Purple Taps Patrice Varni as Chief Marketing and Digital Officer

June 8, 2021  by Laurie Northington in Business Strategy, Industry   

With responsibility for the company's marketing, customer experience, e-commerce, and product development, Varni will be instrumental in building upon Purple's strong marketing roots and taking the brand to new levels.

"Patrice Varni brings deep marketing and digital experience to Purple from her previous roles with category-leading brands," stated Purple CEO, Joe Megibow. "We're ecstatic to have her step into this new role to further define our marketing and product efforts and engage a broader audience in the Purple brand story. I am confident she will help us elevate Purple's mission of improving lives and reinventing comfort for our consumers."

Varni has over 25 years of digital and brand transformation success for some of the world's best-loved consumer brands. Most recently, she was the chief marketing officer and president of Dermstore, the leading online beauty retail destination for professional skincare, distinguished by its curated "best-of" assortment and sales-driving integration of commerce and content. Prior to that, Varni served as the chief customer officer at Corelle Brands, where she helped tap the power of iconic American kitchen brands to increase sales in both direct-to-consumer and wholesale retail channels.

"I'm delighted to join the team at Purple to continue delivering on Purple's mission to bring comfort to everybody," said Varni. "It's a privilege to join a talented and accomplished team and continue to expand Purple's growth, using data, consumer insights and innovative products to engage more people in the Purple story and deliver comfort that truly makes life better."

Prior to Corelle, Varni served as chief customer officer at Arhaus Furniture, where she helped transform a regional family-owned retailer to a national brand, improving every touch point of the consumer journey. Previously at Tempur Sealy International, she served as senior vice president of marketing for Tempur Sealy Brands.

In earlier marketing leadership roles, Varni successfully re-launched Levi.com, and with her team, built a strategically important digital presence. In addition, she built a strong foundation in brand marketing and strategy with The Walt Disney Company and Kenwood Electronics.

Varni holds an MA in English and a BA in European Studies from Loyola Marymount University.