What does it take to flip the table on a multi-billion dollar industry monopolized by giant corporations for decades? In this episode of CMO Weekly, host Hayley Clover sits down with Kim Chappell, the Chief Brand Officer at Bobbie, to explore how a team of moms built a "challenger brand" that redefined the infant formula category.

Kim shares her "wild ride" from a decade-long career as an award-winning broadcast journalist to leading marketing at one of the fastest-growing startups in the U.S.. We dive deep into the reality of "startup years," overcoming crushing imposter syndrome, and why the most powerful marketing tool isn't a flashy ad—it’s radical transparency.

In this episode, we discuss:

The Journalism Edge: How a background in news reporting built the "content muscle" and storytelling skills needed to scale a brand.

Conquering Imposter Syndrome: Kim’s honest reflection on nearly saying "no" to the CBO role and how she found the confidence to lead.

The Community-First Model: How Bobbie used direct-to-consumer subscriptions and Zoom sessions with real parents to build a relationship-driven brand.

The Power of Transparency: From the "Transparency Tracker" to investing $100M in their own manufacturing facility to ensure quality and trust.

Bold Moves & Cultural Conversations: The strategy behind the "Not Guilty" campaign with Cardi B and why Bobbie only uses real customers in its marketing.

Advice for Working Moms: Why "balance is bullshit" and the importance of showing the "mess" of being a leader and a parent simultaneously.

Episode Highlights:

[02:15] Kim’s transition from journalism to tech and startups.

[06:35] Joining Bobbie in a basement and selling out a million cans in six weeks.

[10:56] The "toxic mindset" for marketing leaders and the importance of hiring experts.

[17:25] Why trust is the non-negotiable foundation of brand building.

[24:43] Going behind the scenes of the Cardi B "Not Guilty" campaign.

[34:25] Honest advice on career, motherhood, and building a support ecosystem.

About Kim Chappell:

Kim Chappell is the Chief Brand Officer at Bobbie, the organic infant formula company. An award-winning journalist turned marketing leader, Kim heads Bobbie’s brand, creativity, and communication strategy, driving bold storytelling and advocacy campaigns that empower modern families.

Sponsor:

This episode is brought to you by OpenFortune, the marketing company putting brands inside actual fortune cookies. Reach millions of customers in a moment of surprise and undivided attention. Learn more at openfortune.com.

Subscribe to CMO Weekly for more conversations with the world's top marketing leaders!