Amber Minson Takes Over Sleep Number's Marketing: A Strategic Shift Toward Efficiency-Driven Growth

Sleep Number just made a significant leadership move that signals a clear pivot in how the mattress and sleep wellness company plans to engage customers. The company announced that Amber Minson will join as Executive Vice President and Chief Marketing Officer starting May 12, 2025, replacing Kevin Brown.

Who Is Amber Minson and What Does She Bring?

Minson comes with over two decades of marketing and brand-building experience across major consumer and tech companies. Her resume includes stints at Intuit, Alibaba, Home Shopping Network (HSN), and Comcast NBCUniversal—organizations known for scaling high-performance marketing teams. Most recently, she served as Chief Revenue Officer at Blue Apron (2022-2024), where she managed all revenue-generating and customer-facing operations. Before that, she was Chief Marketing Officer at Casper Sleep, the sleep tech competitor.

This background matters because it means Amber Minson comes from companies that obsess over data-driven marketing and customer acquisition. She’s not just a brand person; she’s someone who understands how to balance growth with operational efficiency.

What’s Actually Changing at Sleep Number?

Here’s the key takeaway from the announcement: Sleep Number is repositioning its marketing around efficiency as the foundation for growth, not just growth for growth’s sake. This is a departure that suggests the company may be rethinking how it spends marketing dollars.

Minson’s stated priorities include:

• Driving sustained demand generation
• Enhancing brand visibility
• Delivering media efficiency
• Ensuring message clarity across digital and in-store channels
• Developing partnerships to reach new customers

In other words, Sleep Number wants smarter marketing spend. CEO Linda Findley’s statement hinted at this, mentioning the need to “reevaluate our marketing strategies in today’s challenging market environment.”

Why This Matters for the Sleep Wellness Industry

Sleep Number has already impacted nearly 16 million lives through its innovations. The company operates nearly 650 stores and has built a loyal customer base around its Climate360® smart bed technology and 32 billion hours of longitudinal sleep data. But like many retailers, Sleep Number faces competitive pressure in an increasingly crowded sleep tech space.

Bringing in someone like Minson—who scaled operations at both growth-stage startups and massive corporations—suggests the company wants to become more agile in how it acquires customers and retains brand loyalty. Her track record at Blue Apron and Casper means she understands both the direct-to-consumer playbook and the challenges of standing out in a commoditized market.

The Bigger Picture

This is a textbook example of a mature company recognizing that “more marketing” isn’t the answer. Instead, the focus shifts to precision, data, and efficiency. Amber Minson’s appointment signals that Sleep Number is ready to compete not just on product innovation but on how effectively it connects with customers in an increasingly digital and competitive marketplace.