Mattress Firm Forms Brand Development Team

Furniture World Magazine

Mattress Firm, one of the nation’s leading specialty mattress retailers, announced the formation of its brand development team, which will be tasked with focusing a concerted effort on corporate branding for the fast growing company. The newly hired first members of the team include Diane Peterman, Director of Brand Development and Scott Sensky, Director of Customer Relationship Marketing. In her new role, Peterman’s primary responsibilities will be to oversee Mattress Firm’s brand building and concept positioning initiatives while establishing key strategic alliances to continue to position the Company as a category leader. Sensky will direct the company’s in-store brand development efforts and internet strategy. “As we continue to grow and expand into new markets across the country, it’s critical that the Mattress Firm brand is consistently represented across the entire organization,” said Bill Dandy, Executive Vice President Branding for Mattress Firm. “With the formation of this team and the addition of Scott and Diane, we have put into place a unique blend of classical and retail marketing branding and advertising expertise that will be integral in our efforts to articulating our brand and building the strategies in each of the business areas to deliver our brand promise.” Peterman comes to Mattress Firm with more than 15 years experience in marketing, advertising and corporate branding. In her most recent position, Peterman served as Director of Brand Communications for Eastman Kodak, where she was responsible for integrating marketing initiatives, launching new products and developing merchandising programs for the company’s consumer products. Peterman was instrumental in launching and ensuring the success of Kodak’s portfolio of media products in the United States. Additionally, Peterman held the position of Director of Marketing Communications within the Eastman Kodak company, where she forged relationships with corporate partners such as Disney, Universal and the US Olympics. Scott brings 15 years of retail experience in specialty and department store marketing and advertising. His background includes most recently serving at Goody’s in the role of Director of Marketing Planning for the $1.2 billion regional discount department store chain. Scott’s primary responsibilities included significant involvement in research and repositioning strategy development for Goody’s. He also facilitated key cross-functional planning to ensure alignment of brand positioning efforts. Prior to Goody’s, Scott served in a variety of marketing roles, including Director of Specialty Markets for Famous Footwear, a 1,000 store national specialty retail chain. About Mattress Firm Houston-based Mattress Firm (www.mattressfirm.com) is America’s preferred specialty mattress company and the nation’s largest specialty retailer of top-of-the-line Sealy products. Founded in 1986, Mattress Firm’s knowledgeable sales staff, broad product offering and competitive prices have fueled the company’s growth to more than 350 stores in 33 markets.