Marketing an App Like a Pro: Lessons from Pampers’ Smart Sleep Coach Co-Founder Mandy Treeby

Apr 16

Listen to the episode here: 👉 https://youtu.be/NYK8bSJpLks?feature=shared

What do you do when your product is digital, your audience is exhausted, and the competition is loud? In this episode, I sit down with Mandy Treeby, marketing executive and co-founder of the Smart Sleep Coach by Pampers™, to talk all things app marketing, brand trust, and parenting in the age of social media.

Mandy brings 20+ years of experience working at P&G and leading major campaigns—from Super Bowl ads to baby sleep apps. We dive into how she built Smart Sleep Coach into a beloved resource for parents, how social media has replaced traditional TV, and the surprising way your favorite creators are shaping the future of marketing.

This one is packed with perspective for creators, founders, and moms alike.

Inside This Episode, We Discuss:

The real challenges of marketing an app without a physical product
Why social media is the new grassroots movement (and what that means for your content)
Platform-specific insights: Instagram, TikTok, YouTube Shorts, and more
The future of creator-led campaigns and influencer compensation
Mandy’s take on “celebrity” vs. relatable influencers—and how each fits into a brand strategy
What most businesses get wrong about content length and storytelling
Why parenting trends spread globally faster than ever before (hello, Skibidi Toilet)
How production value and storytelling are becoming the new must-haves for brand content

About Mandy Treeby:

Mandy Treeby is the co-founder of the Smart Sleep Coach by Pampers™ and a longtime marketer at Procter & Gamble. After hearing countless parents talk about their baby sleep struggles, she helped create a solution rooted in confidence, education, and accessibility. Mandy is a mom of two with a fierce passion for helping families sleep better and thrive. Her decades of experience span Super Bowl spots, app launches, and influencer marketing campaigns that scale.

Mandy’s Story:

After years at the helm of global marketing efforts for household brands, Mandy noticed a pattern: parents weren’t just looking for better diapers—they were desperate for sleep. With a small team and big vision, she co-created Smart Sleep Coach, a powerful app designed to make expert-backed sleep coaching available to everyone.

From testing strategy across Instagram and TikTok to making the brand “look dressed for the job,” Mandy shares how marketing an app isn’t about flash—it’s about trust, consistency, and real-life transformation.

Lessons for Entrepreneurs & Creators:

Relatable > Perfect: Mandy reminds us that brand trust starts with feeling real—not flashy.
Grassroots wins: Social isn’t about mass scale anymore—it’s about building relationships, one post at a time.
App marketing ≠ product marketing: If you can’t show the thing, you have to show the impact.
Production quality is now a differentiator: Social media is the new TV—and binge-worthy storytelling is the new marketing.
Creators shape perception: Micro and mid-tier influencers are becoming more powerful than ever, but the space needs more regulation and equity.
Trends are global now: Your audience might be in Ohio or Singapore, but the memes are the same. Use that to your advantage.

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💡 Resources

Connect with Mandy Treeby: Mandy Treeby

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