Duroflex

Leading technology, digital and data strategy for Duroflex across retail, distribution, manufacturing and D2C/e-commerce. • Driving omnichannel implementation to unify phygital retail, distributor networks and D2C/e-commerce journeys, improving customer experience and operational visibility. • Leading transformative ERP programs and E2E product tracing to strengthen supply chain control, traceability and compliance. • Architecting and implementing a modern data platform, overhauling data architecture, governance and analytics to enable self-service insights and faster decision-making. • Building a customer data platform (CDP) and retention engine to orchestrate personalized engagement and increase repeat purchase and customer lifetime value. • Implementing and integrating the e-commerce website stack and full MarTech ecosystem (campaign management, automation, attribution, experimentation). • Rolling out new-age distribution technology and AI-driven use cases to enhance sales effectiveness and network efficiency. • Owning IT strategy, governance, vendor partnerships and budgeting to balance innovation, reliability, security and cost.

Leading the marketing and growth mandate for Duroflex Group across Duroflex and Sleepyhead, with responsibility for brand strategy, P&L-linked growth, consumer experience, portfolio direction, PR, retail, D2C, CRM, content and marketing transformation. My role is to shape brand leadership, demand generation and business growth in a fast-evolving sleep, comfort and home solutions market. This involves defining market strategy, strengthening brand distinctiveness, identifying consumer and category opportunities, and translating marketing choices into commercial outcomes. At Duroflex, I led the shift from a mattress-led brand to a broader sleep, comfort and recovery solutions company through “Designed to De-Stress”. This connects the brand to a deeper consumer need: restoration in a world where stress is constant. I also led the first major brand identity refresh in Duroflex’s history, creating a contemporary visual world, tone of voice, retail expression and consumer experience while retaining legacy trust. Across Duroflex and Sleepyhead, I work on portfolio architecture, premiumisation and sharper consumer propositions across retail, D2C and marketplaces. A key part of the mandate is building an omnichannel growth engine across company-owned stores, dealer networks, D2C, marketplaces, assisted sales, CRM, retention, performance marketing and content. I also lead the NPD portfolio agenda, connecting consumer insight, product innovation, channel strategy and PR narratives, including launch and positioning of Airboost, Duroflex’s proprietary sleep technology platform. The role requires ownership, P&L orientation, cross-functional integration and executive influence across sales, retail, product, NPD, quality, finance and leadership teams.