SHeCOMMERCE

Episode 20: Julie Talbot - Inclusive Feeding, Modern Parenthood & Reinventing a Legacy Brand

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0:00 | 49:51

From Breastfeeding to Belonging: How Julie Talbot is Reinventing Parenthood, Leadership & Legacy Brands

What happens when a 42-year-old brand built around breastfeeding evolves to meet the realities of modern parenting?

In this episode of SHeCOMMERCE, Cristina and Jacqui sit down with Julie Talbot, CEO of Lansinoh Laboratories, to discuss how one of the most trusted names in maternal health is transforming from a breastfeeding brand into a modern parenting brand built around inclusion, empathy, and real-life family journeys.

Julie shares how becoming a mother later in life through IVF fundamentally changed her perspective as both a leader and a consumer—and how those experiences now shape the way she leads one of the most iconic brands serving parents worldwide.

Together, they explore:

✨ Why 85% of families today are combination feeding—and why brands need to stop forcing a "one-size-fits-all" narrative

✨ How Lansinoh is embracing personalized feeding journeys and supporting parents without judgment

✨ The role AI can play in parenting support—and where human empathy must remain irreplaceable

✨ Why women don't need a seat at the table anymore—we need to redesign the table

✨ The leadership lessons Julie learned from motherhood, IVF, and leading through transformation

✨ The myth of working mothers being "less committed" and why it's time to permanently retire that narrative

Plus, Cristina and Jacqui spill the weekly tea on Dove's purpose-driven partnership with FIFA Women's World Cup, Fidji Simo's appointment to a major leadership role at OpenAI, and what the Publicis acquisition of LiveRamp could mean for the future of retail media measurement.

This conversation is equal parts business strategy, parenting reality, and leadership inspiration—and a reminder that the strongest brands are built when empathy sits at the center of every decision.

Because at SHeCOMMERCE, it's never just business. It's personal.

Bold Brands. Fierce Women. One Sisterhood.

SHeCOMMERCE: 

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SPEAKER_01

Hello, you're here with Christina and Jackie for another episode of She Commerce where power women and real talk collide in the CPG world.

SPEAKER_00

I feel like we need uh sound effects. I I do have let's let's work on that.

SPEAKER_01

Hey, you have your singing.

SPEAKER_00

I have my sound effects.

SPEAKER_01

Okay. Fine. We can we can compromise. Give and take.

SPEAKER_00

All right, all right, all right. Um I won't give you I won't give you grief, maybe I will see. Hey, Christina, our guest today. Isn't she amazing?

SPEAKER_01

Oh my gosh. Everyone's gonna feel so warm and tingly after all this. So much love from her.

SPEAKER_00

Yes, for sure. She is warm, she is a powerful leader, she is authentic. Gorgeous, gorgeous. Yeah. Oh, amazing. And y'all just have to y'all just have to wait online until she comes up.

SPEAKER_01

She'll have to listen to us talk.

SPEAKER_00

Yes.

SPEAKER_01

Lucky you.

SPEAKER_00

You have to earn it, you guys. You have to earn the the goodness by listening to Well, we'll we'll handle a little bit.

SPEAKER_01

So, you know, we are gonna be talking about parenting and you know, maybe old ways of parenting versus new ways and how crazy things have gone, right?

SPEAKER_00

And breast.

SPEAKER_01

Everyone just turned up the dial and leaned in. Yeah, we are here for it. Thank you. I'm not quite sure where to go. Um let's talk about some tea. How about that? I think we're already making it spicy and extra hot with the breast. So, but we do have a lot to talk about in our tea, right? We have some purpose-driven marketing, we have a major female um leadership win, and we have some shakeups happening in the retail media space that could impact every CPG brand listening. So a lot to talk about. All of our favorite topics wrapped into one seg segment. So let's let's start with Dove because you know, Dove, we've talked about Dove on this before. Uh, we talked about their Super Bowl ad. And here they come again where the Dove brand is actually walking the talk, and we love that. They are using the FIFA Women's World Cup sponsorship to spotlight body confidence and help keep girls in sports. So, yes, it is a sponsorship announcement, and we know that there's a lot of that happening with the World Cup around the world right now, but I think the real story here is that it is actually happening. There's a ton of girls dropping out of sports at alarming rates over the last few years. And body confidence is one of the key reasons that they cite why they dropped out. And Dove is using one of the world's biggest stages to address this as a real barrier.

SPEAKER_00

Absolutely. And whilst this is a very serious topic, it's FIFA, Christina. I'm sorry. Can you tell I don't play soccer? No, really? But let's go back to Dove. I mean, Dove has been a favorite brand of mine right from the start when they started with um all the different body types and shapes and and and that inclusivity. It was it was an eye-opener. It was wonderful. And I love that how that this is how they continue, continue to separate themselves from so many other brands. They're not just slapping a logo on a jersey and saying, whoops, whoopee, we're here, call it a day. They're connecting their brand mission directly to a consumer problem. And it is a consumer problem. Um, and then using media to create that impact.

