Executive Management

Shelly Ibach, Sleep Number® setting 40, is Chair, President and Chief Executive Officer of Sleep Number Corporation, the sleep health, science, research and innovation leader whose purpose is to improve the health and wellbeing of society through higher quality sleep. The company’s revolutionary 360® smart bed links proven quality sleep to individualized sleep health through effortless, adjustable comfort and advanced biometric sleep tracking technology.

As CEO of Sleep Number since June 2012, Shelly has combined her passion for meaningful consumer value with her visionary leadership to position Sleep Number as a sleep tech wellness company. She had the perceptual acuity to understand the future value of connected health and the courage to transform the company with the commercialization of the 360 smart bed, an innovation which is delivering life-changing sleep to consumers. Under Shelly’s leadership, the combination of the company’s culture of individuality and innovation, mission-driven teams, strategic consistency and focus for sustained superior stakeholder value creation has resulted in more than14 million lives improved, over 14 billion hours of sleep data and over two million smart sleepers. She was unanimously voted by the Board to its chair position effective May 2022.

After joining the company in April 2007, Shelly served across a wide breadth of executive leadership roles in consumer strategy, sales, marketing and product development, including Chief Operating Officer in 2011. Based in Minneapolis, Sleep Number employs over 5,500 team members and operates 650 Sleep Number® stores located in all 50 U.S. states.  She has led the company to deliver transformational sleep health innovations and collaborations, including a long-term relationship with Mayo Clinic to further sleep science with an emphasis on cardiovascular medicine, and a groundbreaking partnership with American Cancer Society to embark upon foundational sleep research to inform the first-ever, cancer-specific sleep guidelines. Prior to Sleep Number, Shelly honed her instincts as an expert retailer and brand marketer during her 20-year tenure at Target Corporation and Macy’s.

Shelly was named Minneapolis/St. Paul Business Journal’s 2019 Executive of the Year and was named EY Entrepreneur Of The Year® 2019 National Finalist. In 2021, she became a member of the Mayo Clinic Cardiovascular Research Center (CVRC) External Advisory Board. She is also the chairperson for the American Cancer Society’s CEOs Against Cancer Minnesota chapter and serves on the executive committee of the Minnesota Business Partnership, an organization focused on further enhancing the region’s quality of life.

Melissa Barra, Sleep Number® setting 30, serves as the Executive Vice President, Chief Sales and Services Officer for Sleep Number. In this role, she leads the company’s customer-focused strategy, and the organization’s sales, real estate, field services, customer relationship, and enterprise communications teams. Melissa joined Sleep Number in February 2013 as Vice President, Consumer Insights and Strategy and was promoted to SVP, Chief Strategy and Customer Relationship Officer in January 2015. She assumed her current responsibilities in June 2019.

Melissa is a bold visionary, helping advance the Sleep Number’s purpose by shifting the way people think about – and experience – health and wellness through higher quality sleep. With a dedication to improving lives, creating superior experiences, and delivering exceptional results, she inspires the company to imagine the possible, accelerate Sleep Number’s strategy, and execute with excellence – delivering meaningful value for all stakeholders. Melissa has jointly led the company to deliver five-year compound annual growth rates of 9% in sales, 15% in EBITDA, 38% in earnings per share, and 683% in Total Shareholder Return through 2020.

Prior to joining Sleep Number, Melissa held a variety of senior leadership roles in Finance, Strategy and Corporate Development for Best Buy Co., Inc. (2005-2012). Previously, she also held corporate finance and strategy leadership roles domestically and internationally at Grupo Futuro, Citibank, and GE Capital. She has an undergraduate degree from the University of Notre Dame, and an MBA from the University of Chicago Booth School of Business.

Melissa serves on the Board of Trustees of Blue Cross Blue Shield of Minnesota, where she is the Chair of the Technology and Operations Committee and a member of the Corporate Investments and Development Committee. In the community, Melissa is dedicated to advancing diversity and inclusion, having served on the Board of Directors of the YWCA Minneapolis.

Annie L. Bloomquist, Sleep Number® setting 25, serves as Executive Vice President and Chief Innovation Officer.  In this role, Annie is responsible for the company’s product vision and strategy, including research and development aimed at furthering its award winning physical and digital experiences. She most recently introduced the Next Gen revolutionary Sleep Number smart bed ecosystem, a multisided wellness technology platform that is fueled by AI enable Advanced IOT to enable real time connected sleep health.  She looks to the future where technology will continue to set Sleep Number apart.

