Childs Farm announces three key management appointments


Childs Farm, the UK’s No.1 baby and child toiletries brand has announced its 2020 leadership team, led by newly appointed CEO, Robert Bridge. 

Bridge joins the business after a 20-year career specialising in delivering marketing and digital campaigns for major brands, with management roles at John Lewis, Yahoo! (where he was responsible for marketing internationally), and most recently as the chief customer officer at The Telegraph Group. He will report into Childs Farm founder and owner, Joanna Jensen.

Bogdan Ionescu joins as CFO and Phil Durham as commercial director.  Transylvanian Bogdan has enjoyed 25 years of impressive experience working in global FMCG roles for brands including The Coca-Cola Company, Dyson, SlimFast, as well as supporting a variety of UK food and drink start-ups. 

Father of four Phil Durham is a former officer in the British Army, served for a decade which included two tours of duty in Afghanistan.  He then went on to join Sainsbury’s where he spent six years working across multiple functions before becoming head of buying for personal care.

The appointments follow that of Laura Guttfield as HR director who led Child Farm’s’ talent strategy throughout 2019. Guttfield was previously head of HR at ITN Productions.

In five short years, British SME Childs Farm has changed the baby and child category in the UK, bringing growth to a category in decline, and giving consumers safe, mild and inclusive products for all the family. In 2019 Childs Farm became the No.1 brand for kids, ahead of Global giant Johnson&Johnson.

Commenting on the appointments, Jensen says: “We’re a disruptive, challenger brand so wanted to bring in people with left-field experience as well as safe pairs of hands to complement them.

Robert brings expertise in reaching consumers through multiple channels, especially digital, and has proven success in leading businesses. This, along with his commercial acumen, has given me the confidence to step down as CEO of the business and to hand the keys to the magical tractor I’ve been loving driving for over 9 years to Robert. We’re still sharing an office; happy to say we’ve only thrown ideas at each other so far. Bogdan and Phil complete the perfect management trio to take Childs Farm to the next level.

My focus now is on doing things only I can do, and that I love the most – maintaining our excellent creativity and brand punch including new product creation, sustainability and being the Global Ambassador for the Brand.”

Bridge comments: “What Joanna has created in Childs Farm is extraordinary: the ingenuity, drive and sheer bloody-mindedness to have achieved what she and the team have done is amazing. When Joanna offered me the reins to steer this fantastic beast, I leapt at the chance.  Securing Bogdan and Phil into the team gives us the experience and muscle needed to take the business to the next level in the UK and internationally, and with Joanna in the wings, promising not to be too annoying!,  all we can say is‘Bring. It. On!’”