Keeping it real
Colleen Padilla, MBA ’03: Founder and CEO, ClassyMommy.com
Padilla, whose mom-next-door approachability belies her obvious
superpowers (on top of singlehandedly running the Web site, she’s a full-time mom to her two young children,), talks about “word of
mom” — shorthand for the instant rapport and credibility that springs
up among mothers. “Moms trust other moms,” she says simply.
Padilla conceived of ClassyMommy.com in 2006 while on maternity
leave with her first child, and started out reviewing products for
moms and babies to help moms navigate the overwhelming universe
of offerings. She enlisted her husband to design the site.
Padilla has kept her brand evolving to stay ahead of the socialmedia groundswell, constantly adding new site features (photos of celebrities with their baby strollers, for one), and becoming a spokesperson for corporations such as Energizer. She is also editor of the product review section of Lifetime network’s new Web site for moms.
Marveling at marketers’ inventiveness in engaging moms, Padilla cited a Tide-sponsored fashion show during Fashion Week in New York that included Padilla on the catwalk beside professional models. “I have a whole post about the experience — and of course Tide is in there,” says Padilla.