BiB Health
BiB Health

Breastfeeding Re-imagined

Breastfeeding Re-imaginedBreastfeeding Re-imaginedBreastfeeding Re-imagined

At bib our mission is to improve and extend breastfeeding using human centered technology to improve outcomes.

Breastfeeding Re-imagined

Breastfeeding Re-imaginedBreastfeeding Re-imaginedBreastfeeding Re-imagined

At bib our mission is to improve and extend breastfeeding using human centered technology to improve outcomes.

About bib Health

Meet bib

A new company dedicated to all things breastfeeding. At bib we believe every family should have a positive breastfeeding experience. But the reality is that breastfeeding can be complicated and filled with challenges. In fact only 25%  of US babies are exclusively breastfed for 6 months. 

Our Mission

At bib our mission is to improve and extend breastfeeding.  We believe information builds confidence among breastfeeding parents. Our new technology will enable and empower parents and improve breastfeeding outcomes

Our Product

We are busy developing, testing and refining our new technology.  We are working with an experienced team of product developers and researchers to create a tool that will help new parents build confidence and succeed at breastfeeding their infants.

Our Team

Paul Gordon, founder

Ryan Lindsley, founder

Susan Rappin, founder

Paul Gordon is an ad man by background and spent his formative years working on international ad campaigns for global brands such as Mars, Heinz, Nestle and Unilever. 


He then founded his own marketing agency which he sold, and on completion of his earn-out, joined an international software agency as COO running programs for multiple OEMs.

Paul Gordon is an ad man by background and spent his formative years working on international ad campaigns for global brands such as Mars, Heinz, Nestle and Unilever. 


He then founded his own marketing agency which he sold, and on completion of his earn-out, joined an international software agency as COO running programs for multiple OEMs. 


In 2019, Paul joined 11 Health, a healthcare technology start-up as Chief Sales & Marketing Officer in the UK and then subsequently, California, where he lived for 2 years. The business was sold in 2021 at which point Paul moved back to the UK. 


Paul’s role with bib is to support on brand positioning, communications and go to market strategy. 


Outside work, Paul is a keen sports fan and father of 3 grown up sons.

Susan Rappin, founder

Ryan Lindsley, founder

Susan Rappin, founder

Susan Rappin is a career CPG and Medical Device product manager and marketer.  She has spent the last two decades working in the infant feeding space  for leading breast pump brands Medela and Ameda.  


During her tenure as a Global VP of Marketing she drove rapid category growth through insight led product development and brand building ef

Susan Rappin is a career CPG and Medical Device product manager and marketer.  She has spent the last two decades working in the infant feeding space  for leading breast pump brands Medela and Ameda.  


During her tenure as a Global VP of Marketing she drove rapid category growth through insight led product development and brand building efforts.   


Having juggled full time work, travel  and motherhood for her three children, she understands first hand the complexity of life for a new breastfeeding mom.


Susan received her BA from Union College and MBA from Babson College. 

Steve Berry, founder

Ryan Lindsley, founder

Ryan Lindsley, founder

Steve Berry is a CPG executive specializing in retail and e-commerce strategy, management and execution. His 40 year career extends across all retail classes of trade.  Steve spent the past 15 years in the Baby sector working at Medela where he managed eComm as well as National Accounts such as Target, Walmart and Buy Buy Baby.  

Steve g

Steve Berry is a CPG executive specializing in retail and e-commerce strategy, management and execution. His 40 year career extends across all retail classes of trade.  Steve spent the past 15 years in the Baby sector working at Medela where he managed eComm as well as National Accounts such as Target, Walmart and Buy Buy Baby.  

Steve graduated from the University of Notre Dame with a Bachelor of Business Administration degree. 

Ryan Lindsley, founder

Ryan Lindsley, founder

Ryan Lindsley, founder

Ryan Lindsley is a Marketing and Digital Product executive who has led product and business transformations for global brands both in leadership roles and as a consultant.


Ryan is currently Vice President, Marketing and Digital Strategy at Kum & Go stores, a 400+ store convenience retailer where he has led brand, digital and customer exper

Ryan Lindsley is a Marketing and Digital Product executive who has led product and business transformations for global brands both in leadership roles and as a consultant.


Ryan is currently Vice President, Marketing and Digital Strategy at Kum & Go stores, a 400+ store convenience retailer where he has led brand, digital and customer experience transformation for the brand. 


Prior to his time in retail, Ryan was with Medela where he led Digital Business for the Americas and sat on the global leadership team. He led the evolution of the digital customer experience including e-commerce, connected product and introduction of the largest customer acquisition and retention program in the in the breastfeeding space at that time.


Before Ryan held leadership roles within brands, he spent nine years in consulting primarily focused on digital transformation in automotive, retail, fashion and industrial clients most recently with Accenture.


Ryan has a B.B.A in Finance from the University of Iowa. Outside of work he is married and the proud father of two children.

