As part of our Brand121 series, Creativebrief CEO Charlie Carpenter is joined by eve sleep CEO Cheryl Calverley.

This interview is a part of our ongoing Brand121 interview series, aiming at getting a sense for how brands are feeling and responding at the moment. Owing to the coronavirus outbreak, the advertising and communications industry is fighting its way back on the road to recovery, and by sharing the insights of leading brand CMOs, we hope together the industry is able to get a sense of what's to come and how we might navigate it together. 

This coincides with our latest survey on brand attitudes to pitching and the role for agencies in the current climate. A survey we did with 50 senior brand marketers to gauge sentiment and a feel for outlook in the months ahead. 

Cheryl recently became the CEO of European sleep wellness brand, eve sleep, having been the CMO there since December 2018. She’d made the leap to beds from breakdowns as she moved from her previous role as Marketing director of the Automobile Association (The AA), where she lead a brand revitalisation and spawning a really quite remarkable singing baby along the way, which earned the business a gold IPA for its marketing efforts. Her early career was in FMCG, where she coaxed, corralled and challenged a range of British ‘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!