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HARRY’S TEARDOWN: FXI is one of North America’s largest manufacturers of flexible polyurethane and polymer foam. If you’ve ever slept on a mattress, sat on a couch, ridden in a car, or been a patient in a hospital, there’s a decent chance FXI’s foam was somewhere between you and the hard surface underneath you.

They operate 34 manufacturing and distribution facilities across North America, hold 400+ patents, and can reach 97% of U.S. customers within 48 hours.

The company was born in 2009 out of the assets of Foamex International (a mid-century industrial foam pioneer), and in 2019 their private equity owner, One Rock Capital Partners, merged FXI with Innocor — a deal valued at roughly $850 million that brought in DTC consumer brands (Novaform, Sleep Innovations) and a premium performance-sleep brand called Molecule. Bain Capital Private Equity retained a minority stake in the combined entity.

FXI is not a foam company that happens to sell online.

It’s a vertically integrated manufacturer with $1 billion-plus in revenue that is in the middle of a deliberate, PE-backed transformation from industrial B2B supplier to consumer brand company — and the ecommerce piece is one of the highest-margin, highest-growth levers in the entire portfolio. The company’s B2B OEM foam business (selling bulk foam to mattress brands, furniture manufacturers, automotive suppliers, and medical device companies) runs at 18-25% gross margin.

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Their retail finished goods (Novaform at Costco, Sleep Innovations on Amazon) run at 25-35%. But their DTC specialty brand — Molecule — runs at 40-55% gross margin with an AOV north of $1,200. Molecule has equity-holding athlete ambassadors (Russell Wilson, Michael Phelps, Alex Morgan), a patented Air-Engineered™ foam technology with 7x airflow versus competitors, and an exclusive retail partnership with Mattress Firm for the CopperWELL™ collection.

And as of today, Molecule accounts for only about 5-8% of FXI’s total revenue.

That gap between where Molecule IS and where it COULD BE is why this VP of Ecommerce role exists.

In January 2026, FXI created a brand-new C-suite role: CMO & General Manager, Specialty and Ecommerce. They appointed Laura Brewick, a 21-year mattress industry veteran who had spent the prior two years as FXI’s Chief Product Officer.

Brewick knows foam chemistry, product-to-retail commercialization, and retail buyer negotiations cold — she relaunched 70% of the Simmons (Beautyrest) product line during her tenure there and delivered 48%+ sales growth on the Beautyrest Hybrid category. But she’s likely the first to tell you she needs a digital-native operator underneath her to build and run the DTC growth engine, the Amazon marketplace strategy, and the retail media playbook across Costco.com, MattressFirm.com, and Walmart.com.

That digital-native operator is the VP of Ecommerce.

The US adjustable bed and mattress manufacturing industry is a $1.98 billion market. It’s mature, it’s consolidated (the top 3 companies control 94%+ of revenue), and it’s volatile — revenue dropped 23.4% in a single year during the 2022 downturn.

Oddly enough, the DTC channel within this industry is the fastest-growing segment.

The Better Sleep Council reports that consumer willingness to buy a mattress online grew from 27% in 2016 to 54% in 2023. That inflection point hasn’t fully played out yet, and FXI — with its manufacturing cost advantage, its patent portfolio, and its athlete-endorsed premium brand — is positioned to capture a disproportionate share of that growth.

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The broader polyurethane foam market is considerably larger: $7.5-12.8 billion in the US alone, growing at 5-8% CAGR through 2032. FXI’s total addressable market for its full portfolio (B2B foam + retail finished goods + DTC specialty + medical) is north of $20 billion domestically. At $1.0-1.5 billion in estimated revenue, they’re capturing roughly 5-10% of that TAM. There is meaningful room to grow.

Here’s who FXI’s DTC customer actually is.

Molecule’s “slam dunk” buyer is a household earning $150K+, performance-focused, health-conscious, and views sleep as a competitive advantage — not just rest. They’re emotionally invested in their sleep stack the same way they’re invested in their training equipment.

They fear under-recovering and losing their performance edge. They’re mad about mattresses that sleep hot. Their daily frustrations are waking up sweaty at 2AM, feeling groggy despite 8 hours of sleep, and dealing with back and hip pain from their current mattress.

Typically, they make emotion-driven purchasing decisions with post-hoc logic rationalization. And they’re potentially joining the brand — not just buying a product — particularly if the athlete ambassador identity creates a tribe.

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For the Novaform buyer at Costco ($75K-$120K HHI, value-oriented, trusts Costco as a quality filter) and the Sleep Innovations buyer on Amazon (similar income, more price-sensitive, heavily influenced by reviews, minimal brand loyalty), the VP’s job is different: it’s about operational efficiency, branded spend optimization, first-party data capture, and margin protection. These are not aspirational brands. They are volume engines that, if managed correctly, throw off cash that funds Molecule’s growth.