SPEAKER_01

Yeah. And we talk all the time about this. The real ROI is not just clicks, it is about that engagement and connection. And this is a great example of purpose and media and business strategy that are all working together to drive that. And you know, anything that helps keep girls in the game and build that confidence, obviously, mom of three girls gets a huge thumbs up from me and from Jackie too.

SPEAKER_00

Oh, completely. I know you don't know. No, I mean, you your three girls, they're all cheerleaders. I they're all in cheer squad. That is so hard. My my girl, she plays football. I and I love that. And and long, long may that continue, Christina.

SPEAKER_01

Now, football meaning soccer or football meaning.

SPEAKER_00

Oh my god. Yeah. The football, the soccer, the FIFA type. Yes.

SPEAKER_01

I just want to clarify.

SPEAKER_00

All right. But speaking of women who are changing the game, can we take a moment to whoop whoop for Fiji Simo, please?

SPEAKER_01

Huge, huge congratulations. Uh, OpenAI announced that Fidji will become CEO of applications and AGI deployment. So for anyone who doesn't know her background, she actually helped scale Facebook's advertising business and then transformed Instacart as CEO. And now, and in case that's not enough, she's stepping into one of the most important leadership roles in artificial intelligence. Like mic drop.

SPEAKER_00

Jeez. I mean, three mic drops, quite frankly. If we're gonna rank them, I mean, let's be clear, this isn't just another executive appointment. We're talking about one of the most influential technology companies in the world right now, putting a woman in charge of how AI gets deployed into the world in a scenario where AI right now is suffering from male bias. Open AI, congratulations. This matters, and this is yeah, it absolutely matters.

SPEAKER_01

And we we talked about this on our very first episode when we interviewed ChatGPT, that a future of AI won't be determined only by the technology itself or only by a mostly male um cohort. It will be determined by how it's applied, how it's governed, commercialized, and integrated into everyday life across, or it should be, across males and females. And having leaders that have strong operational, commercial, and human-centered experience at the table, especially from a female perspective, is critical.

SPEAKER_00

Completely. And can we just acknowledge something here? Women don't just need seats at the table anymore. We need women to help redesign the goddamn table. And this feels like one of those moments.

SPEAKER_01

Absolutely, yeah. So huge congratulations from the entire She Commerce Sisterhood.

SPEAKER_00

Oh yes. Okay, now let's shift into the commerce side of She Commerce because uh Public has just announced plans uh to acquire LiveRamp. And if you're in retail media, ad tech, data, measurement, you should be paying attention.

SPEAKER_01

Yeah, very close attention because this isn't just your regular acquisition, this is about identity, data connectivity, and of course measurement becoming even more central to the future of retail media. And our brands are facing increasing uh privacy restrictions and fragmented consumer journeys. We know this. And that ability to connect data responsibly across all those channels becomes incredibly incredibly valuable.

SPEAKER_00

The way I look at it, retail media has spent the last few years building audiences and inventory. The next chapter is proving that effectiveness, and that's where identity measurement and resolution becomes the battleground.

SPEAKER_01

Exactly. You know, brands are not asking for more dashboards, they're asking for actual answers. What's working, what's not working, what's driving incrementality, what's driving actual growth. And companies that are able to connect those dots will have the advantage.

SPEAKER_00

Completely. The future winners in retail media won't just own media, they will own measurement.

SPEAKER_01

And with that, the tea has officially been spilled.

SPEAKER_00

Purpose. Power moves and platform shifts for just another week in commerce.

SPEAKER_01

Yeah, and honestly, that's why we love this industry and we love being able to do this and chat about these topics. And we're so excited to bring in today's guest.

SPEAKER_00

None other than the fabulous Julie Talbot, CEO, global CEO of Lancino Laboratories, a brand that has supported mothers and families for more than 40 years and is now undergoing a powerful transformation for modern parenthood. Julie is leading the evolution from a historically breastfeeding-focused company into a more inclusive, innovation-driven parenting brand centered around personalized feeding journeys, breast bumps, digital commerce, and meeting families where they actually are. She's also the first female CEO since the company's founder exited, or since the company's founder, let me start that sentence again because you wanted the entry, right? She's also the first female CEO since the company's founder started the business 42 years ago. And honestly, the conversation goes way.

SPEAKER_01

That's not right. It's the other way. What's that? She's the first female CEO since the company's founder exited the business over 25 years ago. Yeah. So the company's founder was there from the start 42 years ago. And she I guess served 17 years or so. Yes, on July.

