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Sleep wellness brand Eve Sleep has announced CEO, James Sturrock, has informed the board of his intention to step down from his role with chief marketing officer Cheryl Calverley being promoted.
Effective from 12 May 2020, Sturrock is stepping down from the position to take-up a new external role, but will remain on the board of the company as a non-executive director.
Calverley joined Eve Sleep in December 2018 as CMO. Since joining the company she has relaunched the brand and reset the marketing strategy, achieving significant improvements in both brand awareness and marketing efficiency from the latest campaigns.
She has over 15 years experience in marketing and building brands, working with leading consumer facing companies including Unilever, Birds Eye Iglo and most recently The AA, where she held the position of marketing director.
Paul Pindar, chairman of Eve Sleep said: “On behalf of the board I would like to thank James for his leadership through a difficult period for Eve. The business has been reset and the benefits of the rebuild strategy are increasingly evident.
“Our full year results in March showed that Eve had been profitable at the operating level, pre-central overheads, for the last six months to end February 2020, with costs and cash burn greatly reduced and further substantial improvements expected in the current year.”
He added: “ I have every confidence that Cheryl will lead Eve to profitability, securing our sustainable future as the go-to sleep wellness brand.”
Calverley concluded: “Eve has a big future. We have built a differentiated position in the sleep wellness market, focused on premium, award winning products wrapped in an increasingly powerful and emotionally impactful brand and we will continue to lead and innovate in the category.
“Eve has a proven management team, a clear strategy and a strong cash balance to take the business into profitability and deliver value for all stakeholders. The opportunity to look after this incredible team of people and support them in achieving our success is an absolute privilege.”
