What does authentic leadership really look like? For Jeanelle Teves, Chief Commercial Officer of Bugaboo North America, it started with answering phones at her parents’ dental office as a child and evolved into leading one of the most trusted parenting brands in the world. Her story is a powerful case study in how early values, personal growth, and purpose-driven leadership can shape a career—and a company’s culture. Teves shows that true leadership isn’t just about business strategy; it’s about leading with empathy, clarity, and consistency.
How Authentic Leadership Starts With “Why Not Me?”
Growing up, Jeanelle’s parents instilled in her the belief that anything was possible if you were willing to try. That “why not you?” mindset became her compass as she pursued a global education, launched her career in Europe, and rose through the ranks at Nike before landing at Bugaboo. Her decision to leave a thriving career at a global brand for a purpose-aligned role at Bugaboo was fueled by a desire to blend personal experience with professional impact. As a new mom herself, she understood exactly what parents need—making her the perfect person to help grow a brand built around solving problems for families.
Leadership That Balances Precision and Purpose
As CCO, Jeanelle doesn’t just focus on product launches or sales targets—she brings a deeply human approach to innovation. From the modular design of the Bugaboo Kangaroo to eco-conscious choices like the Fox 5 Renew stroller, her team is pushing boundaries in engineering while staying rooted in real parental needs. She emphasizes that premium design isn't about status—it's about long-term durability and thoughtful solutions. Her leadership shines in her ability to connect technical excellence with emotional relevance, which is at the heart of authentic leadership today.
The Inner Work of Authentic Leadership
Jeanelle’s 5 a.m. routine includes a personal “3-3-3” check-in: three wins, three gratitudes, and three priorities. It’s a small ritual with a big impact, keeping her centered and emotionally available as a leader. She also carries a gratitude list on her phone, which she revisits during difficult times. “When I’m feeling low, I read it—and suddenly I feel like I have the wind at my back.” Her approach isn’t performative; it’s rooted in emotional intelligence, vulnerability, and consistency—hallmarks of leaders who are trusted, respected, and followed.
Authentic Leadership Is About People, Not Just Products
Under Jeanelle’s leadership, Bugaboo has expanded not just in market share but in values. The company now offers extended maternity leave and flexible return-to-work options—proof that leadership extends beyond the boardroom. Her career advice? Build consistent habits, invest in relationships, and be known for reliability. “Being consistently good will take you further than being occasionally great.” In an age where leadership credibility is under constant scrutiny, Jeanelle Teves models what it means to lead with integrity, resilience, and heart.
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