Executive Management

Shelly Ibach, Sleep Number® setting 40, is President and Chief Executive Officer of Sleep Number Corporation, the sleep innovation leader whose purpose is to improve the health and wellbeing of society through higher quality sleep. The company’s revolutionary 360 smart bed provides 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 develop innovative sleep experiences and deliver superior stakeholder returns. By linking proven quality sleep to wellbeing with over one billion sleep sessions and nearly 10 billion of hours of longitudinal data, she has transformed Sleep Number into a sleep innovation leader. Under Shelly’s leadership, the combination of the company’s high performing team, strategic consistency and long-term focus for superior stakeholder value has resulted in over 13 million lives improved and a 5-year Total Shareholder Return of 683% (period ending 2-26-21).

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. 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.  Based in Minneapolis, Sleep Number employs nearly 5,000 team members and operates over 600 Sleep Number® stores located in all 50 U.S. states.

Shelly was named Minneapolis/St. Paul Business Journal’s 2019 Executive of the Year and EY Entrepreneur Of The Year® 2019 National Finalist. As Sleep Editor-at-Large for Thrive Global, she advocates for quality sleep as an essential part of wellbeing. Additionally, Shelly serves on the executive committee of the Minnesota Business Partnership, an organization focused on further enhancing the region’s quality of life and, in 2020, assumed the chairperson role for the American Cancer Society’s CEOs Against Cancer Minnesota chapter.

David R. Callen, Sleep Number® setting 50, average SleepIQ® score 79, serves as Executive Vice President and Chief Financial Officer for Sleep Number.

Since joining Sleep Number as CFO in April 2014, David has driven the Company to pursue superior shareholder returns through long-term, top-tier financial performance and sustainable, profitable growth. Under his leadership, Sleep Number has invested more than a half-billion dollars to transform the business and embolden its competitive advantages: lifelong relationships with customers whose referrals and repeat purchases account for over 45% of sales; proprietary innovations including the revolutionary Sleep Number 360® smart bed; and exclusive retail distribution with more than 600 highly-productive stores and online sales supporting all 50 states.

David also evolved the Company’s capital structure to support the execution of Sleep Number’s strategy. He’s led the return of more than three-quarters of a billion dollars to shareholders through share repurchases, and secured liquidity through a highly flexible $500 million credit facility. David’s capital decisions and Company performance have driven returns on investments that are more than double Sleep Number’s cost of capital.

David grew up in the furniture mecca of Grand Rapids, MI, where manufacturing got into his blood, abetted by early-career roles in public accounting supporting manufacturing firms like Steelcase, the office furniture giant. For 18 years, David served in financial and operational leadership roles, completing multiple acquisitions for international companies including a two-year expatriate assignment in Germany. He joined Ethan Allen Interiors, Inc. in 2007 as their top financial officer before joining Sleep Number in 2014. David’s breadth of experience has emphasized global business and financial strategy, brand support, and operational excellence across multiple industries including automotive, high-tech, dental, and outdoor recreational products.

David was recently honored as a 2019 CFO of the Year as awarded by Minneapolis/St. Paul Business Journal, which recognizes outstanding financial executives from large and small companies in the Twin Cities. David is a 1989 graduate of Michigan State University, earned his CPA license in 1991, and is regularly sought as a panelist for his expertise in financial performance, systems, and real estate strategies.

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 Bloomquist, Sleep Number® setting 25, serves as the Executive Vice President and Chief Innovation Officer for Sleep Number and leads all product innovation — including the revolutionary SleepIQ® technology platform — handling research and development, product brand management, and merchandising to further develop smart, connected biometric solutions to improve sleep and wellness for Sleep Number customers.

Recognized as a leader of meaningful innovation who envisions transcending products and experiences that deliver quality results, Annie has been instrumental in driving Sleep Number’s revolutionary innovation roadmap, which has transformed the company’s position from a mattress company to a product technology leader.

Previously, Annie was the Chief Product and Merchandising Officer at Sleep Number. Annie joined Sleep Number in May 2008 as Vice President and General Merchandise Manager. Prior to joining Sleep Number, Annie held leadership positions in product and merchandising at Macy’s and Marshall Field’s Department Stores for Target Corporation.

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.

Patricia A. Dirks (Tricia), Sleep Number® setting 30, served as the Senior Vice President and Chief Human Resources Officer for Sleep Number and led all human resources functions until June 2020, when she was appointed to the role of chief Human Resources Officer Emeritus. Prior to joining Sleep Number in April 2014, Ms. Dirks served as Senior Vice President Organizational Effectiveness for Target Corporation. From 2004 to 2009, Ms. Dirks was Vice President Headquarters Human Resources for Target Corporation. Prior to 2004, Ms. Dirks was Senior Vice President Human Resources at Marshall Field’s of Target Corporation.

Samuel R. Hellfeld (Sam), Sleep Number® setting 65, serves as the Senior Vice President, Chief Legal and Risk Officer. 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 Senior Vice President and Chief Human Resources Officer for Sleep Number, where he leads all human resources, training and learning functions. Prior to being promoted to his new role in July 2020, 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.