Chief Executive Officer, Eve Sleep
In 2019 Cheryl made the leap from breakdowns to beds as she moved from the Automobile Association (The AA) to become the CMO for eve sleep, the European sleep wellness brand. Having joined The AA as head of Group Marketing in 2015 to learn about direct to consumer marketing, she became Marketing Director there in 2017, spawning a really quite remarkable (and IPA Gold winning) singing baby along the way. Her early career was in FMCG, where she coaxed, corralled and challenged a range of ‘love or hate’ brands at Unilever, such as Marmite, Pot Noodle, Peperami and Axe (Lynx for the Brits amongst us) to growth, before heading over to the exciting world of frozen foods with Birdseye Iglo group. No, really, she did find the annual pea harvest quite exciting….
She holds a First Class (hons) BSc in Psychology from the University of London (Goldsmiths), spent a bit of time at INSEAD, and has a side obsession in all things neuroscience and effectiveness.