Sleep Specialist
As the functional bedding product manager, I led a strategic repositioning and rebrand of the category leading to a more cohesive and contemporary direction which would have a stronger appeal to a younger, style-conscious customer. The new direction balanced practicality with a contemporary aesthetic, elevating everyday essentials into considered, desirable pieces.
Key responsibilities included:
Defining the new brand guideline
Conducting in-depth market and trend research
Oversee packaging briefing and sign off
Leading photography direction
Management of suppliers and costings
