Serta Simmons Embraces Digital by Adding Tuft & Needle Executive to C-Suite

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Serta Simmons Bedding (SSB) will promote a Tuft & Needle executive to a C-level position at the parent organization to drive the retailer’s DTC efforts. Melanie Huet, Chief Marketing Officer and EVP of Marketing and Innovation at SSB, will become Chief Commercial Officer of SSB; Shelley Huff, CEO of Tuft & Needle and EVP of Direct to Consumer, will become Chief Operating Officer of SSB.

Huet has led the overall retailer’s transformation to a consumer-centric organization over the past two years. As Chief Commercial Officer, she will lead an expanded, unified team that brings together sales, marketing and innovation functions. She will work in partnership with Chief Sales Officer Derek Miller to accelerate ecommerce growth, strengthen SSB’s omnichannel approach and increase speed to market.

As Chief Operating Officer, Huff will oversee the company’s supply chain and enterprise-wide customer experience teams and will continue to lead the company’s DTC business. Under Huff’s leadership, the expanded Operations team will bolster the company’s digital-first mindset and better leverage data and technology to drive growth. 

Huet will maintain her former title of Chief Marketing Officer for SSB, continue to serve on the company’s executive leadership team, and report to SSB Chairman and CEO David Swift. SSB will further enhance its DTC focus with several other changes to its leadership structure:


  • Bob Hellyer, formerly Chief Supply Chain Officer at SSB, will take on the role of EVP of Strategic Initiatives, where he will support the Commercial team in accelerating innovation;
  • Cream Pepito was hired as SVP and Chief Technology Officer for DTC at SSB and will be responsible for leading the technology strategy for SSB’s DTC business and marketing technology; and
  • Bhavani Subramaniam has joined as SVP, Integrated Supply Chain at SSB and will handle the company’s DTC supply chain, enterprise logistics and warehousing, as well as Sales & Operational Planning.

“We are relentless in our pursuit of helping people sleep better through consumer-inspired innovation, a digital-first mindset, our commitment to exceptional service and an outstanding team who always strives to set the bar higher,” said David Swift, Chairman and CEO of SSB in a statement. “Both Melanie and Shelley have made a tremendous impact on our business in their time with the company. I look forward to partnering with them as we continue in that pursuit and accelerate our strategy for growth.”



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