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Shifman Launches Strategic Plan with New Leadership Team

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(L, back) Lisa Frey, Phil Zucker, John Walsh, Bill Hammer; (L, front) Ruth Smith and Alison Minella

Luxury mattress manufacturer Shifman Mattress announced that it is kicking off the new year by introducing a strategic plan and leadership team that have energized the company, says President Bill Hammer.

“Our new and strengthened leadership team is poised to implement a strategic plan that includes enhancing support for our existing customer base, expanding our footprint in targeted areas and rolling out our corporate rebrand,” said Hammer.

Shifman’s focus on better customer support means providing an improved RSA training program, streamlined onboarding experience for new retail partners and elevated marketing assets such as new artwork and printed collateral.

“During the latter part of 2019, we also focused on internal improvements as they relate to people and processes. It’s easy to get immersed in the finest details of handcrafting luxury products the way we do, so it is that much more important that we take time to highlight the people who make The Shifman Difference,” said Hammer.

With Shifman since 2012, General Manager Phil Zucker oversees all departments including manufacturing, sales, marketing and customer service. His extensive experience in both manufacturing and sales provide him the acumen and leadership to manage Shifman’s day-to-day operations and personnel across all departments to develop strategic plans, enforce policies and internally communicate corporate business goals.

Alison Minella, Shifman Marketing Director since January 2018, has 21 years of expertise in business development and marketing. Her demonstrated creativity and leadership have allowed her to spearhead several corporate initiatives including the development of elevated brand positioning, retail advertising, refining the aesthetic design of new products and strengthening the company’s social media content and engagement.

Seasoned sales executive Lisa Frey is the newest member of the Shifman leadership team, hired as National Sales Director last month. Reporting to Zucker, Frey will lead the external sales team to expand distribution and grow the Shifman brand among fine furniture and mattress retailers. She will also be the driving force behind sales training, communications and advertising initiative implementation for Shifman’s retail partners.

Most recently, Frey served as vice president of new business development at branding company Coloredge, where she dedicated 17 years and maintained a book of business worth $1.2 million that included clients such as Bottega Veneta, Boden, Joybird, Beiersdorf, Stella McCartney and Four Seasons.

Rounding out the leadership team are Plant Manager John Walsh and Head of Customer Service and Sales Support, Ruth Smith, who are integral to customer relationships and operations efficiencies.


About Shifman Mattresses: Shifman is a leading designer and manufacturer of luxury, hand-crafted mattresses that are built with the same commitment to quality, integrity and true craftsmanship by which the company was founded on over 125 years ago. A family-owned company, Shifman operates under the management of the Hammer family. Today, the company operates out of an 84,000 square foot manufacturing facility in Newark, NJ. Shifman has a proven track record of creating strategic partnerships with its dealers to increase retail sales and customer satisfaction. For more information, visit www.shifman.com.

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