Hasta La Creative!

As the new chief marketing officer and senior VP-marketing and customer experience at Mattress Firm, the largest mattress seller in the country, Sicily Dickenson is tasked with attracting potential customers to the Houston-based chain’s 3,600 stores. She’s also battling it out with a host of new industry disruptors, like Casper and Leesa, which sell bed-in-a-box foam wares. To modernize the 31-year-old retailer, Ms. Dickenson plans to reinvigorate the Mattress Firm shopping experience and will tap a new brand agency to do it.

Ad Age: What’s first on your agenda?

Sicily Dickenson: I’ll be trying to understand the wants and needs of consumer shopping expectations. Better sleep is becoming more and more of interest to consumers. We spend nearly a third of our life asleep, and performancewhether you’re an athlete, a business person, or a teacheris related to how you’re sleeping. We’re trying to connect Mattress Firm to that. We’re working on a brand strategy that pulls all the great attributes that we already have and looks for the white space that no one is owning in the category.

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