SPEAKER_00

And then all right, let's start that again. Okay. Julie is also the first female CEO since the company's founder exited the business over 25 years ago. And honestly, the conversation goes beyond bath products. It's about empathy and leadership, re-invention, and what happens when commerce finally starts reflecting real life. Julie Talbot, it is such an honor and a privilege to have you in SheCommerce.

SPEAKER_02

Oh, thank you, Jackie. It's so good to be with you and Christina today. Thank you for having me.

SPEAKER_01

Of course, it's our pleasure. Thank you. Well, Jackie from your introduction had shared that Lanzanow was founded 42 years ago. And that was a very different parenting era. So as you stepped into leadership, what needed to evolve? What were some of the first things you said we need to modernize here?

SPEAKER_02

Yeah, it's it's a great question. It's a great story. Um, what I love about Lanceto's history is that we started from a really very real place. A mom saw need and wanted other moms to feel supported. And that's still really relevant to who we are today as a brand. But like you said, Christina, parenting looks much different today than it did 40 years ago. And today, families are navigating different needs, different routines, challenges, circumstances. Families look different today than they looked 40 years ago. So for us, it's about really staying close to the families and responding to what they need now. And that's one of the reasons that it's just so important for me to continue to evolve Lance and O, particularly in this feeding space, but also just in terms of how we communicate with moms, how we come across what we convey that you know we're doing out in the communities and how we're supporting moms and the communities we serve today. All of that stuff is just so important to consumers now.

SPEAKER_01

Absolutely. And I know you there's a statistic that you shared in our prep call around 85% of families are combo feeding. And I think that that really is telling. So, how are you reframing that conversation around inclusive feeding? And for those that may not know, what does inclusive feeding actually mean?

SPEAKER_02

Yeah, absolutely. So that 85% statistic, I think, really reinforces that families are looking for support in the way they feed their babies. Um it's it's really the heart of this new campaign we just launched. However, you feed, we're here for it. Because feeding, I think, is one of the most personal and emotional parts of early parenting. I know for myself, it was so personal. It was, I had a ton of challenges with it. So I come to this with a lot of empathy. And for us, inclusive feeding, you know, really means showing up with the products and education that can support families. So whether you're breastfeeding, whether you're bottle feeding, whether you're doing both, whether it's the mom feeding, the dad feeding, family members, this looks so different today than it has over past generations. And so we're really looking to make sure we have the right breast pumps, be them wearable or traditional, the right bottles, um, all the support that that moms, parents, caregivers need to take on this early feeding journey.

SPEAKER_01

It's amazing. I love that you've have grown with the times and have brought you know others into that journey of feeding and being more inclusive.

SPEAKER_00

Oh, amen. Um, I remember my journey. It was, you know, wow. I had so being um being coming from a from a from an Asian heritage family, on the one hand, I had a whole bunch of folks telling me how I need to do it in one way. And then on the other hand, I had a whole bunch of folks telling me, um, and then marrying into a Western um or a European family. I had a whole bunch of folks telling me that, why am I doing it that way? Do it that way. And I remember sitting there thinking, can I just have my babies in peace, please? You know, it's hard enough with twins and feeding them and all that is just, oh yeah. So I mean, I love this, Julie. I just absolutely love this. And I think that it needs to be the messages need to be um shared in in with big sort of stereo sound across the world, um, everywhere. But um, but here's my question for you though. What is your USP versus your competitor?

SPEAKER_02

You know, I think for for Glansnow, it's that trust that we've earned with families for 40 plus years. Um, we're this US-based company. Um, we quality is our number one pillar in terms of the products we put out because we know the population we're serving, moms and babies is just critical. Um, the quality is front and center in everything we do. So for us, it's that trust that we have and the history from being mom-founded and putting the consumer first in all of our product choices that is our unique selling proposition today.

SPEAKER_01

I mean, I can attest to the quality. Your nipple cream saved my life. Thank you. Mine too.

SPEAKER_00

The, you know, the the the nipple, um, what do they call the the pads? Oh my god. I mean, oh after the first um very embarrassing, hilarious, however, incident where my my my breast got very excited because I was in a phone shop and got a new pink phone. I was like, uh-uh, no, no, no, no. I think those pads are going in. We all have these stories. We all have so many. Um, so let's talk about let's talk about where the commerce side shines, Julie. Um, the pairing journeys, as you said, they are so different, so individual individualized right now. Um, how does that reshape the digital shelf?

