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Mosie Baby Hires Former Target Executive as Chief Growth Officer

  • 3 min read
Contact: Danielle Pearce 

Jaime Rooney joins Mosie Baby to help lead strategic growth and launch Mosie Baby into the mainstream

Austin, TX: 

Mosie Baby, the leading at-home insemination option, has hired former Target executive Jaime Rooney as its Chief Growth Officer. In this new role, Jaime will be responsible for accelerating revenue growth and increasing brand reach.

“As Mosie Baby continues on its bold growth plan, we are excited to bring on Jaime to lead our expansion across new channels,” said Maureen Brown, Mosie Baby CEO and co-founder. “Jaime’s experience across brand, retail and strategy will help Mosie Baby identify and pursue new opportunities.”

"I seized the opportunity to join Mosie Baby because I am so impressed by the brand and what it stands for," Jaime said. "Mosie Baby is radically inclusive for all types of families, it normalizes the twists and turns of fertility journeys, and it is democratizing access to insemination."

Estimates suggest 1 in 8 families struggle to conceive, and today the leading fertility options are expensive and often uncomfortable and unpleasant.

"There is a wide gulf between families that conceive easily on their own and families that want and can afford treatments like IVF," Jaime said. "I am excited and motivated to expand awareness and access to Mosie Baby products like The Mosie Kit for more families looking for a safe, easy, affordable insemination option at home.

Jaime will help Maureen and the Mosie Baby team deliver on their bold growth plan, including expanded distribution, products and services.

In this role, Jaime will leverage 15+ years of experience building and growing brands at Target and as a management consultant at Boston Consulting Group. During her time at Target, Jaime developed and managed leading private label brands including Good & Gather and up&up. While at BCG, she consulted for a number of brands across the consumer products, healthcare, and medical device industries. She also co-founded Parentaly, a coaching and training program that helps support and retain employees taking parental leave.

Liz Nordlie, a former VP at Target and at General Mills, and current member of the Board of Directors of Land O'Lakes, worked with Jaime previously. "Jaime is a rare talent – smart and strategic, but also approachable, humble and collaborative. If I were starting my own company, she’d be one of my first hires,” Liz said.

About Mosie Baby

Mosie Baby is the developer and inventor of The Mosie Kit, a groundbreaking at-home insemination kit featuring the patented Mosie syringe. Mosie is the first syringe designed specifically for at-home insemination that’s safe, simple, affordable, and clinically proven as effective as IUI for conception.

Mosie Baby is on a mission to empower people with the tools they need to grow their family on their own terms and to celebrate the many definitions of what it means to be a Mosie Family. Their vision is to democratize access to family building and eliminate stigma associated with insemination.

Mosie Baby has helped more than 65,000 people on their path to parenthood and was named Retailer of the Year by the Independent Baby Innovation Awards and is the winner of the 2021 SXSW and Austin Chamber of Commerce’s “Best Emerging Business” Award.

Connect with Mosie Baby to learn more and join them as they celebrate all families on their journey to parenthood on Instagram, Facebook, Twitter, LinkedIn, and on TikTok @mosiebaby. Learn more at