Cheryl started her career in 2003 with Unilever, with the privilege of working on some of the UK’s most interesting brands; from Marmite to Pot Noodle, before a global remit with Axe (Lynx). From there she took up the mantle of making Birdseye peas the most loved vegetable in the country & Birdseye teatimes the heart of family life.
After 12 years in FMCG she developed a fear that she would be forever fighting with Tesco over end space (and a dawning realisation that there was more to marketing than FMCG) so took the leap to insurance and financial services with a move to the AA, spawning a quite remarkable (IPA awarded) singing baby on her journey to transforming the AA brand and culture as Marketing Director. In 2018 she moved from breakdowns to beds, abandoning the safety of big, historic corporations for the jumped-up scale-up sleep brand, eve sleep. She became CEO in May 2020, with a pandemic, unprecedented levels of inflation and economic instability thoroughly blooding her leadership brow.
Unfortunately the tsunami of market conditions wasn’t kind to large ticket, discretionary items, and eve sleep entered administration in October 2022 before being bought by Benson’s for Beds. Never one to shy from an adrenaline filled ride (or a packed diary), Cheryl’s now developing a start-up, whilst training as an executive coach and taking on a number of consultancy and advisory roles.