Why should a talented VP of Ecommerce want this role? Three reasons.

First, the mandate is real. The CMO seat was literally created in January 2026, immediately after FXI completed a $1.2 billion debt restructuring in November 2025. That sequence is not a coincidence. The restructured debt terms require improved EBITDA, and the company’s leadership believes DTC/specialty margin is the fastest path to it. The VP of Ecommerce is not joining a company that’s “thinking about” ecommerce. They’re joining a company that bet its post-restructuring strategy on it.

Second, the infrastructure opportunity is greenfield. There is no legacy ecommerce team or broken playbook to inherit and dismantle. The VP gets to build: the martech stack, the CRM, the email/SMS flows, the attribution model, the Amazon PPC architecture, the retail media strategy, and the Molecule DTC growth engine — all from scratch. For the right person, this is the career-defining build.

Third, the economics are structurally favorable. FXI makes its own foam. It doesn’t buy product from a supplier, mark it up, and pray the margin holds. It formulates the polymer, pours the foam, fabricates the finished product, and ships it. That vertical integration means FXI’s cost basis on a $1,500 Molecule mattress is dramatically lower than a DTC competitor who buys foam from — well, from FXI. The VP of Ecommerce at FXI has a structural unit economics advantage that no pure-play DTC mattress brand can match.

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The company’s CEO, Harold Earley, has been with FXI since 2009, initially as CFO and COO, and has served as President & CEO since 2018. He’s a CPA by training — which means the financial discipline is real, the P&L expectations are specific, and the VP of Ecommerce will be measured on contribution margin and EBITDA contribution, not vanity metrics.

🟥 JOB SEARCH GOT YOU STUCK? Book an hour with VP/CMO ecommerce recruiter, Harry Joiner, who prepared this analysis. Includes a 3-month membership to NEXTgig™

ABOUT THE ROLE

FXI’s VP of Ecommerce will own and scale the company’s entire ecommerce business — a multi-brand, multi-channel portfolio spanning Amazon, Costco.com, Walmart.com, MattressFirm.com, and moleculesleep.com — with full P&L accountability for strategy, revenue, profitability, and execution. Your mission will be to

1.) build the DTC growth engine for Molecule (FXI’s highest-margin, highest-potential brand),
2.) optimize Amazon and retail partner ecommerce performance across Novaform and Sleep Innovations, and
3.) architect the first-party data and martech infrastructure that FXI currently lacks.

This role reports directly to the CMO & GM, Specialty and Ecommerce, and carries a 3-5 year digital commerce vision and roadmap mandate.

THIS IS NOT A TURNAROUND — the manufacturing platform is already at scale. This is a commercial transformation: converting a legacy B2B foam manufacturer into a consumer brand powerhouse through ecommerce.

Areas of Oversight

Ecommerce Strategy & P&L Ownership

Own the end-to-end ecommerce P&L across all digital channels — Amazon (1P and 3P), Costco.com, Walmart.com, MattressFirm.com, moleculesleep.com — with full accountability for revenue, contribution margin, and EBITDA contribution by brand.
Develop and execute a 3-5 year digital commerce vision and roadmap that sequences investment across Molecule DTC (highest margin), Amazon marketplace optimization (highest volume), and retail partner ecommerce (Costco.com, Walmart Connect) in a way that maximizes total portfolio gross profit, not just top-line revenue.
Build the ecommerce P&L from scratch using contribution margin as the governing constraint — not ROAS. Define allowable CAC by brand and channel based on customer lifetime value, not ad efficiency ratios.
Partner with finance to create a single, trusted ecommerce P&L that reconciles marketing spend, media costs, platform fees, fulfillment, and returns at the brand-and-channel level. Prevent the “ROAS looks great but contribution margin is flat” blind spot that kills mid-market ecommerce businesses.

