Endy has named a new leader for its marketing efforts as the brand charts an ambitious course for the year ahead.

Julia Cooper is joining the DTC mattress brand as its VP of marketing, moving from real estate startup Properly, where she worked in a similar capacity as director of brand. Cooper will report directly to the brand’s president and general manager, Alexandra Voyevodina, and work alongside recently appointed creative AOR The Hive to help build out Endy’s brand marketing function in order “to take Endy to the next level.”

Endy has enjoyed “strong word of mouth marketing” through favourable reviews and “an impressive referral program,” Cooper says. That lays a strong groundwork for her plans to “lean into its brand storytelling as a way of cutting through the noise of an increasingly confusing category.”

The undertaking is not unfamiliar for Cooper, who worked on similar efforts at Properly through its “Property Brothers” campaign. While working as director of brand marketing for Koho, she developed similar brand-building efforts through its “Money Diaries” partnership with Refinery29. Though she does see some challenge ahead with a potential economic downturn, “Endy’s business model is a resilient one.”

“As a company, Endy is grounded in innovation and industry transformation, and I’m eager to help the brand tap into these roots in a way that resonates with consumers,” she adds. “Everyone deserves a good night’s sleep.”