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Waterful Appoints Fiona Rawlinson As New Head of Marketing

By Maev Martin
Waterful Appoints Fiona Rawlinson As New Head of Marketing

Waterful plastic-free baby wipes, recently announced the appointment of its new head of marketing, Fiona Rawlinson.

Cork-born Rawlinson, who has more than 20 years of marketing experience in both Europe and the US, joins the new innovative Irish company to accelerate the expanding reach of their groundbreaking, plastic-free baby wipes.

As head of marketing, Rawlinson will manage all global marketing functions including strategic planning, brand, positioning, as well as increasing awareness of Waterful as a new 'cutting edge' provider of plastic-free and chemical-free baby wipes globally.

Tom Doyle, founder of Waterful, said that following a period of impressive growth since he founded the company in 2020, Waterful is now looking to accelerate this growth and scale up the business appropriately.

"With the addition of Fiona [Rawlinson] to our senior leadership team, we continue to develop the firepower to help build awareness of an alternative babywipe that is not just completely safe for a baby’s skin, but is 100% plastic free," he said.


"Our wipes contain just two simple ingredients plus water, naturally disintegrating within days versus a catastrophic 100 years that many baby wipes take to break down.”

'Increasingly Eco-Savvy'

Waterful is already available at Tesco nationwide and has recently begun appearing on shelves in Canada, the US and Scandinavia.

Not only are Waterful Wipes biodegradeable, completely disintegrating within days, they are the only flushable wipe available in the category, the company said.

Waterful wipes are made from natural cellulose plant fibres, making them softer and kinder to delicate skin and are up to 33% larger than other baby wipes, it added.


Ms Rawlinson said, “Consumers have become increasingly eco-savvy and environmentally conscious. People are listening and taking action. There is an underlying concern for our kids and successors and an increasing desire to provide a future where both people and planet thrive.

"Wipes have significantly contributed to the ubiquituous eco-guilt, so the launch of Waterful plastic-free wipes couldn’t have come at a better time. I’m excited to be part of this significant shift in the category driven by this avant garde company," she added.

Prior to joining Waterful, Rawlinson has held senior marketing positions at several consumer Companies in Ireland & Europe, including setting up First100 Inc leadership consultancy in New York. She has a degree in Marketing from University College Cork.

© 2021 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. For more a brands news click here. Click sign up to subscribe to Checkout.

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