Bedding industry veteran Charlie Torrez has joined Woburn, Massachusetts-based Spring Air International in the newly created position of director of sales.
Torrez has more than 10 years of bedding industry experience from senior roles at Mattress Firm and Intellibed. He will play a key role in the development of the national brand’s sales strategy and its training and development program, reporting to Nick Bates, Spring Air president.
“Charlie is an accomplished leader with a long history of successfully generating top-line growth and sales development for one of the biggest mattress retailers in the country. He also has substantial experience in performance management and continuous improvement,” Bates said. “His extensive retail experience translates to a deep understanding of the needs of our dealers and retail sales associates, which makes him a very strategic addition to our team. I am confident he will execute our corporate vision in a way that will further support the success of our retail partners. We’re very excited to have him aboard.”
Previously at Mattress Firm, Torrez served as director of divisional talent planning and field development, responsible for overseeing 1,400 team members spanning 700 locations in the Mid-Atlantic division. He started his career with Mattress Firm as regional development director for a region encompassing Denver and San Leandro, California, that included 110 retail locations and 12 midlevel direct reports.
After leaving Mattress Firm, Torrez went to Intellibed where he was director of sales for the East Coast. He began with the company as a key account executive and managed new product rollouts, training and launch events before being promoted to the director position.
“This is a pivotal time for Spring Air. The company is on a significant growth trajectory, and I look forward to contributing to its further ramp up,” Torrez said. “Strengthening the company’s sales training program is another key priority for me. It will give us yet another unique tool that we can offer our licensees and retail partners.”