Dan Yrigoyen, advisor

Dr. Ervin Sejdić, advisor

Dr. Ervin Sejdić, advisor

Dan Yrigoyen has a diverse and extensive work experience in sales and marketing roles. Dan is currently Vice President, Ostomy Care, North America with Convatec. Prior to this, Dan held multiple leadership roles in the healthcare space including SVP of Sales and Marketing for Arch Therapeutics and before that he served as the Vice Preside

Dan Yrigoyen has a diverse and extensive work experience in sales and marketing roles. Dan is currently Vice President, Ostomy Care, North America with Convatec. Prior to this, Dan held multiple leadership roles in the healthcare space including SVP of Sales and Marketing for Arch Therapeutics and before that he served as the Vice President of Sales & Channel Distribution at Medela, where they played a crucial role in driving growth and development for the company's healthcare channels. 


Dan also worked at Hollister, Incorporated for many years, holding positions such as Director of Commercial Excellence, General Manager of Ostomy Care, and Director of Sales in various divisions. In these roles, Dan demonstrated his strategic leadership abilities and successfully implemented growth strategies while fostering strong customer relationships.


Dan has a M.B.A. from University of Northwestern's Kellogg  School of Management. 

Dr. Ervin Sejdić, advisor

Dr. Ervin Sejdić, advisor

Dr. Ervin Sejdić, advisor

Prof. Ervin Sejdić received B.E.Sc. and Ph.D. degrees in electrical engineering from the University of Western Ontario, London, Ontario, Canada, in 2002 and 2008, respectively. From 2008 to 2010, he was a postdoctoral fellow at the University of Toronto with a cross-appointment at Bloorview Kids Rehab, Canada's largest children's rehabili

Prof. Ervin Sejdić received B.E.Sc. and Ph.D. degrees in electrical engineering from the University of Western Ontario, London, Ontario, Canada, in 2002 and 2008, respectively. From 2008 to 2010, he was a postdoctoral fellow at the University of Toronto with a cross-appointment at Bloorview Kids Rehab, Canada's largest children's rehabilitation teaching hospital. From 2010 until 2011, he was a research fellow at Harvard Medical School with a cross-appointment at Beth Israel Deaconess Medical Center. In 2011, Prof. Sejdić joined the Department of Electrical and Computer Engineering at the University of Pittsburgh (Pittsburgh, PA, USA) as a tenure-track Assistant Professor. In 2017, he was promoted to a tenured Associate Professor. He also holds secondary appointments in the Department of Bioengineering (Swanson School of Engineering), the Department of Biomedical Informatics (School of Medicine), and the Intelligent Systems Program (School of Computing and Information) at the University of Pittsburgh. In 2021, he joined the University of Toronto as a faculty member. He is also the Research Chair in Artificial Intelligence for Health Outcomes at North York General Hospital in Toronto.


Prof. Sejdić is a senior member of IEEE, and a recipient of many awards. As a graduate student, he was awarded two prestigious awards from the Natural Sciences and Engineering Research Council of Canada. In 2010, he received the Melvin First Young Investigator's Award from the Institute for Aging Research at Hebrew Senior Life in Boston, MA, USA. In February 2016, President Obama named Prof. Sejdić as a recipient of the Presidential Early Career Award for Scientists and Engineers, the highest honor bestowed by the United States Government on science and engineering professionals in the early stages of their independent research careers. In 2017, Prof. Sejdić was awarded the National Science Foundation CAREER Award, which is the National Science Foundation's most prestigious award in support of career-development activities of those scholars who most effectively integrate research and education within the context of the mission of their organization. In 2018, he was awarded the Chancellor’s Distinguished Research Award at the University of Pittsburgh.


From his earliest exposure to research, he has been eager to contribute to the advancement of scientific knowledge through carefully executed experiments and ground-breaking published work. For his strong contributions, Prof. Sejdic was named the editor-in-chief of Biomedical Engineering Online, an area editor of the IEEE Signal Processing Magazine, the highest rated journal in the field of signal processing, and an associate editor of Digital Signal Processing and IEEE Transactions on Biomedical Engineering. Prof. Sejdić's passion for discovery and innovation drives his constant endeavors to connect advances in engineering to society's most challenging problems. Hence, his research interests include biomedical signal processing, gait analysis, swallowing difficulties, advanced information systems in medicine, rehabilitation engineering, assistive technologies and anticipatory medical devices.


Ervin is also committed to excellence in education and has always strived to guide and motivate students to fully understand the fundamental principles of applied sciences. He also pay considerable attention to providing students with a learning environment that stimulates collaborative discussions.

Holly Berry, advisor

Dr. Ervin Sejdić, advisor

Holly Berry, advisor

Holly Berry is a health sciences and human resources professional currently serving in an executive role with SOLVD Health, a biotech and life sciences firm and as Chief Human Resources Officer at United Community.  Holly earned a Bachelor of Science in Nursing from Clemson University, where she graduated Summa Cum Laude.  She also holds 

Holly Berry is a health sciences and human resources professional currently serving in an executive role with SOLVD Health, a biotech and life sciences firm and as Chief Human Resources Officer at United Community.  Holly earned a Bachelor of Science in Nursing from Clemson University, where she graduated Summa Cum Laude.  She also holds a Master of Business Administration from Webster University.  In addition, Holly earned a certification in U.S. Health Policy from Harvard University.  As a Registered Nurse, she has served in advisory board positions with the American Cancer Society and North Carolina Business Group on Health.  She currently volunteers with Habitat for Humanity, Legacy Early College, and Greenville Youth Chorale.

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