Chief Executive Officer
Jim Loree is the Chief Executive Officer at Serta Simmons Bedding (SSB). Prior to taking on the role of CEO, Loree served as Lead Independent Director of the Board of Directors at SSB.
Loree is the former Chief Executive Officer of Stanley Black & Decker, Inc., a position he held from 2016 to June 2022. He also served on the Board of Directors of Stanley Black & Decker, Inc. during that time.
As CEO, Loree led more than 60,000 employees across 60 countries who make power tools, hand tools, outdoor power equipment and industrial products. Under Loree’s leadership, the company gained recognition for its work in advanced manufacturing, operational excellence, responsible business practices, and as a best workplace for innovators as well as for diversity and inclusion.
Loree originally joined the company, then Stanley Works, as Vice President and CFO in 1999. In that role, he pursued a strategy which included re-architecting the business portfolio and reorienting the company culture to organic and inorganic growth. He was promoted to President and Chief Operating Officer in 2009 and then CEO in 2016. During his tenure, Loree led growth strategies to increase revenue from $2 billion to $16 billion.
Prior to joining Stanley Works in 1999, Loree spent 19 years at General Electric Company in a combination of leadership positions in finance, strategic planning and operating management.
Loree holds a bachelor’s degree in economics from Union College, and serves on the board of Whirlpool Corporation, United Natural Foods, Inc., and Quinnipiac University, and is a director of the Jim and Rebecca Loree Foundation.
Chief Sales Officer
Dominick (Dom) Azevedo is the Chief Sales Officer of Serta Simmons Bedding (SSB). In this role, Dom oversees SSB’s commercial operations across North America.
Dom joined SSB in June 2023, bringing more than 30 years of bedding marketing, merchandising, and sales experience to the company. He most recently served as VP of Merchandising and New Business Development at City Mattress, a regional mattress retailer with a presence in Florida and New York. Prior to that, he held several additional senior leadership roles in the industry including EVP of Sales and Marketing at E.S. Kluft & Company and CEO and President of Advanced Sleep Concepts.
Dom’s appointment to Chief Sales Officer of SSB marks his return to the company. Earlier in his career, he spent more than a decade at Simmons Bedding Company in various sales leadership positions ultimately serving as EVP of Sales, overseeing the division.
Dom attended Jersey City State College and completed the Executive Retail Management Training Program at High Point University.
Chief Operations Officer
Robert (Rob) Burch is the Chief Operations Officer (COO) of Serta Simmons Bedding. In this role, Rob is responsible for leading all aspects of the operations team, including the company’s manufacturing network.
Rob brings decades of operations leadership experience to SSB. He previously served as Executive Vice President of Operations for Simmons Bedding Company responsible for manufacturing, logistics and sourcing, and new product development. In this role, he architected the Simmons Production System – with a focus on lean manufacturing – which drove significant improvements in lead times, quality, and cost performance.
Rob came to SSB from Kindel Grand Rapids Furniture Company, a luxury residential furniture brand, where he served as President and CEO and led a turnaround strategy to reenergize its brands. He began his career at Steelcase Inc., a leading global producer of office furniture, where he spent more than 25 years in positions of increasing responsibility across product development and North American manufacturing. Throughout his career, Rob has also held senior leadership roles at several management consulting companies.
Rob holds a Bachelor of Business Administration from the University of Michigan. He is also certified in Production and Inventory Management (CPIM).
Chief Legal Officer & Secretary
Kristen McGuffey is the Chief Legal Officer and Secretary of Serta Simmons Bedding (SSB). In her role, Kristen oversees all legal responsibilities for SSB’s operations, as well as corporate governance, compliance, intellectual property, litigation and privacy. Kristen become Chief Legal Officer and Secretary of SSB in 2010 following the merger of Serta and Simmons. Previously, she held the same role at Simmons, which she first joined in 2001 as Vice President, General Counsel and Assistant Secretary.
Prior to joining Simmons, Kristen was Executive Vice President, General Counsel at Viewlocity, a global supply chain management software company. Before that role, she served as a Partner at Morris, Manning & Martin in its Technology Law Practice. Earlier in her career, Kristen was an associate at Paul, Hastings, Janofsky and Walker, where she worked on corporate legal and litigation matters.
Kristen holds a Bachelor of Science degree in Electrical Engineering from Kettering Institute (formerly GMI Engineering Management Institute), a Juris Doctor degree from Harvard Law School, and is a member of the State Bar of Georgia.
Chief Human Resources Officer
Esther Ni is the Chief Human Resources Officer of Serta Simmons Bedding (SSB). In this role, Esther is responsible for all human resources functions including compensation and benefits, diversity, equity and inclusion, employee culture and engagement, leadership development, organizational design and talent management. She joined SSB in 2019 and has held a variety of leadership roles most recently serving as Senior Vice President of HR for the company’s operations division.
Esther came to SSB from Acuity Brands, an industrial technology company that provides lighting solutions, where she served as Vice President of HR among other HR leadership roles. Esther began her career in HR working at Target and General Mills.
Esther earned her bachelor’s degree in business administration from Ross School of Business at the University of Michigan.
Chief Marketing Officer
Tim Oakhill is the Chief Marketing Officer of Serta Simmons Bedding (SSB). In this role, Tim is responsible for leading the SSB portfolio of brands, along with brand marketing strategy and activation, insights, creative and media. He also oversees the company’s licensing business.
Tim rejoined SSB in July 2023, having previously served in several marketing leadership roles at Simmons Bedding from 1998 – 2011, culminating in his role as Chief Marketing Officer. While in this role, Tim drove significant growth of the product and brand platforms including the development of the non-flip product design that ultimately changed the entire industry, and the introduction of Beautyrest Black collection.
Tim is a seasoned marketer with extensive experience building brands and driving product development in the bedding industry. Tim founded one of the industry’s first direct-to-consumer brands, Yogabed. He also served as EVP, Brand Management at Mattress Firm.
Outside the bedding industry, Tim has held several additional senior marketing leadership roles including as Chief Marketing Officer at Cenergistic, an environmental services company that partners with organizations ranging from educational institutions to healthcare companies to facilitate utility saving, and as Worldwide Chief Marketing Strategist at IBM Watson Marketing.
Tim earned his Bachelor of Science and Bachelor of Arts degrees from the University of South Carolina and his M.B.A from the University of Virginia.
Chief Financial Officer
Cesar Perez is the Chief Financial Officer at Serta Simmons Bedding (SSB). In this role, Cesar oversees the finance organization, with responsibility for operations, commercial, and corporate financial planning and analysis (FP&A), accounting, finance shared services, internal audit, tax and treasury, as well as information technology and information security.
Perez joined SSB in July of 2024, bringing 19 years of finance leadership experience, most recently at Electrolux, where he served as CFO for North America and as a member of the global CFO team. In that role, he served as strategic financial partner to the CEO, with P&L responsibility for a $5 billion business across manufacturing, R&D and distribution.
Cesar began his career at GE Appliances and spent over a decade in financial management positions of increasing responsibility, ultimately responsible for all aspects of finance for GE Appliance sales and marketing.
Cesar holds a Bachelor of Science in Computer Engineering from the Universidad Fermin Toro in Venezuela and a Master of Business Administration in Finance and Logistics from the University of North Florida.
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