SPEAKER_02

Yeah, I think um I can't even imagine how my mom survived without having, you know, the digital shelf that we have now and the access that we have now. But I think parents are all shopping in these real moments. Um so I think it's just really important that we show up when mom when and where moms need us, um whether you know they're in the middle of a 2 a.m. feed or they're recovering postpartum, you know, how do we how do we intersect with where they are and and give them the products that they need at this journey? I mean, I think one of the things I we all say is you just it's this, there's no there's no guidebook, there's no textbook in terms of how to do this. And you think you have everything you need going into pre-birth, and then you end up having to have an emergency C section and you don't need all the products you bought, and you need, you know, you need something completely different, or you're gonna breastfeed and you can't. So you need bottles or a breast pump. And so so many stories about that. So I think for us it's about you know, how do we show up with the products that are there to support moms along the way and the team? We we have an amazing team here. Um, one of the things that we recently did is bring our customer care team in-house. And so if you call into Lance Sano customer service, you're going to speak to a mom or a certified lactation consultant. So, and if you want to stay on the phone with them for two hours, because they're the only adult you're gonna talk to all day, by all means. It does not matter to me. It does not matter to our team. We are there for moms. And I think, you know, for us, it's it's this balance of you know, tapping into the the digital and the AI and everything we can leverage, but holding true to that backbone of AI is never going to be there for our moms. Like we need real moms with real experience and certified lactation counselors to support our moms on this journey. So it'll always be about about balance for us, but you know, I'll I'll say a hundred times it's just about being there for moms.

SPEAKER_00

I love that. I my God, I love that so much. There was some rapid blinking right now because I was just like, oh my god, that would have been such a godsend when I was when I was growing up. No, when I was having you know, because it was it was so incredibly overwhelming. Um, they were my first and my only twins, and you know, the IBF journey and then the twins journey, and then the you know, Nikku journey, and then the breastfeeding and and bottle feeding, because I mean twins and you know, not enough, all that stuff. And I'm just like, oh my god, well, they're alive, so bonus points for me. But what do I do? Oh my goodness. Um, you know, you were uh going back to um deep breaths, going back to um what you were talking about with uh with um AI. Um how you know AI is being used now as an advisor, as a as a guider, as a you know, as a guidance counselor practically. Um what happens when AI becomes the advisor for for new parents um or parents going through uh a pregnancy or birth that is, you know, um away from what they had planned, you know, in terms of where they're using where they're not using Google search or parenting forms. Um and and how is Lansino working with that from an agentic uh commerce perspective?

SPEAKER_02

Yeah, I think this is going to be this is we're on the edge of this, right? I mean, we're you're depending on the company. I think people are evolving quicker rather than others, but I think this is something we're we're staying really close to, and we're definitely preparing for. Commerce in terms of how we're looking at our product information, how our product benefits show up, how we engage with not only these agents, but also consumers. And I use the previous example about our consumer care team because I think there's always going to be a balance for a brand like ours that's so high touch, such an emotional need state. I mean, when a mom reaches out to Lance No because their milk supply hasn't come in and she feels like she has minutes, hours to, you know, fix this problem and she's going through the throes of postpartum and you know, she can't figure out how to use her breast pump. Like, I need a mom, a certified lactation counsel. Me too. Like it's so many stories. I mean, we've all so many of us have been there in that moment. I mean, it's like it makes me tear up just thinking we're like reliving it. Um, and I just I think you know, we have to be there to support moms because it it is, you know, it feels touch and go and it time is of the essence. And gosh, the last thing I want is an an agent on the other end of a call or a chat, like trying to explain to this mom in this emotional state. Because we've got how to use this pump. Like, is that how any of us would want to be treated? No. So I think you'll always see Lancino come at this with you know, what's the most efficient way, of course, for our moms and our consumer shopping? And that's where we'll tap into the agenda commerce and agents and and really prepare and making sure that our pages are uh able to be navigated by by both agents and consumers alike, and we have the support materials needed for consumers still. We will never go all the way to kind of this agent model, but I think you'll always see us having that personal touch because of the just the nature of our products.

SPEAKER_01

Yeah. And I mean, it's very clear that you understand that balance then of authenticity and personalization and where and when to best bring in AI, but it should not substitute that you know, human care and as you said, the human response of being there for moms when they need it, right? Uh I think it takes a lot of courage to say, hey, this is this is not a place where AI can replace that human-to-human interaction. And I really applaud you for leading in that way. Because I'm sure it is not expensive to have a customer service representative that has an infinite amount of time to stay on the phone with a mom or parent in need. So, you know, kudos to you because that as a leader, that is um a choice that you have made. Uh, and I think moms will appreciate that. So thank thank you. I think it goes back to that USP too, right?

SPEAKER_02

You know, it's like that's what makes Lancino special. Absolutely. Some of the the the things will never trade off as a brand.

