Chief Executive Officer
Michael Traub is Chief Executive Officer of Serta Simmons Bedding (SSB), the world’s largest bedding company. He was appointed CEO on January 1, 2016, and is responsible for leading Serta Simmons Bedding’s operations in the U.S., Puerto Rico and Canada, as well as the recently launched Tomorrow™ brand, SSB’s direct-to-consumer online brand. Under Michael’s leadership, SSB is focused on maintaining its market leadership position and delivering profitable growth across SSB’s portfolio of Serta, Beautyrest and Tomorrow products and brands.
Michael joined SSB as President of Serta in September 2014, and has since demonstrated his leadership and operational capabilities across a range of corporate functions and brand initiatives. He brings nearly 25 years of industry experience to SSB, having worked for leading global brands in a variety of sales, marketing, manufacturing, distribution and finance roles.
Prior to joining Serta, Michael served as President and CEO of BSH Home Appliances Corporation (BSH) where he managed the Bosch, Thermador and Gaggenau home appliance brands for North America. While at BSH, Michael led the successful turnaround of the organization’s home appliance brands resulting in the development of award-winning products and dramatically increased market share. Under his leadership, the three brands have established themselves as North American industry benchmarks in the premium, luxury and elite home appliance segments.
Born and raised in Germany, Michael began his career with BSH abroad and held various roles such as CEO of BSH’s operations in Latin America, CFO of the German division, Corporate Vice President of International Sales and Managing Director of the company’s Asia Pacific operations.
Michael earned a Bachelor of Science degree with honors in International Management and Economics from the University of Hohenheim in Stuttgart, Germany.
Executive Vice President, Operations
Daren Couture joined Serta Simmons Bedding (SSB) as Executive Vice President of Operations in 2016. Daren is responsible for all aspects of operations at SSB’s manufacturing facilities, as well as SSB’s supply chain and procurement processes.
Daren has more than 20 years of experience in manufacturing operations and supply chain management. Prior to joining SSB, he most recently served as Chief Operating Officer at Philips Health Care where he was responsible for operations, customer service and procurement for the $10 billion manufacturer of medical imaging systems and devices. At Philips, Daren implemented a program to transform culture and drive results-oriented operations.
Prior to Philips, Daren was Senior Vice President, Integrated Supply Chain at Electrolux Major Appliances North America where he led operations, procurement and customer service. Before that he was Senior Vice President, Global Operations for Danaher Corporation. Earlier in his career Daren held positions of increasing responsibility at Newell Rubbermaid, where he worked with brands including Sharpie, Paper Mate, Waterman, Parker, DYMO, Rolodex, Mimio and Card Scan. Daren’s career began as a Process Control Manager at Tagsons Paper Company.
Chief Financial Officer
Paul Dascoli joined the Serta Simmons Bedding (SSB) leadership team as Chief Financial Officer in 2015. Paul is responsible for all aspects of the Company’s finances, including planning and analysis, accounting, risk management, treasury, tax and internal audit, as well as IT functions.
Paul has 30 years of experience in consumer product and retail finance. He most recently served as CFO at Express, a multi-billion dollar publicly traded specialty apparel and accessories retailer, where he contributed to setting the strategic direction of the Company and led all finance activities, including external reporting and investor relations.
Prior to Express, Paul was CFO at VF Jeanswear, a lifestyle apparel company that owns Wrangler and Lee brands, where he contributed to the growth of the Company’s portfolio of brands domestically and in Latin America.
In addition, Paul has extensive experience in the furniture industry, having spent 10 years at Thomasville Furniture Industries, a subsidiary of Furniture Brands International, where he was CFO. In this role Paul was responsible for a number of the Company’s administrative and operations functions.
Paul holds a Bachelor of Science degree in Accounting from Providence College.
Senior Vice President of Sales, Fortress and Department Stores
Brian Des Biens serves as Serta Simmons Bedding Senior Vice President of Sales for Fortress Accounts and Department Stores. He is responsible for the development and implementation of strategy and execution to drive growth and market share in the Fortress and Department Store channel.
Since joining the company in 1992 as a Michigan-based sales representative for the Beautyrest brand, Brian has held several sales leadership roles, including Regional Vice President of sales in Kansas City and later, Chicago, where he managed the Central Sales District for the Beautyrest brand. Most recently, Brian was the Vice President of Channel Marketing for the Serta brand, where he worked closely with the Serta brand team on new product development as well as sales and marketing initiatives. Brian was named Senior Vice President of Sales for Fortress and Department Stores in 2018.
In 2017, Serta Simmons Bedding recognized Brian as its “Values Champion,” a prestigious annual honor given to an individual who reflects the company’s core values.
Born and raised in Illinois, Brian received a bachelor of science degree in communications from Northern Illinois University
Executive Vice President,Serta Marketing
Andrew Gross is the Executive Vice President of Marketing for the Serta brand. Andrew joined Serta in 2006, providing expert leadership and overall direction to the Serta brand and all Serta marketing and product development activities, ranging from consumer insights to product management to national and retail advertising.
During his tenure, Andrew has helped Serta achieve the #1 market position while doubling awareness of the Serta brand. He played a key role in the development and launch of the iComfort and iSeries gel memory foam and hybrid product lines, as well as the repositioning and relaunch of Serta Perfect Sleeper as the Official Mattress of the National Sleep Foundation.
Prior to joining Serta, Andrew spent 13 years at Unilever where he launched two of the most successful new hair care introductions in category history and helped double the size of the Suave personal care master brand.