Amazon & Marketplace Strategy

Lead Amazon channel strategy and performance optimization across three brands with fundamentally different Amazon roles: Sleep Innovations (Amazon-native, volume play), Novaform (Amazon-secondary, Costco-primary), and Molecule (Amazon-complementary to DTC). Extend this discipline to Wayfair and other key marketplaces, while maintaining primary focus on Amazon, Costco.com, Walmart.com, and MattressFirm.com.
Execute a branded spend optimization program per the Bucket Analysis framework: audit all PPC campaigns to separate branded, competitor, and generic spend; calculate Cannibalization Scores for each brand; apply gradual taper on Sleep Innovations branded spend (target: under 10% of total PPC on branded within 90 days) while redirecting budget to competitor conquesting and category discovery.
Important caveat on Novaform: The 2023 mold recall (48,000 units, 541 consumer complaints) remains a live brand liability. Any branded PPC or Brand Story work on Novaform must proactively navigate or address recall-related negative content and reviews to avoid amplifying consumer exposure to it.
Build Premium A+ Content, Brand Story modules, and Amazon Posts cadences for all three brands — with separate creative strategies per brand. For Molecule, deploy athlete ambassador creative (Wilson, Phelps, Morgan) across Sponsored Brand ads, Brand Story, and a disciplined 3x/week Posts cadence.
Activate Brand Referral Bonus and Amazon Attribution tracking across all off-Amazon traffic sources (athlete social content, Google Shopping, email) to close the incrementality measurement loop and prove off-platform ROI.
Manage Amazon Experiments (A/B testing) with a disciplined sequencing protocol: title → main image → A+ content → bullet points. Define success thresholds per brand (Molecule: +1pp CVR; Sleep Innovations: +0.5pp CVR). Log every experiment result in a shared playbook.
Enable B2B pricing on Amazon for BodyZone medical foam SKUs to capture hospital and institutional procurement through Amazon Business — a zero-incremental-CAC channel.

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DTC & Molecule Brand Acceleration

Build and scale the Molecule DTC growth engine on moleculesleep.com — this is the single most commercially important initiative in FXI’s marketing organization.
Architect and deploy the full DTC performance marketing stack: paid social (Meta, TikTok), Google Shopping, SEO, email/SMS lifecycle flows, and conversion rate optimization on moleculesleep.com.
Design the Molecule Sleep Essentials continuity program — an annual subscription for pillow replacement, topper upgrade, and performance bedding accessories — to convert one-time $1,500 mattress purchases into predictable recurring revenue.
Leverage Molecule’s athlete ambassador assets (Russell Wilson, Michael Phelps, Alex Morgan equity holders) for a content-led organic acquisition strategy: weekly podcast/shorts/long-form sleep science content that ranks organically for “sleep recovery,” “athlete sleep,” and “best mattress for athletes” queries.
Own the Molecule conversion funnel: product page optimization, checkout flow, financing integration (Affirm or equivalent), 100-night sleep trial messaging, and post-purchase email nurture to drive accessory cross-sell and referral.

Retail Media & Partner Ecommerce

Negotiate and manage retail media programs across Costco.com (Novaform), MattressFirm.com (Molecule CopperWELL), and Walmart Connect (Sleep Innovations/Novaform toppers) — treating each platform as a separate marketplace with its own PPC logic, audience dynamics, and ROI thresholds.
Own the Novaform digital merchandising relationship with Costco.com: negotiate dedicated banner placements, email inclusion, and search positioning as part of the vendor agreement renewal.
Deploy the 12-feature Amazon toolkit across all brands: Premium A+ Content, Brand Story, Keywords in Q&A, Virtual Bundles, price testing, Manage Your Experiments, Customer Engagement Emails, Brand Referral Bonus, Amazon Posts, Brand Profile, Review Hygiene, and Core Metrics Dashboard.

First-Party Data & Martech Infrastructure

Build the martech infrastructure FXI currently lacks: CRM/CDP, email service provider (Klaviyo or equivalent), analytics/attribution platform (Northbeam, Triple Whale, or Amazon Marketing Cloud), and a data warehouse connecting Amazon Seller/Vendor Central, Costco.com, and moleculesleep.com into a unified reporting layer.
Launch a product registration program (QR code in-box, warranty activation) across Novaform and Sleep Innovations to capture purchaser emails, sleep preferences, and product data — creating a CRM asset FXI currently has near-zero first-party consumer contacts for. This is a critical capability-dissipation gap: FXI manufactures hundreds of millions of dollars of finished consumer goods (especially Novaform via Costco) but currently owns almost none of the resulting customer relationships, as retailers control the data.
Negotiate first-party data sharing (email opt-in at purchase, post-purchase survey access) into every retail media co-investment agreement — ensuring FXI owns the customer relationship over time rather than perpetually renting audiences from Costco, Amazon, and Walmart.

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Team Building & Operational Cadence

Build and lead a high-performing ecommerce team with clear ownership by brand and channel. Define roles, hire key talent (Amazon specialist, DTC growth marketer, email/lifecycle manager, ecommerce analyst), and establish operating cadence (weekly PPC reviews, monthly P&L reviews, quarterly roadmap resets).
Partner cross-functionally with Product (Brewick’s team) on ecommerce-optimized assortments and launch plans, with Supply Chain on inventory/pricing/fulfillment alignment, and with the B2B sales organization on channel conflict management.
Establish a review response SOP for all consumer brands: daily automated alerts for 1-3 star reviews, 24-hour response target, root cause logging into a shared product brief, and policy-compliant removal requests for outdated recall-era reviews on Novaform ASINs.