SPEAKER_01

Yeah, and no, and having that empathy. I and you being a leader as a woman and a mother has helped maybe in that space, which really helps to bridge us to our next topic, which is leading and as a mother and building that empathy. So you joined Lance Nell when your daughter was two, I believe you shared, and your parenting journey also included IVF. So you and Jackie are bonded there. And you did become a mother later in life. So, how did that shift your relationship to the brand and with the brand? And how did becoming a parent really change how you led people?

SPEAKER_02

I think though it's the word you just mentioned, Christina, it's empathy. And when I joined Lancino, I was just still so close to coming off of this journey. It was so still so raw and fresh. Um, I had just used all the Lancino products. So I vividly remember, I mean, gosh, we'll never forget, right? But you vividly remember those early days and you know the comfort and relief that you lean to and the things that help you along the way. Like that's why everybody always, or I'm gonna reach for one. Everybody always remembers the little purple tube of nipple cream, right? If you breastfeed, and now we all use it on our lips, but it's like you remember those moments so so vividly. So I think just me joining Lance and O, I say this all the time, and I, you know, I don't want it to sound cheesy because I mean it from the bottom of my heart, but it's almost more personal than professional. Like, yes, I've had all this amazing experience, and I'm so blessed that I've gotten to work for amazing leaders and had experiences that have led me functionally and technically to be in a in a role like this. But I think it's the personal experience that I went on this maternal journey and this IVF journey and challenges, feeding, and you name it, right? It it was thrown at us, and I think that's what's unique about all moms' journeys is everyone's is is unique. There's no two that are the same. And but I think all of that led me to this place of being able to lead um with empathy and to you know acutely understand what our moms are going through, what our families are going through, what our parents are going through in terms of you know how challenging this is. And you know, everybody says like it takes a village to raise a child. And a lot of us don't have villages, and especially with how we live now, with our dynamic the family dynamics. And so, you know, I always like to say if Lancino can be like a little piece of a mom's village along that way. And I think that's that's how I that's how I lead. And um, you know, how we treat our consumers is you know, the same way, you know, here in the the walls of Lance, the Lansino office. It's you know, we're all uh, you know, we're all just people, some of us are parents, and you know, you don't have to choose one or the other. Like there's a great intersection for all of these hats that we all wear. And so I think, you know, I'd summarize by just saying, you know, it really has just made me a much more empathetic leader. Um, and even now having a toddler, gosh, she humbles me every day. So there's something to be said for the experience provided by you know a child on this on this career journey.

SPEAKER_01

So it's oh, they are definitely humbling, especially as they learn to use their words and and use them at you. Mommy, why do you look like that? Or that's one of my favorites. Yep. It's great. Keep you humble.

SPEAKER_00

Absolutely. Um in in terms of uh in terms of all of this um experience, was there a moment where you realized, Julie, that you weren't this wasn't just you marketing to parents anymore, that that I am the consumer. I am this is this is this is me.

SPEAKER_02

Yeah, I mean, I again like I vividly remember um, you know, my daughter was like weeks old, like trying to trying to breastfeed her. And I remember sitting on the side of my bed, like saying to myself, like I think I was trying to get um get in touch with the lactation consultant. And I remember saying to myself, We as women have to do better here. I mean, I have all these girlfriends, a mother, like, how did I not know? You know, I'm fortunate to have resources. Like, how did I not know that this is gonna look like this? And like all these challenges, I knew it would be challenging, but like not to the extent that it was. And I said to myself, if I survive this, I have to do something, we have to do something better for each other, right? Like, even if it's just like pay it forward to a few friends. So when I had this opportunity to join Lanceau, then less than two years later, it was it was definitely a little serendipitous, and it definitely um, you know, has felt like a personal calling to me to be here. And you know, I was like, if we can make it better for one mom, right? Like I've done something, I've done something good. So um I was there, I remember what it felt like, and I, you know, I really just I'm so fortunate to now be in the position if we can somehow help other moms around the world. It's it's so it's meaningful work.

SPEAKER_00

I think to be perfectly honest, Julie, I think it's the moms out there in the world right now who are so fortunate that you are in this position because not only have you not only have you gone through a journey, you remembered it, you've honed it, you've now made it the vehicle in which you then um advise and guide and provide better service and and options for all the new moms um or or even not new moms out there who are going through their uh the their um pregnancy and uh and and baby journey, you know? Because that's the other thing. It's like uh some some friends of mine who had their children one at a time, you know, uh which is crazy. What's that about? Um why would you do that? Um the first baby is uh is absolutely um you know works in in one way, the second baby is completely different, and it turns everything on their head in terms of wait, but the first baby did this. So how is the second baby so so different? The first baby, you know, uh was bottle fed and didn't want the breast. The second baby wants nothing but the breast. And I'm like, whoa, mind blown. And knowing that they have a place that they can go to to ask, because again, you know, from my perspective, my mom was just like I breastfed all four of you. Bing, b, bish, bash, bosh, that's all done. You know, why are you making such a big deal? I'm like, because it is different.

