level. Typical leader time at company: 2.4 years.

Founder or CEO

Saved founder and CEO profiles.

Natalie Gordon
Natalie Gordon
CEO & Founder

Marketing team size

Shows saved marketing team size.

96
9% of the company • 23 saved marketing people

First hire or larger team

Shows if this looks like one hire or a bigger team.

Looks like larger team
Based on saved marketing team size: 96.

Glassdoor ratings

Shows saved Glassdoor ratings.

Glassdoor ratings
Overall rating
4 / 5
Work-life balance
3.8 / 5
Culture
4.1 / 5
Diversity & inclusion
3.9 / 5
Recommend to a friend
72%
Positive business outlook
76%

Funding

Shows saved funding data.

Total funding
$40.7M
Last raise
Series C
4 years ago
Funding details
Amount raised
$40.7M
Last round
Series C
Last fundraise
4 years ago

News

Shows saved company news.

PlantBaby: Seed Funding Raised At $20 Million Valuation
Feb 6, 2025 • Pulse 2.0
PlantBaby Closes Seed Financing Round
Feb 5, 2025 • citybiz
PlantBaby Closes Seed Financing Round
Feb 4, 2025 • FinSMEs

Marketing leadership

Shows saved marketing leaders.

Aimee Bidlack
Aimee Bidlack
Director Brand Marketing, PR + Social
Elizabeth Martin
Elizabeth Martin
Director of Lifecycle Marketing
Lauren Diener
Lauren Diener
Director, Brand Partnerships
4.6%
Social
1.8%
Paid referral
0.7%

Total followers

47.3K

12-mo growth

+43.6%

Monthly growth

+2%

2023-05-01 -> 2025-11-01
Open jobs growth
-0.1%
Biggest role change
marketing: +2%
Latest open role
Vice President of Customer Support & Revenue Cycle Management
Karen Reardanz
Karen Reardanz
Director, Editorial & Brand
Tonya Baker
Tonya Baker
Director, Brand and Visual Design