How Endy Flipped Sleep Marketing to Focus on Mornings

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Julia Cooper, Vice President of Brand and Marketing at Endy. Endy revolutionized Canada's mattress industry by being the first to deliver premium mattresses in a box, disrupting traditional brick-and-mortar retail with 2-day delivery across Canada. Julia shares how Endy transformed from a direct-response focused startup into a brand-first company by flipping conventional sleep marketing on its head - positioning themselves around the energy and potential of mornings rather than the fatigue of bedtime. Through strategic partnerships with Tim Hortons and the WNBA, innovative regional localization in Quebec, and a disciplined approach to influencer marketing, Endy has built a distinctly Canadian brand that drives both awareness and performance. Topics Discussed: Transitioning from direct-response to brand marketing in D2C Disrupting sleep industry marketing by focusing on morning outcomes Strategic scaling of influencer programs from "always on" to campaign-driven Regional localization strategies for culturally distinct markets Leveraging partnerships and sponsorships for brand awareness and growth Implementing AI experimentation mindset across marketing teams Building authentic brand partnerships that drive both awareness and performance