SPEAKER_01

Yeah, same.

SPEAKER_02

I have I have that same story too.

SPEAKER_01

Yeah. I mean, they they say that you should walk a day in your consumer shoes and to really develop that empathy and keep the consumer hard at you know at the center. And obviously, there's no better way to do like you've walked the path, you've lived the life. So you really embody that within this leadership role. Uh, so we encourage all leaders to the benefit of doing that, you know, whether you don't obviously have to go become a mom depending on the job, but go immerse yourself with your consumers, understand how they live and build that empathy. It is, it cannot be um, it cannot you cannot put a price tag on that.

SPEAKER_00

Yeah, absolutely not. So well said. You are the first female CEO since the founder uh exited about about uh 25-ish years ago. Um, and we've had or Lon Cineau's had male leadership since that point. What does that mean to you personally and and what changes when women lead brands that are built for women?

SPEAKER_02

It's a great question. And I think we're seeing more and more of this today. Um, but you know, it almost puts me back in the seat of you know, Rashida, who founded this brand 40 years ago when she had a problem she was trying to solve with the lanolin. Um, and so I've I've been the mom that the brand is here to support. So I know what it feels like to be in those early days, recovering and trying to navigate the feeding journey, questioning yourself, wondering if you're making the right choices. So it's, you know, it's that whole psychographic journey that you're on in terms of um this experience. And it just changes how you lead and it makes it impossible to distance yourself from the consumer because you were, you are the consumer. And so, so much of our team has been there as well, either moms, dads, or supporting supporting moms and dads that they're friends with or within their family. So um, you know, you're not necessarily making the decisions from, you know, facts and figures and data on a piece of paper. Yeah, of course, I'm I'm looking at that too. But I've lived this, like the the real moments, the emotional, the vulnerable moments that I had that went along with it to be able to understand the consumer at that level is so different. It's like Christina was saying, right? You really need to be able to be able to walk a mile in your consumer's shoes is so important to be able to connect and to be a brand that truly will resonate um long term in a meaningful way. So for me, I think just the opportunity to lead Lancino, you know, it's it's an amazing privilege. Um, you know, it it is definitely my dream job of a lifetime. Um, I'm so blessed to be able to be in the seed and especially work with our amazing team. We have an incredible team. Um, and you know, you you I have the fortune of being able to express my sentiments about how much this means to me. But I think if you talk to them, you'd hear the same story about you know how much our mission means and and how it really is all about giving back to moms and serving moms and parents and families, of course. But um, you know, that that's that's what's so special for me. Not only, not only do I get to, you know, you know, hopefully make a small difference on on a mom's journey, but I get to do it with an amazing team by my side.

SPEAKER_00

I love those stories. I love that. Um, so slightly uh sassy question. What is one outdated leadership expectation for women that you would love to retire permanently?

SPEAKER_02

Um, I would love to retire that women just need to lean in and do it all. I would love to retire that. Like we do not have to do it all. We can't do it all. Uh there, we do not need to be perfect. It's a messy journey. It's still, it's it's always gonna be messy. It's never gonna not be messy, honestly, whether you have a kid or not. Um, but but we do not need to do it all. Preach.

SPEAKER_00

We agree. I love that. You know, um, it's it's basically what you're saying, Julie, is that we're not asking for a seat, we're just redesigning the table.

SPEAKER_01

Yes, I love that. All right. Well, let's talk a little more about your career journey that brought you to this dream job. Okay. There's a clear thread in your career. You were with Mars in their health and science division, Birds Bees, obviously Lans and all now. You seem very drawn to these mission-driven brands. Is that a fair assessment?

SPEAKER_02

Very much so. What is it about it?

SPEAKER_01

What draws you to them?

