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Head of Digital Media & PR

US, Canada, Australia, India

Cradlewise makes a smart crib for better baby sleep. I led content, PR, and brand marketing during its growth across four markets, helping build a voice parents could trust and a brand that earned its place in the nursery.

⚡ What I walked into

The team was growing fast in the US, but organic trust hadn’t caught up. There was a heavy lean on discounts and performance ads. Mid-funnel content was thin, lifecycle relied mostly on email, and newer markets like Canada and India needed a story of their own.

🛠 What I brought in

• Set up a scalable content + PR pipeline, with weekly reporting tied to lifecycle and growth metrics.
• Set the brand voice across all content; from PR to lifecycle to ambassador messaging
• Built a referral, UGC, and ambassador system that scaled trust through our real users
• Ran GTM campaigns for Black Friday and subscriptions, working closely with growth, CX, and design
• Launched in Canada, India, and Australia with localized content and comms strategies
• Streamlined content operations so the team could move faster without losing the story

📈 What Changed

• 150+ press hits in two weeks (NYT, CNN, TechCrunch, Verge)
• 40% lift in organic traffic, largely driven by referral, UGC, and Blogs
• 3.5x ROI on creator and ambassador campaigns