Recognized as a leader of meaningful innovation who continually envisions transcending products and experiences that deliver quality results, Annie has been instrumental in driving Sleep Number’s mission and delivering meaningful value to all stakeholders.  Annie is driven by the belief that sleep is a critical component of health, and she is dedicated to delivering solutions that enhance overall well-being.  She leads all aspects of the company’s innovation pipeline, including sleep health, research and development, digital engagement across multiple technology platforms, and value-driving acquisitions that add consumer relevance to the Sleep Number’s product line.  Annie serves as the primary liaison for key strategic scientific research partnerships such as the Sleep Number Scientific Advisory Board, Mayo Clinic and American Cancer Society.

After joining the company in 2008, Annie served in a breadth of leadership roles overseeing general management, product development, sourcing, merchandising strategy, commercialization, and user experiences.  She was the Senior Vice President and Chief Product Officer from June 2012 to December 2020 and Chief Merchandising Officer from June 2011 to June 2012. She joined Sleep Number in May 2008 as Vice President and General Merchandise Manager after holding leadership roles at Target Corporation.

Annie serves on the Board of Advisors to Rockler Companies and is an active member advocating for women in technology, having served on Makers Conference Board of Directors.

Kevin K. Brown, Sleep Number® setting 40, serves as the Executive Vice President and Chief Marketing Officer for Sleep Number. He is responsible for building the Sleep Number brand through telling stories that emotionally connect around the benefits of life-changing sleep. These stories set Sleep Number a part by communicating the company’s product innovations and driving brand advocacy across all customer touchpoints. He oversees the strategy, planning and execution of the overall brand expression, brand experiences, digital engagement, media, customer loyalty programs, and strategic marketing partnerships.

Kevin is fueled by telling incredible stories, building and leading a world-class marketing team, and uncovering strategic partnerships that help the brand connect with its customers. He is passionate about identifying opportunities in the unexpected and finding solutions to problems that no one knew existed.

Before joining Sleep Number in January 2014, Mr. Brown served as Group Vice President, Chief Marketing Officer for Meijer, Inc., a regional chain of retail supercenters, (2011-2013), and held marketing leadership roles at Sears Holdings Corporation (2007-2011) and Jo-Ann Stores, Inc. (2004-2006). Prior to Jo-Ann Stores, he was an associate partner for Accenture.

Kevin is an active member of his local community, supporting his children’s school, church and the Minneapolis Children’s Hospital. One of his core principles is stewardship – seeking to make a difference everyday by positively impacting the lives of those around him.

Samuel R. Hellfeld, Sleep Number® setting 65, serves as the Executive Vice President and Chief Legal and Risk Officer. He was previously the Senior Vice President, Chief Legal and Risk Officer from September 2018 to March 2022. Mr. Hellfeld was Vice President, Associate General Counsel from October 2015 to September 2018. Mr. Hellfeld joined Sleep Number in March 2013 as Director, Intellectual Property Counsel. Mr. Hellfeld was a Partner in the law firm of Fox Rothschild LLP (fka Oppenheimer Wolff & Donnelly LLP) practicing in the areas of intellectual property and litigation. Prior to 2010, Mr. Hellfeld was an Associate at several law firms and also served as Law Clerk in the United States Court of Appeals for the Ninth Circuit and the United States District Court, Southern District of California.

Christopher Krusmark (Chris), SLEEP NUMBER® setting 55, serves as the Executive Vice President and Chief Human Resources Officer for Sleep Number, where he leads all human resources, training and learning functions. In July 2020, Mr. Krusmark was promoted to Senior Vice President and Chief Human Resources Officer. Previously, Mr. Krusmark served as Sleep Number’s Vice President of Sales Operations, Field Services and Training where he led retail operations, sales promotions and incentives, home delivery operations, the company’s customer sales center and wholesale business development. From June 2005 to October 2015, Mr. Krusmark held a variety of leadership roles in finance at Sleep Number supporting sales, real estate, marketing, and product. Prior to joining Sleep Number, Mr. Krusmark worked on the financial audit staff of EY and Arthur Andersen.

Hunter Saklad, Sleep Number® setting 50, is the Executive Vice President and Chief Supply Chain Officer at Sleep Number. He was previously the Senior Vice President, Chief Information Officer. From June 2011 to December 2012, he served as the Vice President, Consumer Insight and Strategy at Sleep Number. From March 2006 to June 2011 he was Vice President of Finance and held a variety of positions across Finance serving business partners in marketing, sales, supply chain, FP&A, investor relations and treasury. Mr. Saklad joined Sleep Number in October 2004 as Sr. Director of Finance. Prior to joining Sleep Number, Mr. Saklad held finance-leadership roles at Ford Motor Company and Visteon.