Brand Marketing Lead, First response

Amala Ifediora is the Brand Marketing Lead for FIRST RESPONSE™ at Church & Dwight Co., Inc. Since joining the brand in January 2024, she has led a comprehensive refresh that has driven share growth for the first time in five years. Under her leadership, First Response has earned top industry accolades, including Best Overall Pregnancy Test 2024 and Best Pregnancy Test for Early Testing 2025 from The Bump, as well as Best At-Home Pregnancy Test 2025 by The New York Times Wirecutter.

With almost ten years of experience in the consumer packaged goods industry, Amala has held key roles across leading brands including Arm & Hammer™, vitafusion™, Listerine®, and First Response™. She also spearheaded the development and launch of Earth & Eden™ Diapers and Baby Wipes, successfully building the Amazon-exclusive brand from inception to market.

Amala holds a Bachelor of Science in Marketing & Entrepreneurship and an MBA from Drexel University’s LeBow College of Business. She is recognized for her strategic, solution-oriented leadership style and her belief that professional excellence must be grounded in character and integrity.

Find First Response on Instagram @FirstResponsePregnancy