Purple Appoints Marketing Veteran as CMO

Keira Krausz Photo courtesy of LinkedIn

Purple Innovation, the digitally native mattress brand, has hired Keira Krausz as its Chief Marketing Officer following the departure of Patrice Varni, who joined the company in June 2021 as Chief Marketing and Digital Officer. Krausz will report to CEO Rob DeMartini when she steps into the role on Nov. 1, 2022.

Krausz’s most recent experience was serving as the Chief Marketing Officer at digital health distribution platform HealthPlanOne, which she joined in August 2020. From 2013 to 2019, Krausz worked with Nutrisystem as the company’s EVP and Chief Marketing Officer. During her 35-year career Krausz also has worked extensively in media, including with Time Inc. as the company’s VP of Marketing, QSP from 2004-2012.

“Keira’s decades-long track record of successful marketing management will be a welcome addition to Purple,” said DeMartini in a statement. “As we continue to mature our marketing efforts, Keira will provide significant experience in advancing our marketing strategies to grow our revenue and profitability.” 

In early September 2022, Purple acquired Intellibed, which manufactures luxury gel-based mattresses. Then in mid-September Purple received an unsolicited non-binding proposal from investment firm Coliseum Capital Management to acquire all outstanding capital stock of the company for $4.35 per share in cash. Coliseum currently owns approximately 45% of Purple’s outstanding shares.


Purple’s board of directors responded by forming a special committee to evaluate the proposal, which approved the adoption of a limited-duration shareholder rights plan, or poison pill, which expires on Sept. 25, 2023. The plan will be exercised if a person or group acquires 20% or more of Purple’s common stock. It will also be triggered if a current shareholder who owns 20% or more of the company’s stock acquires additional shares.

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