Fridababy Team

Chelsea Hirschhorn, CEO
Chelsea Hirschhorn has been the CEO of Fridababy since 2014. Since joining the team, she has executed several key initiatives that have materially enhanced performance and positioned the company well for continued growth, including the successful expansion of the brand's product portfolio from two to ten innovative baby care solutions in under two years while maintaining the company's impressive profit margins. Chelsea has also driven significant sales and unit growth year over year across all product lines, successfully penetrated major new customer and retail channels and has expanded the company's geographic presence from 5,000 doors to over 25,000 doors across North America.   

A Miami-based mom to two boys, Hunter & Jaxson, Chelsea was recently named the "Baby-Gadget Guru" and one of the top millennial moms by Parent’s magazine alongside Chelsea Clinton, Jessica Alba, and Alicia Keys. Prior to joining Fridababy, Chelsea was a NYC-based bankruptcy attorney at Weil Gotshal & Mangesand Associate Counsel & Director of Ancillary Revenue for the Miami Marlins. She has a B.A. from Washington University in St. Louis & J.D. from the Benjamin N. Cardozo School of Law.

Alyssa Fernandez-Isla,
VP of Finance & HR
Alyssa is the Vice President of Finance at Fridababy, which she joined in spring of 2016. Before Fridababy, Alyssa co-founded a consumer packaged ‘superfoods’ company (SuperFuzion) in her hometown of Miami, FL, selling to retailers such as Whole Foods Market. Prior to launching her entrepreneurial venture, Alyssa worked in finance for a boutique Mergers & Acquisitions advisory firm in Fort Lauderdale, FL, where she serviced clients across industries (recycling, oilfield services, financial services, automotive, professional employer organizations, etc.). Alyssa is a graduate of Johnson & Johnson’s Financial Leadership Development Program, during which she worked at 3 J&J operating companies: Vistakon (Medical Devices), Consumer Products Company (Consumer), and Alza (Pharmaceuticals). Her cross-functional experiences at Johnson & Johnson include global strategic planning, serving on new product launch teams, the integration of Pfizer’s Consumer Healthcare business, the divestiture of Alza Corporation, and hedging global currency exposure. Alyssa Fernandez-Isla received an MBA from Harvard Business School, and a Bachelor of Science in Business Administration from the University of Florida, where she majored in Finance and graduated Summa Cum Laude. Alyssa held the designations of Investment Banking Limited Representative and Certified Management Accountant.

Nicole Greene,
Director of Strategy and Business Development
Nicole Greene joined Fridababy in September 2016 as the Director of Business Strategy & Development. Nicole is responsible for shaping the company’s international and channel expansion strategy and product development.  Prior to this position, Nicole worked as a growth strategy and brand development consultant working to position small and mid-market businesses to scale, drawing on her experience as a successful entrepreneur in the artisan food space.  Nicole is a graduate of the University of Chicago, where she received a BA in public policy and political science and an MA in International Relations, and of Northwestern University's Kellogg School of Management, where she earned an MBA in June 2016.

Katherine Henriques,
Director of Sales & Business Performance
Katie brings 10 years of retail experience with her to Fridababy as the Director of Business Performance and Operations where she is responsible for sales, forecasting, business performance analysis and demand planning.  Prior to joining Fridababy, Katie was a Former Senior Management Consultant at IBM in the Retail Practice and Retail Buying and Planning Associate at Bloomingdale's.  Katie has a B.A. from Wake Forest University and an M.B.A from New York University where she studied Marketing and Finance.

Andrew Roberts,
Director of Performance Analysis
Andrew joined Fridababy in August 2017 as the Director of Performance Analysis. Prior to joining Fridababy, Andrew worked in management consulting at McKinsey as a Business Analyst in their New York office. Andrew has a J.D. from Stanford Law School and a B.S. in Economics from The Wharton School at the University of Pennsylvania.