Dearfoams has named Patricia Cho to the post of vice president, head of brand marketing.
Cho, who started on Monday, will lead the slipper brand’s marketing strategy and execution. She reports to Justine Suh, Dearfoam’s president, and will be based in RG Barry’s Boston office.
“Patty’s appointment marks a bold new chapter for Dearfoams,” said Suh. “Her ability to connect brand storytelling with performance marketing is second to none, and her leadership will be instrumental as we expand our reach, sharpen our voice, and bring even more consumers into the world of Dearfoams.”
“This is a brand with an incredible foundation that has been a household favorite with millions of consumers each year,” Cho said. “I’m energized by the opportunity to build on that legacy and amplify our message to drive meaningful, strategic growth across both familiar and untapped categories.”
Prior to Dearfoams, Cho was vice president of brand marketing at SharkNinja, where she built the brand marketing function from the ground up through launching category-defining products and expanding global reach to drive significant growth across a $1.1 billion portfolio. Major product launches include the company’s entry into robotic vacuums, the $60 million debut of the Ninja Foodi Grill, and the brand’s first premium cordless vacuum, which helped grow the stick vaccum market share from 25 percent to 32 percent in just one year.
Before SharkNinja, Cho was head of global advertising, planning and media at sneaker firm Reebok. While there, she led campaigns for breakout product lines that include EasyTone and ZigTech, contributing to over 10 million units sold globally. She also launched Reebok Sweets and secured high-impact partnerships with Mattel and Hasbro.
Cho is a seasoned marketing executive with more than two decades of experience. And beyond traditional marketing roles, Cho also had key leadership responsibilities in M&A integration, global go-to-market strategies and direct-to-consumer business planning through her consultancy, Westvale Associates.
Dearfoams parent RG Barry has a new majority owner after it was acquired last year by Marubeni Growth Capital U.S., which is the U.S. subsidiary of Tokyo-based Marubeni Corp.