SPEAKER_02

I mean, I I think it's it's it's almost going back to what you said earlier, Christina, around um, you know, being able to like walk a mile of these brand shoes. I I've always said um that I would never work for a brand that I didn't believe in, that I didn't feel like was, you know, providing some greater good, you know, product or service to consumers, you know, that you're putting out there into the into the universe, um, if you will. So um I've always been, you know, a very type A, like I want to get, I want to be successful. I want to, you know, I graduated college early. Um, but then I ended up taking this job that I took it for all the wrong reasons. It was I took it for the money, I took it for, you know, the fame, the glory, the whole thing, right? So I actually quit that job. I was going to quit on my first day. And my mom, I called my mom, was like, I'm quitting this job, I'm not doing this job. And she was like, You can't quit on your first day. So I was like, so I quit on my second day. And I had like moved all the way down the East Coast to like go do this job. And I have like totally like, you know, I've graduated early. I want to get a head start, and I've totally like upended my my life, my career. I'm like, I did all this for nothing. But you know what? It taught me the most valuable lesson that has made all this possible. And I think that's that is the thing about these mistakes that we make at these pivotal points in life, right? They they take us down a journey that if I had, if that hadn't happened, I would not be here today. And it's just so funny to look back. And I always tell students this, you know, because or young associates, because it's it's not gonna ever be a perfect journey. But all that to say, it's given me the opportunity to make more stringent choices in terms of the companies that I want to work for, and I do it for the right reasons because the work is meaningful and the products are meaningful to the people that we're serving. So that's why I made those choices.

SPEAKER_01

Which, you know, we spend a significant portion of our lives at work and away from those amazing babies that we had. And it, you know, it is a sacrifice. So I think it just makes the time so so much well worth it when you believe in the mission of the company and you're passionate about it and you feel like that time is well invested. Although obviously, you know, still still a sacrifice, still a trade. Everything's a trade-off. Yeah. You have to love what you do. You have to love what you do. Life's too short. Yes. Well, it in terms of making those choices, as you made early on, what what is harder? Transforming culture internally or evolving consumer perception externally.

SPEAKER_02

Ooh, that's a good one. Um I think I'm gonna cheat and say, I think they're interconnected. So you really can't shift how consumers think about you or experience a brand in a lasting way, like in a long-term way, if the organization's not aligned behind where the brand's going. So I think the way the company and the team listens to consumers and how we then make decisions, um how we support our people and talk about the consumers that we serve shows up externally, right? So I think anything we're doing here in the office as a team is gonna show up externally, whether in you know how we talk about the brand or how our packaging shows up or our marketing shows up. So um internally, I think the work is just about helping people feel connected to where we're going and staying close to the mission. Sometimes we get so in the weeds, we forget and we have to go back to what are we doing all this for, right? Like we're getting frustrated here, we're, you know, we're trying to figure something out, but at the end of the day, we're doing all this for the mom. So let's always reground ourselves and in why we're here and what we're doing. Um, and I really just want to continue building, you know, the momentum around staying grounded in this empathy and never losing sight of the fact that our work matters because it touches real lives every day. So I think it really has to be this combination and and it starts internally to be able to make a groundswell to evolve the brand externally.

SPEAKER_01

I mean, your your heart and passion just explode through the video. So I'm sure that cascades throughout the entire organization. And I I think your point is valid. It has to start internally before uh you convince people externally.

SPEAKER_02

Yes.

SPEAKER_00

Alrighty. We have dealt with a number of um heavy personal, um heavy commercial, commerce-based questions so far. We've put you a bit through the ringer there, Julie. So let's do some uh rapid fire questions here. What is your mom CEO survival hack?

SPEAKER_02

Um, protecting time with my daughter. I block my calendar. Uh, one of the things that I I believe you have to, you know, you have to preach, you live what you preach. And so every day I go and pick up my daughter at school. So I block my calendar from 2:30 to 3:30, and I run out and I go pick her up. And you know, it's just like my hour that I get to get back to work after that, but it gets my hour of time with her. And so for me, it's about blocking my calendar and never like somebody wants to schedule a meeting, like that time is protected. I won't give it up.

SPEAKER_01

Wait, I love that because I feel like we don't hear that enough from like higher level female leaders, never mind CEOs in a company that middle of the day you are saying this is protected time, here's my guardrails, this is a non-negotiable, I'm gonna spend this hour with my kid. Like, you know, some are when we used to fall on that.

SPEAKER_02

We'd have to like sneak out of the office and go like do a doctor's appointment, or like it's like, God forbid, I you know, a teeth. I'm like, bye guys, bye. Like, I'm not trying to sneak out. Like, this is this, I own this, this is my thing, this is what I do, this is my hour of day with my daughter before you know the bedtime routine when I get back into that.

SPEAKER_00

But go to Christina, Christina, I think we need to start a petition to make Julie the president of the world. I I'm gonna say the same thing. I love it. Let's do it. Oh gosh. So, um, Julie, what is one parenting product that you wish existed? Just generally. That that that's not out there right now, but it uh but exists.

SPEAKER_02

Like I'd probably say some. I need like I I wish I had I personally wish I had had a confidence button that like made me feel like I was doing the right thing and not feeling guilty all the time. Like if I could have that one thing back, the guilt that I would like put on myself because I felt like I wasn't doing things wrong. So I wish there was some some sort of like you've got this button or some guidebook that we could we could really and it's like you don't even believe that anybody else tells you, you know, it's your friends can all tell you. You've got this, it's okay, but it's like we don't we need to feel as moms that what we're doing is wonderful, it doesn't need just having like a choir of angels.

