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Eve Sleep hires new CMO

Eve Sleep has appointed Cheryl Calverley as chief marketing officer. Calverley joins the online mattress retailer from The Automobile Association (The AA), where she progressed to the position of marketing director in 2017.

Prior to working at The AA, Calverley held senior marketing positions at Birds Eye Iglo and Unilever.

“With a wealth of consumer brand experience, Cheryl is a natural fit for the business and the delivery of eve’s refocused growth strategy,” said James Sturrock, CEO of Eve. “Her proven track-record in developing and managing high profile brands will be crucial to further differentiating our brand positioning, enhancing customer experience and helping to achieve our ambition of becoming Europe's leading sleep and well-being brand.”

Calverley added: “Eve is a beautiful brand with a fantastic product set and remarkable growth potential. I’m thrilled to be joining the Company at this stage in its development. Eve’s culture of challenging the traditional market offers a unique position from which to further build a powerful brand with a genuine connection to its customers and foster strong loyalty. The business has a clear sense of purpose, to improve people’s health and wellness, and the expansion of its product offering is a key part of this.”

It’s been a difficult year for Eve, with the retailer’s founder and CEO stepping down this summer after admitting strategic mistakes that led to sales falling short of expectations. The current CEO, Sturrock, joined the company in September to lead Eve’s new strategy to expand internationally and focus on core markets.

Eve’s ‘mattress in a box’ product is now being sold in UK retailer Dreams’ 193 stores.