Executive Management

Shelly Ibach, Sleep Number® setting 40, is Chair, President and Chief Executive Officer of Sleep Number Corporation. As CEO since June 2012, Shelly’s focus on consumer innovation has transformed the one-time mattress retailer into a sleep wellness technology leader. During her tenure, Sleep Number has improved over 15 million lives, delivered meaningful stakeholder value, and committed to a purpose of improving the health and wellbeing of society through higher quality sleep.

Shelly, a known visionary and entrepreneur, propelled Sleep Number to disrupt the commoditized mattress industry. Recognizing the demand for connected sleep, she led Sleep Number to introduce the world's first commercialized smart bed in 2014. Sleep Number smart beds integrate digital and physical innovations for unparalleled comfort; 94% of sleepers report better sleep versus a non-smart bed. Additionally, Shelly led the company’s strategic shift to a vertically integrated, direct-to-consumer model, which today includes 640 nationwide stores; 4,000 mission-driven team members; and over three million connected smart sleepers, with whom Sleep Number builds lifelong relationships. The company’s 26 billion hours of proprietary, longitudinal sleep data fuel its robust IP portfolio and partnerships with global research institutions alike, with a goal to improve sleep health – and society – for all.

After joining Sleep Number’s executive team in April 2007, Shelly became Chief Operating Officer in 2011, overseeing consumer strategy, sales, marketing and product development. In 2022 – following six consecutive quarters of double-digit demand growth - she became the company’s Board Chair. Prior to Sleep Number, Shelly spent over 20 years at Target Corporation and Macy’s, sharpening her talents as an expert retailer, brand innovator, and sales and finance leader. 

Strong teams and enduring relationships are cornerstone to Shelly’s leadership. She guided Sleep Number to deliver transformational partnerships with the National Football League (NFL), Mayo Clinic and the American Cancer Society (ACS), among others. Because of the NFL partnership, over 80% of NFL players benefit from Sleep Number smart beds. With ACS, the two organizations are embarking upon foundational sleep research that may potentially inform the first-ever, cancer-specific sleep guidelines, which could have long-term impacts on cancer patients, survivors and prevention. In 2022, ACS presented Sleep Number with the prestigious title, Corporate Partner of the Year.

Shelly has served as the chairperson for the American Cancer Society’s CEOs Against Cancer Minnesota chapter since 2020, receiving the ACS Game Changer Award in 2024. In 2021, she joined the Mayo Clinic Cardiovascular Research Center (CVRC) External Advisory Board. Additionally, she serves on the executive committee of the Minnesota Business Partnership, an organization focused on further enhancing the region’s quality of life. 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. A passionate advocate of quality sleep for everyone, she was awarded the GENYOUth Vanguard Award in 2022 for her empathy, leadership and courage.

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 corporate technology 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.  In her role, Melissa helps advance the Sleep Number’s purpose by shifting the way people think about – and experience – health and wellness through higher quality sleep. 

Prior to joining Sleep Number, Melissa held a variety of senior leadership roles in Finance, Strategy and Corporate Development for Best Buy Co., Inc.. Previously, she also held corporate finance and strategy leadership roles domestically and internationally at Grupo Futuro, Citibank, and GE Capital.

Melissa serves on the Board of Directors of Pentair PLC (NYSE: PNR) and on the Board of Trustees of Blue Cross Blue Shield of Minnesota. In the community, Melissa is dedicated to advancing diversity and inclusion, having served on the Board of Directors of the YWCA Minneapolis.

Melissa has an undergraduate degree from the University of Notre Dame, and an MBA from the University of Chicago Booth School of Business.

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. From January 2023 to August 2023, he also served as Interim Chief Financial Officer. In July 2020, Chris was promoted to Senior Vice President and Chief Human Resources Officer. Previously, Chris served as Sleep Number’s Vice President of Sales Operations, Field Services and Training where he led retail and home delivery operations, sales promotions, incentives, the company’s customer sales center and wholesale business development. From June 2005 to October 2015, Chris held a variety of leadership roles in finance at Sleep Number supporting sales, real estate, marketing, and product innovation. Prior to joining Sleep Number, Krusmark served as a certified public accountant with EY and Arthur Andersen.

Francis Lee, Sleep Number® setting 55, serves as the Executive Vice President and Chief Financial Officer for Sleep Number. He joined Sleep Number in 2023, and leads our teams to drive sustainable, profitable growth and strengthen total shareholder return. Francis is a global finance and strategy leader with extensive experience across consumer product, retail, and technology companies. Formerly the CFO at Wyze Labs from 2021 to 2023, Francis increased cash flow and profitability through a business model evolution, adding a software recurring revenue stream. From 2007 to 2020, he served at Nike, Inc. in several executive and operating unit leadership positions, including CFO of Nike Japan and Vice President roles leading global finance. Francis also worked at Gap Inc., leading long-range planning across the company on the Corporate Strategy and Development team. After completing his MBA at Northwestern University Kellogg School of Management, Francis served as a consultant to Fortune 500 companies at Marakon Associates.

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.