Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with Elizabeth Teran, chief parent officer at Owlet.
In this compelling conversation, Elizabeth shares how she’s transforming marketing at the baby tech company that revolutionized infant monitoring with medical-grade pulse oximetry technology.
She discusses the unique positioning of marketing medical-grade technology to parents, the company’s journey from FDA warning letter to full medical clearance, and her philosophy of authentic, education-based marketing.
Elizabeth brings extensive experience from her 10-year tenure at Skullcandy in product marketing, followed by over five years at Owlet, including three as CMO. Her role expansion reflects Owlet’s commitment to being truly parent-first in everything they do.
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Episode Highlights:
[00:15] Against Paid Endorsements — Elizabeth takes a strong stance on influencer marketing: “I’m pretty exclusively against paid endorsement. I think customers see right through it. And for our product, trust is so important that it has to be very authentic.” She explains how Owlet cut paid influencer partnerships when they faced budget constraints during the FDA challenge, focusing instead on organic advocacy from genuine users.
