Former Williams Sonoma executive Catherine Sylvester joined Interior Define this summer as the brand of customizable digital furniture prepares for rapid expansion across the country. It will be Sylvester’s job to accelerate brand awareness for the growing company and help shape its identity.
During his 19-year tenure at Williams-Sonoma, Inc., Sylvester served as Chief Marketing Officer in launching The Key, Williams-Sonoma, Inc.’s cross-brand loyalty marketing program, which now has a broad base of members. Across Williams-Sonoma, Inc.’s portfolio, Sylvester has played a critical role for emerging businesses — much like Interior Define, Interior Define said at the time of Sylvester’s appointment in July. Sylvester led the marketing team that resulted in a significant increase in annual revenue for the West Elm brand from 2005 to 2018. Sylvester also transformed Pottery Barn’s brands into a digital-focused advertising strategy, contributing to sales growth meaningful and profitable.
Sylvester is the newest addition to the management team at Interior Define, which was named one of Inc’s Best Workplaces of 2022.
“[Interior Define] is a high-growth company that is agile, data-driven and innovation-driven,” Sylvester said in the release. “One of the main reasons I joined Interior Define was the opportunity to be more active not just with marketing, but with all functional areas of the business. “I hope to tap into the appetite of Interior Define to diversify marketing investment and spend into strategies that not only increase revenue, but also drive customer awareness and engagement.”
Interior Define had planned more than 30 physical store openings across the country this year, which will allow its customers to touch and see all of its customization options in person. It is also looking for larger store footprints to accommodate its growing assortment. Last month, the company entered the bedroom category with eight customizable bed frames as well as nightstands, dressers and other furnishings, and introduced a new dining room collection.
Managing Editor Allison Zisko first joined HFN in 1998 and spent many years covering the tabletop category before expanding her scope to all home furnishings. In her current role, she oversees all aspects of HFN, including its print and digital products, and represents the brand domestically and internationally through presentations, panel discussions, and HFN’s podcast, The Inside Scoop. .