Andrew earned an MBA from the University of Michigan Business School and a Bachelor of Arts degree from Cornell University.
Executive Vice President,General Counsel & Secretary
Kristen McGuffey was named Executive Vice President, General Counsel & Secretary for Serta Simmons Bedding (SSB) in 2011. Kristen is responsible for providing legal counsel to the Serta, Beautyrest and Tomorrow brands.
Kristen joined Simmons in November 2001 as Vice President, General Counsel & Assistant Secretary. Over the next ten years she served in positions of increasing responsibility including Senior Vice President, General Counsel & Secretary in August 2002 and Executive Vice President, General Counsel & Secretary of Simmons beginning March 2007.
Prior to joining Simmons, Kristen was Executive Vice President, General Counsel at Viewlocity, a global supply chain management software company. Before this role, she was a Partner at International Law Firm Morris, Manning & Martin in the Technology Law Practice. Kristen spent her early legal career as an associate at the firm of Paul, Hastings, Janofsky & Walker working on matters pertaining to complex litigation, white collar crime, and general corporate law.
She 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.
Founder and President,
Bryan operates Tomorrow Sleep, SSB’s direct-to-consumer brand. Prior to joining SSB and launching Tomorrow Sleep, Bryan was Vice President of North American Verticals with eBay, overseeing Consumer Electronics, Home and Garden, Fashion, Art and Collectibles Business and Industrial and eBay Motors. In this role, he led a global, multi-functional team that successfully grew incremental revenue for the business lines.
Bryan sold his previous company, WHI Solutions, a provider of software solutions to maximize distribution efficiencies, to eBay. Following the acquisition, Bryan led the company’s automotive arm, eBay Motors, as Vice President & General Manager.
He began his career as an entrepreneur, serving as Founder and CEO of AutoTech Solutions and co-founded Wrenchead.com, a precursor to WHI Solutions. He eventually served as CEO and President of WHI Solutions.
Bryan earned a Bachelor of Arts degree in Business from Miami University.
Executive Vice President,Research & Innovation
Jim Ruehlmann was appointed Executive Vice President of Research & Innovation for Serta Simmons Bedding (SSB) in 2016. In this role, Jim is charged with leading all research investments and the development of innovative products for both the Serta and Beautyrest brands.
Jim most recently served as Chief Insights & Innovation Officer for Simmons since joining the Company in 2011, where he helped to lead the development of new product lines and a focus on science-based, smart solutions for consumers with meaningful benefit differentiation from the competition.
Jim brings over 35 years of experience to SSB in various Marketing, General Management and New Product Development roles in both the Consumer Packaged Goods and Consumer Durable Goods industries. He spent 12 years in Marketing at Procter & Gamble and also previously ran Marketing and Product Development at juvenile products manufacturer Evenflo. He later served three years at Sara Lee as Senior Vice President, General Manager of Jimmy Dean Foods. Jim also previously served as Vice President of Marketing for Sealy Corp and Vice President of Marketing, Merchandising and Training for Mattress Firm, where he gained a unique understanding of both the manufacturing and retail sides of the mattress industry.
Jim graduated Phi Beta Kappa from Northwestern University with a Bachelor of Science degree in Economics. He achieved his MBA from the Kellogg Graduate School of Management at Northwestern, majoring in Marketing and Finance.
Shawn Trinier joined Serta Simmons Bedding (SSB) as President, of Canada, in 2015. Shawn oversees all areas of the business that contribute to the growth of sales and profits for the Serta and Simmons Beautyrest brands in Canada. With approximately 850 employees in Canada, six manufacturing sites and a corporate office, Shawn is responsible for all strategic retailer and supplier relationships, brand initiatives, and operations performance.
Previously, Shawn was General Manager of Grohe Canada, a leading provider of premium kitchen and bath faucets, showers and shower systems, where he was responsible for activating strategies and channels that led to the Company’s impressive market growth across the region.
Prior to Grohe, Shawn served as President and CEO of Ontario-based Aquaterra Corporation, a producer and distributor of bottled drinking water and water filtration systems. While there, Shawn led major organizational changes that effectively enhanced customer’s brand experience while significantly driving revenue and profitability for the Company. Under his leadership, Aquaterra was named a Deloitte Top 50 Best Managed Company.
Shawn began his career at Pepsi Cola Canada where he held positions of increasing responsibility ranging from Food Service Manager to Director of Trade Development and Strategy for the Corporation. After Pepsi Cola, Shawn was an executive at Grand and Toy, a Toronto-based office supplies chain, and Sanimax, a provider of by-product collection services and specialized maintenance for the restaurant industry.
Executive Vice President of Sales, Regional & Independent, and Hospitality
Bill West serves as Serta Simmons Bedding Executive Vice President of Sales for Regional & Independent, and the Hospitality channel. He is responsible for the development and implementation of field sales strategy and execution, to drive revenue growth and market share for the company in the regional and independent and hospitality channels.
Bill was named VP of Retail Sales for the Serta brand in 2001, after serving as VP and Brand Manager for Serta National for approximately six years. He has extensive sales and marketing experience in the bedding industry, having previously worked for Sealy. Bill was promoted to Chief Sales Officer for Serta in 2004 with responsibility in all areas of sales including US retail sales, buying group sales and sales training functions.
Following the joining of Serta and Simmons as Serta Simmons Bedding in 2010, Bill was named Executive Vice President of Sales for the Regional & Independent and Hospitality channels.
Bill earned his Bachelor’s degree in business from Ohio University.