Dreams has appointed Siobhan King as its new CMO. Siobhan joined Dreams in July 2025, bringing extensive experience of leading marketing teams at some of the UK’s most recognised high-street brands including Game Digital, Office and New Look. Most recently, Siobhan served as marketing director at Pandora, the £450m affordable luxury jewellery retailer.
As CMO, Siobhan will lead all aspects of Dreams’ marketing and advertising activity, including its in-house design studio and internal communication team. Siobhan will continue to execute Dreams’ long-term growth strategy, strengthening brand presence and building on existing connections with customers and colleagues alike.
Siobhan succeeds Jo Martin in the role, who left Dreams in July to explore a new chapter in the freelancing space. Dreams extends its warm thanks to Jo for her significant contribution and wishes her well in her next venture.
Jonathan Hirst, CEO of Dreams, says: “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.”
Siobhan comments: “I’m excited to join Dreams at such an exciting stage in its growth journey. Choosing the perfect bed is one of the most important decisions people make for their everyday lives, and Dreams has earned its reputation as the UK’s most loved bed retailer through its bed experts and commitment to quality. My focus will be on strengthening that trust, inspiring every customer and helping to deliver an amazing customer experience, so Dreams can continue to be the first choice for customers in the years ahead.”
