Cheryl recently made the leap from breakdowns to beds as she moved from the Automobile Association (‘The AA’) to eve sleep, the European sleep wellness brand. Having joined the Automobile Association (“The AA”) as head of Group Marketing in 2015 to learn about direct to consumer marketing, she progressed to Marketing Director in 2017, spawning a really quite remarkable singing baby along the way. Her early career was in FMCG, where she coaxed, corralled and challenged a range of ‘love or hate’ brands, such as Marmite, Pot Noodle, Peperami and Axe (Lynx for the Brits amongst us) to growth, before heading over to the exciting world of frozen foods with Birdseye Iglo group. No, really, she did find the annual pea harvest quite exciting…. Her motto? ‘Standing on the shoulders of giants’.