Local ShoppingCasper appoints new sales, marketing executives

Casper appoints new sales, marketing executives

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Dive Brief:

  • Expanding its leadership team, mattress brand Casper appointed a chief sales officer as well as a chief growth and marketing officer, according to a company press release Tuesday. 
  • As chief sales officer, Brad Bailey will oversee Casper’s wholesale network and its retail stores, per the release.

  • Jeff Willard is responsible for marketing and product development functions in the chief growth and marketing role, and will focus on Casper’s product assortment and leveraging data-backed consumer insights.

Dive Insight:

Casper’s new executive appointments are meant to help the company optimize its operations as well as identify new growth opportunities and partnerships. 

“We are delighted to welcome Brad Bailey and Jeff Willard to our team – two tenured executives with proven leadership track records, deep experience, and brand acumen,” Emilie Arel, president and chief executive officer at Casper, said in a statement. “Their exceptional talent and expertise will be invaluable as we optimize our wholesale and retail strategy, further solidifying Casper’s position as an industry leader.”

Bailey brings over two decades of consumer durables experience with brands such as Simmons, Serta Simmons and TempurSealy. The executive most recently served as executive vice president of sales at Emery Jensen Distribution. Willard previously worked at brands such as Beautyrest, Harman Kardon and Coleman.

The latest appointments at Casper follow news in April that the brand would sell its Canadian operations to Sleep Country for $20.6 million. The Canadian retailer — which operates 290 corporate-owned stores and 20 warehouses across the country — will receive a $4.5 million marketing transition fee from Casper over the next three years as part of the deal. 

Over the last few years, Casper has enacted a variety of leadership changes. The brand went public in February 2020 only to go private again less than two years later after being acquired by private equity firm Durational Capital Management. With the switchup, co-founder Philip Krim stepped down from the CEO position and Arel succeeded him after serving as Casper’s president and chief commercial officer.

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