Serta Simmons Bedding Names Dominick Azevedo Chief Sales Officer

Dominick Azevedo
Dominick Azevedo

Serta Simmons Bedding has hired Dominick Azevedo to be part of the company’s executive leadership team as chief sales officer. He will start in late June and lead the sales function for the organization. 

“We are continuing to advance our strategic initiatives which include delivering commercial excellence,” said Shelley Huff, CEO, of the Doraville, Georgia-based company. “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, who will report to Huff, brings more than 30 years of bedding marketing, merchandising and sales experience to SSB. He most recently served as vice president of merchandising and new business development at City Mattress, a regional mattress retailer serving Florida and New York.

Previously, he held senior leadership roles at E.S. Kluft & Company and Advanced Sleep Concepts. Earlier in his career, Azevedo spent more than a decade at Simmons Bedding Company where he served as executive vice president of sales responsible for all sales functions.

“The brands in SSB’s portfolio have a deep heritage in delivering industry-leading sleep solutions for consumers,” Azevedo 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.”

With Azevedo joining SSB, Derek Miller, current chief sales officer, will transition to a new role on the sales team leading key national accounts, reporting to Azevedo.

“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,” Huff said. “He will continue to play an important role at SSB as we position the company for the future.”