Mattress, pillow and protector manufacturer ViscoSoft has hired consultant Heidi J. Diamond to direct strategic planning and integrated marketing initiatives.

Diamond will work with the ViscoSoft executive management, marketing and sales teams to position a variety of retail and direct-to-consumer programs for the Charlotte-based company.

“We’re confident that Heidi’s proven track record of success with cross-platform innovation in digital, e-commerce, television, print, out-of-home, radio, sponsorship, events and cause marketing will translate into winning strategies for us, our retail partners and consumers,” said Gabriel Dungan, ViscoSoft founder and CEO.

Diamond has been working together with the ViscoSoft marketing team to identify core consumer segments and ideal messaging directed at each target audience to capitalize on the retailers’ and consumers’ wants and needs. Retailers will see changes in packaging, branding, and promotional efforts beginning with the summer 2017 Las Vegas Market.

Heidi Diamond “We have a great product line and a very aggressive pricing structure but we knew from the beginning that our greatest success would come from combining our branding and marketing efforts together with those of our retail partners. Working with Heidi represents a major leap forward in achieving this goal,” said Dungan.

Diamond, former president of Martha Stewart Living Omnimedia, devised the brand’s launch into furniture, flooring, paint and top-of-bed during her tenure there and is noted for her efforts in repositioning the brand after Stewart’s legal battles. Following Stewart’s incarceration, Diamond took her division from a $10 million deficit to a $50 million revenue gain, domestically and internationally, in less than 12 months. Diamond’s corporate experience includes serving as executive vice president, Sony/Liberty Media/GSN; executive vice president, AMC Networks/AMC/WE/FUSE; senior vice president, Scripps Networks/Food Network as well as chief marketer for a variety of consumer product brands.

“I look forward to increasing ViscoSoft’s presence in the furniture industry by positioning, developing and executing strategic integrated marketing initiatives,” said Diamond. “The brand has a lot of momentum, and we’re excited to continue to build valuable relationships with retailers.”

ViscoSoft has offices in Shanghai, China, and Charlotte, N.C., and has been manufacturing and supplying private label programs for major retail chains for more than 10 years.