Casper Sleep is shoring up its sales, product and marketing strategy with two new C-suite additions.
The company has appointed Brad Bailey as chief sales officer. He will oversee the retail and wholesale functions for both Casper’s owned retail stores and partners.
Most recently, Bailey served as VP of sales at Emery Jensen Distribution. Prior to that, he was sales director at Tempur Sealy International.
Bailey also served as executive VP of sales and marketing at VIP Cinema Seating, and as executive VP of sales at Serta Simmons Bedding.
In addition, Casper named Jeff Willard as chief growth and marketing officer. He will oversee all marketing and product development functions, driving the company’s product assortment and leveraging data-backed consumer insights to further the brand.
Most recently, Willard served as president of boutique health & wellness lifestyle brand and business incubator Healthy Lifestyle Brands. Prior to that, he was CEO of Zac Brown Collective, and executive VP of marketing at Simmons Bedding Company.
“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,” said Emilie Arel, president and CEO at Casper. “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.”
Casper, which launched online in 2014 and was acquired by Durational Capital Management in 2022, pioneered the mattress-in-a-box concept and is credited with helping to reenergize the mattress category. The company has expanded its offerings beyond mattresses in recent years to include pillows, bedding, furniture and more.