“My decade at Magic Beans was more than a job. It was where I learned how to turn creative ideas into growth, build community through marketing, and shape a beloved brand.”

For nearly ten years, I led marketing at Magic Beans, a specialty retailer beloved by parents for its expertise in baby gear and toys. During that time, I managed every facet of marketing: paid and organic media, email and SMS campaigns, content creation, event marketing, project management, and eCommerce. My role was to unify in-store and online experiences, deepen customer engagement, and drive growth.

Working closely with the CEO and COO gave me the unique opportunity to be mentored at the highest level of the business. That mentorship shaped how I approach strategy, leadership, and growth today.

Key Wins at Magic Beans

• Consistently achieved a 6:1+ ROAS on Meta and Google ad campaigns
  

• Scaled Drool Baby Expo into a twice-yearly flagship event with 39% year-over-year attendance growth
  

• Relaunched Magic Beans YouTube, growing to 75K+ subscribers and hundreds of thousands of monthly views
  

• Created Magic Beans Media, a vendor co-marketing program that grew into 10% of annual revenue
  

• Directed the Shopify relaunch in 2020, optimizing site architecture and integrating Klaviyo and Triple Whale to enhance customer experience and enable data-driven decision-making.
  

• Led the U.S. go-to-market strategy for Bumprider, including messaging, retail kits, content, and event activations

• Partnered with vendors on co-branded campaigns, giveaways, and social graphics to amplify reach and build community trust
  

Building Connection Through Strategy

When I joined Magic Beans in 2014, the challenge was clear: communicate with two very different audiences — new parents researching strollers and bottles, and seasoned parents shopping for toys. My first step was to use customer data to create segmented marketing funnels, meeting parents where they were in their journey.

I collaborated with CEO Eli Gurock to create omni-channel campaigns that included personalized emails, social content, SMS check-ins, and even direct messages from the CEO. We also began experimenting with Facebook Ads (then brand-new), using lookalike audiences to supercharge our funnels and drive attendance for our flagship event, Drool Baby Expo. These early campaigns kicked off nearly a decade of hands-on paid media strategy.

Scaling Drool Baby Expo

Under my direction, Drool Baby Expo grew into a twice-yearly event that attracted thousands of parents and dozens of top vendors. I introduced vendor co-marketing programs, created swipe-and-share graphics, and built buzz through raffles, giveaways, and curated gift bag teasers. Over time, Drool became more than a shopping night — it was an experience that combined education, connection, and discovery.

Growing New Revenue Streams

One of the most impactful projects I led was the relaunch of Magic Beans Videos on YouTube. What started as sporadic posts grew into a trusted resource for gear reviews and comparisons, attracting over 75,000 subscribers and hundreds of thousands of monthly views.

This reputation as a trusted source opened the door to Magic Beans Media, a vendor co-marketing program I built that provided turnkey campaigns across email, social, paid media, and in-store promotions. Within a few years, it became a major revenue stream, contributing over 10% of annual revenue.

Adapting Through Change

During the pandemic, Magic Beans pivoted quickly. With families at home, demand for educational toys grew, and our digital content helped parents stay engaged. When Drool Baby Expo returned, I led its relaunch with a strategy that emphasized safety, community, and convenience — reframing the event as more than shopping and helping rebuild trust.

In 2022, I also directed the U.S. go-to-market strategy for Bumprider, a European stroller brand. My work included localizing messaging, creating retail partner kits, producing lifestyle photography, and representing the brand at national expos. This project blended DTC and B2B marketing, helping establish Bumprider’s early presence in the U.S.

Closing a Chapter

In the final years, Magic Beans faced a highly competitive retail landscape and mounting supply chain challenges. After 19 years, the founders made the difficult decision to close the business. While it was bittersweet to see that chapter end, I am incredibly proud of the results we achieved and grateful for the chance to help shape such a beloved brand.

What It Means Today

My decade at Magic Beans gave me the skills and perspective to help businesses grow through thoughtful, creative marketing. From building funnels that convert, to scaling events, to creating new revenue streams, I know how to move quickly from idea to execution and measure results that matter.

If you are looking to build momentum, deepen customer connections, or grow your business, I would love to bring that same energy and expertise to your brand.