High Wycombe, United Kingdom, September 2025 – Dreams has announced the appointment of Siobhan King as its new Chief Marketing Officer (CMO). In this role, she will lead the company’s marketing and advertising strategy while also overseeing its in-house design studio and internal communications teams. Siobhan steps into the position following the departure of Jo Martin earlier this summer.
With a remit to deliver on Dreams’ long-term growth strategy and strengthen its brand presence, Siobhan brings a wealth of marketing leadership experience from some of the UK’s best-known high street names. Most recently, she served as Marketing Director at Pandora, where she played a key role in shaping the jewellery brand’s customer engagement and positioning.
Dreams CEO Jonathan Hirst commented:
“I am delighted to welcome Siobhan to Dreams. She brings a proven track record of leading dynamic teams, and I’m confident she will make a big impact as we continue to evolve the Dreams brand and deepen our relationships with customers. I would also like to thank Jo Martin for her significant contribution and strong leadership during her time with us. She leaves with our immense gratitude and best wishes for her future.”
Prior to joining Dreams, Siobhan worked as a Freelance Marketing Consultant at Pocket Marketing Services Ltd., where she advised leading retail brands on brand development, customer engagement, and go-to-market strategies.
Previously, she was Marketing Director at Pandora, driving brand positioning and marketing transformation across the UK market. Before Pandora, she served as Head of Customer & Cultural Marketing at GAME Digital, where she developed cultural engagement and brand strategies for the gaming retail sector.
Siobhan also spent three years at Office Shoes as Head of Marketing, Customer & Press, leading retail marketing campaigns across the UK. Earlier in her career, she held senior trade and brand marketing roles at New Look, including Senior Group Trade Marketing Manager and Group Trade Marketing Manager, where she oversaw UK/ROI/Europe trade promotions, in-store execution, and performance analysis.
Her earlier experiences include PR & Promotions Manager at House of Fraser and Marketing Coordinator at Peacocks, giving her a comprehensive foundation in brand, retail, and customer marketing.
About Dreams
Dreams has been helping the nation find a bed to love for almost 40 years and is the UK’s most loved bed retailer. With over 2,400 Bed Experts, 225 stores nationwide, 12 delivery centres, and its Bedquarters in High Wycombe, Dreams serves millions of customers every year.
Backed by Somnigroup, the world’s largest bedding company, Dreams remains proud of its British heritage. Its Bed Factory in the West Midlands manufactures over half a million mattresses, headboards, and divans annually, ensuring quality and innovation are at the heart of its products. Dreams continues to focus on building strong customer connections while driving its next phase of growth.
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