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Ashlee Doonan is director of marketing at Utah-based home furnishings company Malouf.
How would you describe your job to someone who doesn’t work in retail? As director of marketing at Malouf, I lead a team to develop and execute strategies that connect our premium bedding and furniture products with customers across various channels, like retail stores, online marketplaces, and e-commerce sites. I work closely with our sales and creative teams to craft campaigns that not only build brand recognition but also drive sales growth by aligning our messaging, visuals, and customer experience with what shoppers want.
One thing we can’t guess about your job from your LinkedIn profile? One thing people might not guess about my job from my LinkedIn profile is just how much cross-functional collaboration is involved on a daily basis. Beyond the high-level strategic work, I’m constantly coordinating with sales, creative, and product teams, translating big-picture goals into actionable plans across different channels…Also, people might not realize the level of detail and oversight required in managing omnichannel execution—from fine-tuning product listings to optimizing ads and ensuring brand consistency across all digital touchpoints.
What’s your favorite project you’ve worked on? My favorite project was launching in-store displays for a new adjustable base program for the biggest retailer in Canada. It was a rewarding experience because I was involved in everything from the initial planning to the final rollout, ensuring that each display effectively showcased the product’s benefits and aligned with the retailer’s brand standards. This project required strategic thinking, collaboration across teams, and a deep understanding of what would resonate with customers in store. Seeing the displays come to life and knowing they would directly influence customers’ buying experiences was incredibly satisfying.
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Which emerging retail trend are you most excited about right now, and why? One retail trend I’m excited about right now is the rise of personalized shopping experiences, especially as it blends digital tools with in-store interactions. Today’s consumers expect more tailored experiences, and advanced data analytics and AI tools are making it possible for brands to offer product recommendations, customized offers, and personalized messaging that feel relevant and timely. This trend is transforming how customers interact with brands both online and offline, creating more cohesive and meaningful shopping experiences…I’m especially excited because, in the home and bedding industry, personalized shopping allows us to guide customers toward products that fit their unique needs, whether that’s a mattress for a specific sleep style, the perfect sheets, or an adjustable base.
What’s your go-to coffee order? Iced chai with vanilla cold foam.
Worst piece of advice you’ve received? “Stick to what you know.”
What was your favorite retail product when you were 15, and what’s your favorite retail product now? When I was 15, my favorite retail product was probably a new pair of sneakers. I remember loving how a good pair could instantly upgrade my style and express a bit of my personality…Now, my favorite product would probably be something from the home or bedding space—maybe a high-quality set of sheets or an adjustable bed base. I’ve come to appreciate products that make a real difference in my daily life, like those that improve comfort, sleep, or relaxation at home. There’s something satisfying about investing in a product that brings daily comfort and helps create a space you love, which feels like a different, but still meaningful, kind of self-expression.