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. In mid 2020 Cheryl was promoted to CEO.
Having joined The AA as head of Group Marketing in 2015 to learn about direct to consumer marketing, she progressed to Marketing Director in 2017, spawning a really quite remarkable 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’s been lucky enough to make the campaign power 100 list a couple of times, and has also acquired a gold IPA and a silver Effie award on her travels. When she’s not grappling with selling beds she spends some time supporting other scale up and growth businesses in a consultancy capacity and sits on the advisory board for the Effies and Media 360.
She holds a first class (hons) BSc in Psychology from the University of London (Goldsmiths).
Oh and this image? It was taken by Rankin. Very cool. But I’m nowhere near as cool as this in real life, and when I showed my mum, her first reaction was ‘couldn’t you have looked a bit pretty?’. So you know. Feet on the ground and all that.