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From Home Furnishing Business

Kingsdown Boosts Marketing Efforts

Bedding vendor Kingsdown is boosting its marketing efforts with a slate of new hires, promotions and agency partnerships.

The realignment, part of a strategic growth initiative, aims to accelerate Mebane, N.C.-based Kingsdown’s expansion in the marketplace and raise awareness among retailers and consumers for its industry leadership in sleep science and diagnostics, particularly its Bedmatch Diagnostic System, which features patented technology designed to help consumers find the perfect mattress to fulfill their sleep needs based on 18 statistical measurements and more than 1,000 calculations.
Spearheading the revamped marketing program is Jacqueline Morton, who has been promoted to senior director of marketing. In her new role, Morton will be responsible for overseeing the Kingsdown marketing division and managing agency collaborations. Morton has worked with Kingsdown for eight years, previously having served in roles of program manager, marketing coordinator and director.  
Also joining the team is Jeni Dwyer, who will serve as graphic designer for Kingsdown. Bringing 16 years of experience in corporate graphic design, Dwyer will manage and oversee elements of Web and print design for Kingsdown’s domestic and international affiliations.

“The launch of our new marketing platform is an extension of Kingsdown’s overall commitment to innovation, elevating our investment in science and technology like the Bedmatch Diagnostic System to deliver valuable, forward-thinking solutions for our retailers and end-users,” said Kingsdown Executive Vice President of Sales and Marketing Kevin Damewood. “Opportunities are increasing exponentially as Kingsdown continues to grow and we’re confident in our robust marketing team as the voice for our brand, leading the way in expanding industry perceptions and strengthening relationships with new and existing customers.” 
Marking the expansion of its integrated communications and media strategy, Kingsdown also has launched partnerships with three North Carolina-based firms to facilitate brand-building awareness among consumers and expand relationships with retailers. Blue Zoom, a Greensboro-headquartered advertising agency, will manage aspects of Kingsdown brand creative and engagement. Largemouth Communications, a public relations agency with headquarters in Research Triangle Park, will implement local and national media relations programs and assist in coordinating social media campaigns and content integration on behalf of Kingsdown. TrueParallel, a Raleigh-based digital agency, also is on board to manage the enhancement of Kingsdown’s Web, mobile and social presence.
“We’re grateful to have experienced leadership and fresh talent on board who have all demonstrated great insight into the Kingsdown brand,” Damewood said. “With these strong assets aligned, we are well-positioned for the future of Kingsdown and look forward to additional great achievements in 2014 and beyond.”
Marrying quality, American-handcrafted mattress products with scientific research and diagnostics, Kingsdown has looked to transform the retail experience to streamline the needs of both vendors and customers. Kingsdown has state-of-the-art manufacturing facilities throughout the United States and imports sleep solutions to leading retailers in more than 20 countries, including Russia and Mexico.

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