Coop Appoints Mike Crowell as New Chief Marketing Officer

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Company Adds Seasoned Expert with Track Record of Driving Growth and Innovation

CoopHome Goods, a leading digitally native designer and marketer of the first fully adjustable pillow and ingeniously designed bedding to meet the unique needs of every type of sleeper, is thrilled to announce that Mike Crowell has been named Chief Marketing Officer of the company. Crowell brings more than two decades of experience building and scaling high performing, mission-driven organizations. He will report to Steve Holley, the Chief Executive Officer at Coop.

Driven by a competitive spirit to win, Crowell is a strategic, creative and results driven marketer with a proven track record of leading innovative programs that drive growth. With 20+ years of experience that spans agency and client side, local and global, fully integrated campaigns, and digital-only engagements across a diverse range of world-class brands including Nike and Oakley. Winning defined as creating products and product stories that breakthrough and drive significant business growth. Crowell brings a collaborative and solution focused style that inspires change, action and trust.

As CMO, Mr. Crowell will leverage his expertise in global marketing to drive awareness and interest for the Company’s portfolio of compelling products with a focus on maximizing the strength of the Coop brand around the world.

“I am thrilled to welcome Mike to Coop’s leadership team as Chief Marketing Officer,” said Steve Holley, Chief Executive Officer of Coop. “I know Coop will benefit greatly from his strong and expansive experience leading both brand strategy and performance marketing for great consumer brands. There are many exciting opportunities on the horizon as we continue to expand our product offerings and focus on bringing sleep innovation to consumers across the globe. Mike has helped build and grow some of lifestyle and consumer goods most beloved brands, and we’re looking forward to the wealth of creative and commercial experience he’ll bring to Coop. Mike will play a central role in telling our story as we become the global destination for innovative sleep solutions.”

“I wasn’t really looking for my next role when Steve approached me about the Coop opportunity, but the more I talked to the team, and the more I learnt about the vision, company culture and growth-potential, the more I couldn’t keep myself from being part of this amazing company,” said Crowell of his new role. He continued, “Coop has phenomenal differentiated product-market fit in an ever-increasing total addressable market, and we see this as an opportunity to redefine the bedding industry. I’m confident that the Coop product(s) speak for themselves, and as more people try them, we will see continued, explosive growth.”

About Coop Home Goods
Coop is an innovation-driven home-goods company — a fast-growing direct-to-consumer home-goods brand that designs and markets adjustable memory-foam pillows and other bedding accessories, which are sold through the company's website and various e-commerce marketplaces. Further information on Coop can be found at

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Jason Geller

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