sleep nuMBER 2003 - 2023

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 Best-in-class physical / digital / human connected retail experiences

• Led the vision for Sleep Number's retail experience in over 2000 new and remodel projects, resulting in world-class NPS averages of over 85 and average annual sales of $3 million per store, three times the industry average. 
• Pioneered experiential retail in the mattress industry, creating innovative immersive experiences that simplified the customer journey and increased consideration and conversion. 
• Developed a modular store design that aligned capital investment to revenue potential and real estate strategies, achieving a consistent 3% cost CAGR over two decades on a $500M capital investment, consistently exceeding the less than 2-year RIOC payback goal.

To support this, built store development, planning, and merchandising as a fundamental core enterprise capability. Developed the first multi-year store experience strategy and design-to-build processes. improved productivity, consistency, and compliance by establishing nationwide store design and merchandising standards, centralized space planning and planogramming, e-learning field training, and audit programs across all stores.

As a Sleep Number brand champion, led the evolution from a traditional mattress retailer to a sleep and wellness technology leader, resulting in exponential growth and increased brand relevance in the market. Spearheaded three major strategic brand transformations that were crucial to the success of the company.

• In 2008, transformed the brand from a mattress company to a sleep leader by developing a new positioning, identity, and governance processes that ensured a consistent brand experience across all touchpoints. This transformation helped us overcome a significant downturn in company performance.

• In 2013, evolved the brand from a sleep leader to a sleep tech leader with the launch of the 360 smart bed innovation. Led an integrated multi-channel marketing strategy that accelerated brand demand through media optimization, creative campaigns, influencer integration, PR, and online and in-store experiences.

• In 2020, pivoted the brand positioning from tech leader to health and wellness leader across the full digital journey, leading activation, audience segmentation, and content strategy.

From 2013 to 2022, leveraged the International Consumer Electronics Show (CES) as a catalyst and introduction of new innovations and brand awareness. Set the vision and strategy to develop disruptive onsite activations with breakthrough immersive technology to help attendees experience the key benefits of the innovations. Led a surround sound amplification plan to connect with tech media, health media, and the broader consumer, positioning Sleep Number as the sleep innovation thought leader, resulting in an average of over 2 billion media impressions per event.

Additionally, increased brand relevance and scale as the NFL's official Sleep and Wellness Partner, being the first sleep brand to activate at the Super Bowl, NFL tent pole, and team events. Led the strategy, content, and technology development to connect with fans through immersive activations and media with a live content creation studio, resulting in an average of over 1.5 billion media impressions per event.

As a cultural change maker, spearheaded a pivotal shift in the team member experience. Partnered with HGA architects to lead the design development of a new home office, overseeing the architecture, interior design, brand communication, and program management. Within nine months, we successfully relocated 1,000 team members from the suburbs to a new 250K sq ft downtown Minneapolis urban location while meeting a $30M budget.

To develop new revenue channels for the company, launched a multi-use “pop-up” experience and an end-to-end event management program that was leveraged at over 35K events, including home shows, fairs, festivals, and local events. Through integrated lead management, show services, and experiential technology, we were able to drive over 1 million leads and over $300M in revenue over a 10-year span.

Additionally, led the creative, content development, and merchandising strategy for a direct mail catalog program that drove insider repeat and referral business, resulting in a 36% increase in revenue, or $33M, in the first year alone. The program continued to generate an average of 7% revenue growth, or $5M, annually for the following 10 years.

2020 - 2023:  Vice President Connected Brand Experience            

2018 - 2020:  Vice President Brand Experience                                      

2013 - 2018: Senior Director Retail & Brand Experience              

2006 - 2103:  Director Visual Merchandising & Store Design  

2003 - 2006:  Senior Manager Visual Merchandising