New appointment: Purple welcomes new chief marketing executive
Purple Appoints Keira Krausz as New Chief Marketing Officer
Purple Innovation, a direct-to-consumer mattress company, has announced the appointment of Keira Krausz as its new Chief Marketing Officer (CMO), effective November 1, 2025. This marks the end of an 18-month tenure for Patrice Varni, who will be stepping down to pursue other interests.
Keira Krausz brings a decades-long track record of successful marketing management to Purple. With her extensive experience, she will oversee all marketing efforts for the company and report directly to CEO Rob DeMartini.
Krausz's impact on Purple's marketing strategy is expected to be significant as she will play a key role in supporting the company's growth plans. DeMartini stated that Krausz's experience will help advance Purple’s marketing strategies to increase revenue and profitability as the company matures its marketing approach.
Before joining Purple, Krausz served as the chief marketer of HealthPlanOne and chief marketer of Nutrisystem. During her tenure at Nutrisystem, she played a crucial role in doubling the company's revenue and quadrupling its EBITDA.
Purple has also undergone several leadership changes this year. Robert DeMartini was appointed as the new CEO earlier this year, replacing Joseph Megibow. Eric Haynor was hired as the COO after John Legg left the position in April. Jeff Hutchings was also hired as the company's first chief innovation officer in late March.
In a separate development, Purple created a special committee of independent directors to consider an unsolicited bid from Coliseum Capital Management to buy the company. The bid, which was made in September, included buying Purple’s common stock for $4.35 a share. However, the company did not specify whether it intends to accept the bid or not.
Purple, which launched a limited-duration shareholder rights plan, or poison pill, to expire in September 2023, aims to protect its shareholders from any potential hostile takeovers.
Patrice Varni, who played a significant role in Purple's marketing efforts as the chief marketing and digital officer, will be missed. However, the company is confident that Krausz's arrival as CMO will strengthen Purple’s marketing and growth trajectory by leveraging her experience to enhance strategic initiatives and accelerate business performance.
[1] Source: Purple Innovation press release, 2025.
- The appointment of Keira Krausz as CMO of Purple Innovation signals a shift in their leadership and marketing strategies, aiming to advance the company's marketing efforts and stimulate growth in finance and business.
- With her extensive experience in marketing management, Keira Krausz, the new CMO of Purple, is expected to leverage her expertise in health and wellness industries, where she previously served as the chief marketer of HealthPlanOne and Nutrisystem.
- As Purple continues to explore new opportunities and face possible takeover bids, such as the unsolicited bid from Coliseum Capital Management, the appointment of Keira Krausz as CMO can be seen as a strategic move to bolster the company's leadership, marketing, and business performance for long-term success.
