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‘Keep your big wheels turnin’: Eve recruits Calverley to marketing role

Mattress in a box retailer Eve Sleep has recruited its new marketing boss, from the AA.

Cheryl Calverley has joined as chief marketing officer after three years at the car breakdown and insurance company.

Before to that, she held a number of senior marketing positions for six years at Birds Eye Iglo and was previously marketing manager at Unilever for seven years.

‘Cheryl is a natural fit for the business and the delivery of Eve’s refocused growth strategy. 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,’ said James Sturrock, Eve ceo.

‘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,’ said Calverley.

Last month Sturrock said the hiring of a new marketing boss ‘will be targeted at building a strategy that optimises marketing effectiveness. This will be achieved with a lower investment level, concentrating on partnerships, PR and digital marketing, as well as building repeat orders, whilst continuing to build awareness and competitive differentiation.’

Earlier this month the company said it had yet to succeed in its effort to raise £15m from shareholders, having secured support for £10.1m of new funds. Shareholders will not be sent details of the plan until the first quarter of 2019.

The company said it had £6.5m of cash at the end of November and expected sales to be higher that market expectations after a ‘very good Black Friday period.’

At the time of writing Eve’s stock market valuation was £14.49m.