SPEAKER_01

Every mom deserves it. I wish there was a pill you could take that instantly makes your milk come in. That would be great. Me too. There are a lot of promises of that. But after me trying literally 10 different supplements and uh you know exporting illegal off-product items, which I won't say into the country, taking those, and who knows what health information still did not work, just side note.

SPEAKER_03

Uh-huh.

SPEAKER_00

Well, I and tell me about it. I mean, I I wanted to breastfeed my kids for six months, but twins, and I just didn't, I couldn't eat enough to make enough to feed them. I mean, I'd feed them, and then I'd have to give them a full bottle each straight after. I was like, well, this is kind of pointless.

SPEAKER_02

Right. So you're breastfeeding, washing pump parts, bottle parts, everything. Like it's just the things that we do. I know.

SPEAKER_01

The other, all right. I feel like I'm being interviewed now. But the other product, Julie, this is something you probably can do. I remember pumping and going and being back at work and going into their, you know, mother's room, nursing room, and and taking calls, and you'd hear the whoosh, whoosh, whoosh, whoosh. You know, I try to mute and then I have to come off to talk, and you'd hear someone be like, inevitably, a man would probably be like, what is that sound? And you know, the women would never ask because we knew, right? But somebody, one of the men would ask, um, innocently, of course, but if there was a completely silenced one, or you know, to your point, just own it, yes, the problem with that, you know, and breast pumping.

SPEAKER_02

Yeah, yeah, the confidence to just own it and say it. But I will say the breast pumps have come a long way, and ours are very quiet now. And they have the wearable pumps now. I mean, like so many of these things are just didn't exist such a few years ago.

SPEAKER_00

Stealth pumps, Christina.

SPEAKER_01

Yeah, I had the the the um you know, the bra thing that held them on, hands from and it felt like Madonna and her like with the bra. I was like vogue every time I know, and then you know, it just it went. All right, well, that leads us to our next question, which is what is your go-to hype song when you're getting ready for a T show?

SPEAKER_02

Oh, this is like this is my favorite because now, now that my daughter's old enough, uh, she's getting like into music, and so we are definitely like Taylor Swift fans. So pretty much like anything, and she knows Taylor Swift now. Like she sees her, she's like, Mommy, Taylor Swift. So it's very fun. So we try to we try to have dance parties, and usually it's it's to the tune of Taylor Swift. Anything Taylor Swift. Anything Taylor Swift, anything Taylor Swift.

unknown

Yeah.

SPEAKER_00

Nice.

SPEAKER_03

Yeah.

SPEAKER_00

No, no, no, no. See, this is why I don't know how you do it. You always end up asking this question.

SPEAKER_01

You, Christina, you never give me this question. I'm gonna give it to you next time, Jackie, but I'm still gonna sing, so it doesn't really matter. All right, well, we have one more. What is one leadership myth about working moms you'd love to call Pies on?

SPEAKER_02

Oh, this is a good one. Um the the myth I would call Fieson is that working moms are distracted and that you don't get 100% from you know a working parenting mom in the office because they're distracted, they're focused on the kids. And if you you know were to hire someone who didn't have children, you would get more out of them. That's my that's my favorite. Yeah, we call VS on that too.

SPEAKER_00

Completely.

SPEAKER_02

I think I think once you go through it, you learn, you know, all of the these skill sets and characteristics and um just empathy, like all these things you learn as a mom that you bring to the office are just so amazing. Like they're just a whole host of experiences that you otherwise don't get throughout a traditional career, if you will. So I think moms really um are amazing, amazing associates um and bring so much to the table.

SPEAKER_01

Yeah. Well, we appreciate you being here with us, and you are absolutely paying it forward and building that tribe of parents through your work at Lans Now, through your own mission. And this has been such a feel-good episode, right? I feel like we all need to hug and like just well, all love and and goodness. So thank you for sharing that passion with us and all you're doing for the company, for parents around the world. We appreciate it. Thank you, Christina.

SPEAKER_02

Thank you to you and Jackie for having me. It's been so nice to be with you today. And gosh, we have so many shared experiences. It's it's easy. We could talk for hours.

SPEAKER_00

So we could. So, Julie, you know, with every episode of SheCommerce, we build a growing network of female leaders and advocates across the country. Will you take the pledge with us to continue amplifying women's voices, supporting modern families, and helping shape the future of commerce with empathy and inclusion at the center?

SPEAKER_01

I will 100%. Amazing. Well, I think that's all that is left is to say bold brands, fierce women, one sisterhood. Thanks, everyone. Thank you so much.