Liz Teran, CMO of Owlet, is on a mission to ease the worries of new parents. Parents lose an average of 133 nights’ worth of sleep before their babies turn one, as they experience anxiety and concern over their baby’s health, according to Owlet.
“Many of us at Owlet are parents. So, we know that the prenatal and postpartum period of the parenting journey can be overwhelming and confusing, when it should be a time of joy and connection,” says Teran. “Our mission is to empower caregivers with insight and support when it matters most. We accomplish this by providing peace of mind to parents through innovative, reliable products that help monitor their baby’s well-being.”
Owlet offers FDA-authorized medical and consumer pediatric wearables that provide real-time data and insights about a baby’s health to parents. The baby monitor uses a wearable sock outfitted with an HD audio and video camera that tracks a baby’s breathing patterns. Parents can monitor sleep cycles, movement, oxygen levels and pulse rate through an app that is connected to the wearable to ensure that their baby is getting a healthy night’s sleep.
Prior to Owlet, Ms. Teran worked at global consumer electronics company Skullcandy for nearly a decade in product marketing management. Brand Innovators caught up with Teran to talk marketing to new parents, ecommerce innovation and the idea of being a multiplier. This interview has been edited for length and clarity.
Can you talk about how your brand mission to empower caregivers shows up in your creative?
This is reflected in our creative through authentic storytelling, showcasing real families using our products in their daily lives, as seen in our most recent brand campaign, “Only Owlet.” We’re lucky that we have no shortage of Owlet parents that can speak to how our products have positively impacted their families and are passionate about helping us spread the word.
How do you see your role as CMO at this organization?
As a leader and CMO, I try to follow the idea of being a “Multiplier,” something I learned from Liz Wiseman’s book, “Multipliers: How the Best Leaders Make Everyone Smarter.” While my role as CMO involves the usual tasks—driving growth, building brand awareness, and leading strategy—I believe the most important part is creating an environment where my team feels empowered and excited to collaborate. By building a culture of trust and shared ownership, we not only hit our business goals but also each person on the team can reach their full potential.
Who is your target audience and how are you reaching them?
Our primary audience are new and expecting parents who value both technology and the peace of mind it offers in caring for their children. We reach them through a mix of digital platforms, social media, earned press coverage, and partnerships with parenting influencers and creators. Additionally, we focus on personalized messaging via email, SMS, and product content on our website, ensuring that we meet parents where they are in their journey.
How are you thinking about innovation in the ecommerce space?
For us, innovation in ecommerce is all about making the shopping experience simple, clear, and as personal as possible. We’re always working to improve our site with better navigation and smarter product recommendations, while enhancing our lifecycle email marketing with automations that deliver the right content at the right time. Our main focus is on providing the right information at each stage of the customer journey, and if new technologies can help us do that more effectively, we’re always open to trying them.
What are the current challenges in running your business and how are you navigating this?
One of our biggest challenges is staying ahead in a rapidly evolving market while navigating the unique regulatory hurdles that come with a product like ours. Owlet operates in a highly regulated space, which adds complexity to how we bring our innovations to market. On top of that, we’re working with smaller teams and fewer resources than some of our competitors, so operational efficiency is key. We’ve focused on optimizing our marketing spend, refining our customer acquisition strategy, and enhancing our product offerings—all while staying true to our core mission of supporting parents. Despite the challenges, we’re committed to delivering the best possible solutions for families.
How has your background helped shape your perspective in your current role?
My career started in product marketing, so at heart, I’ll always be a product person. Having a great product makes great marketing a lot easier! But my years in product marketing taught me the importance of really understanding the consumer and putting their needs first. I’ve learned how crucial it is to blend creativity with solid analytics, but more than anything, I try to stay focused on what really matters to parents.
What big marketing trends are you keeping an eye on heading into the second half of 2024?
We’re keeping a close eye on the rise of AI in personalized marketing and how social commerce, especially TikTok, is becoming a big direct sales channel. Another big trend is Gen Z starting to become parents, which is changing the game—they expect brands to be more authentic, tech-savvy, and socially conscious. We’re also seeing a growing focus on sustainability, which is influencing how people shop. All of these trends are shaping the way we approach everything, from developing new products to how we connect with our customers.
