Serta Simmons Bedding names Dominick Azevedo chief sales officer

Serta Simmons Bedding has named Dominick Azevedo chief sales officer.

He fills a position previously handled by Derek Miller, who is moving into a new role on the sales team leading key national accounts and reporting to Azevedo.

As part of the executive leadership team, Azevedo will lead the sales functions for the company, reporting to Shelley Huff, chief executive officer.

He has more than 30 years of bedding marketing, merchandise and sales experience and was most recently vice president, merchandising and new business development at City Mattress, a regional mattress retailer serving Florida and New York. Before this, he held senior leadership positions at E.S. Kluft & Company and Advanced Sleep Concepts. Earlier in his career he also spent more than 10 years at Simmons Bedding Company where he also served as executive vice president, sales.

“We are continuing to advance our strategic initiatives which include delivering commercial excellence,” Huff said. “Over the past 18 months, we have strengthened our retail partnerships to drive greater impact of our trusted brands at retail. Dom’s industry expertise and proven track record in both merchandising and generating sales growth will enable us to accelerate these efforts and further enhance our leadership position in the market.”

Azevedo said he is pleased to begin this next phase of his career in the bedding industry.

“The brands in SSB’s portfolio have a deep heritage in delivering industry-leading sleep solutions for consumers,” he said. “I look forward to partnering with Shelley and the sales team to extend the reach of these brands. We will move with agility and execute decisive and data-driven strategies to grow our, and our retail partners’, businesses.”

Of Miller, Huff added, “I’d like to recognize Derek for his leadership over the sales organization for the past four years, and his commitment to the company for the past 25 years. He will continue to play an important role at SSB as we position the company for the future.”

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