In this episode, Paul chats to Cheryl Calverley, who last year was promoted from CMO at EveSleep to CEO (whilst retaining the CMO position). Cheryl has a strong background in business transformation having spent more than 15 years in marketing roles in companies like Unilever and AA and shares how her board level roles at the AA and EveSleep meant she was well versed in commercial, preparing her well for the elevation to CEO. Cheryl articulates beautifully how no business is entirely driven by one factor but are instead complex ecosystems, and why it is key to look at the whole mix and the intricacies of the market and the consumer and how they interact. Cheryl candidly shares how EveSleep came to a cross roads with more competition which led to marketing spend being paused and a questioning of everything from product to price and customer experience . She also tells listeners how competition is healthy in order to grow a new category and why it is better to be second in market. Lastly, the CEO of EveSleep shares why data is a huge differentiator in identifying where to be more effective, not just efficient. Lastly, as she looks forward, Cheryl tell us how experiential ecommerce and content marketing will increasingly come in to play as Eve Sleep looks to broaden in to a wellness brand.