Cheryl Calverley

Ex-CEO, now co-founder of THE DEN, leader of the #IRLrevolution, growth advisor and consultant

After a highly enjoyable career in marketing spanning Unilever (all the cool brands. Marmite, Pot Noodle. Peperami. Lynx), Birdseye (still the coolest bit. Peas!) and The AA (everything about The AA is cool) in 2018 Cheryl moved from breakdowns to beds, she abandoning the safety of big corporations for the jumped-up scale-up sleep brand, eve sleep. She became CEO in May 2020, with a pandemic, unprecedented levels of inflation and economic instability thoroughly blooding her leadership brow. Unfortunately the tsunami of market conditions wasn’t kind to large ticket, discretionary items, and eve sleep entered administration in October 2022. Never one to shy from an adrenaline filled ride, Cheryl’s now focused on early stage growth businesses, both launching a mission driven start-up, THE DEN at the forefront of the #IRLrevolution, and as a growth advisor to a number of entrepreneurial businesses. A fully trained executive coach, she also works alongside leadership teams in the (less cool) large corporate sector, helping them develop their delivery and execution capability whilst keeping a smile on their faces….