🟥 JOB SEARCH GOT YOU STUCK? Book an hour with VP/CMO ecommerce recruiter, Harry Joiner, who prepared this analysis. Includes a 3-month membership to NEXTgig™

QUALIFICATIONS

EDUCATION & CERTIFICATION

Bachelors degree in business, marketing, finance, or a closely related discipline. MBA or equivalent experience preferred but not required if the candidate’s track record speaks for itself.

FUNCTIONAL COMPETENCIES — SKILLS, KNOWLEDGE & EXPERIENCE

10+ years in ecommerce, digital commerce, or omnichannel retail, with at least 3-5 years of full P&L ownership in a PE-backed or high-growth environment where contribution margin mattered more than revenue.
Deep Amazon expertise across both Vendor Central (1P) and Seller Central (3P) models — including PPC campaign architecture, branded spend optimization, A+ Content, Brand Story, Amazon Experiments, Brand Referral Bonus, Amazon Marketing Cloud, and the strategic discipline to know when branded spend is wasteful defense versus genuine demand capture.
Proven track record building or scaling a DTC ecommerce channel from early stage to meaningful revenue ($20M+ annual run rate) — including paid social (Meta, TikTok), Google Shopping, SEO, email/SMS lifecycle flows, and conversion rate optimization.
Experience managing multi-brand ecommerce portfolios where each brand serves a different customer, occupies a different price tier, and sells through different channels. Must be able to build separate strategies for a premium DTC brand, a mass-market Costco brand, and an Amazon-native value brand simultaneously without conflating them.
Hands-on experience with retail media platforms (Costco.com, Walmart Connect, Instacart, or equivalent) — not just Amazon. Must understand how to negotiate co-investment terms, manage sponsored placements, and measure incrementality across retail partner digital properties.
Strong financial fluency: ability to build and manage a multi-brand ecommerce P&L, calculate contribution margin by SKU and channel, set CAC limits based on LTV, and communicate unit economics in language that a CPA-trained CEO and PE board will trust.
Experience selecting, implementing, and operationalizing a martech stack in a company that previously had none (or nearly none) — CRM, ESP, analytics, attribution, CDP. Must have done this before, not just inherited a stack that was already running.
Nice-to-have: Experience in home goods, bedding, mattress, CPG, or health/wellness verticals. Experience with subscription commerce or continuity programs. Experience managing athlete or influencer ambassador programs as a component of DTC acquisition strategy.

LEADERSHIP & MANAGEMENT COMPETENCIES

Ability to lead up as well as down. The CMO is a retail merchandising expert, not a digital-native — the VP of Ecommerce must be comfortable presenting strategy recommendations, defending data-driven decisions, and educating senior leadership on digital commerce concepts without being condescending or losing patience.
Demonstrated ability to build a team from scratch — hiring, onboarding, structuring, and retaining ecommerce talent in a company where the function is new and organizational support systems are still being built.
Cross-functional influence: must partner effectively with product, supply chain, finance, and B2B sales — all of which have established power bases in a manufacturing organization where ecommerce is the new kid.
Agency and vendor management — ability to select, brief, hold accountable, and when necessary replace external partners for Amazon management, paid media, creative production, and technology implementation.

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PERSONAL CHARACTERISTICS

Intellectually honest. Willing to say “the data says X, even though we hoped for Y” in a room full of people who hoped for Y.
Builder mentality. Energized by creating something from nothing — not maintaining something someone else built.
Financially disciplined. Understands that in a debt-constrained environment, every dollar of marketing spend must earn its way. No vanity metrics, no “brand awareness” without a measurement framework.
Comfortable with ambiguity and organizational change. FXI is mid-transformation. Processes are forming, not formed. Authority is being defined, not inherited. The right person sees this as an opportunity, not a frustration.
High integrity. FXI’s leadership values explicitly prioritize transparency and ethical standards. This is not a culture where aggressive spin or inflated projections are tolerated.
Bias for action tempered by analytical rigor. Moves fast, but not recklessly. Tests before scaling. Measures before claiming credit.
Resilience. This is a PE-backed, debt-restructured, mid-transformation industrial company adding a consumer-facing digital growth engine for the first time. There will be friction. There will be setbacks. The right person is energized by that, not defeated by it.

To apply for this job please visit myjobs.adp.com.

ABOUT THE ROLE

Areas of Oversight

QUALIFICATIONS

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