In an exclusive interview with CanadianSME Small Business Magazine, we sit down with Nuno Bamberg, Senior Vice President of Brand & Marketing at Sleep Country Canada. A visionary brand strategist and business builder, Nuno has been instrumental in reshaping the way Canadians think about sleep—elevating it from a basic necessity to a vital pillar of health and well-being.
Nuno Bamberg is a business builder, brand strategist, and creative force—shaping how some of Canada’s most iconic and global brands connect with people. As SVP of Brand & Marketing at Sleep Country Canada, he leads with a bold vision: to make sleep a top priority in people’s lives and turn a legacy brand into a culture-driving powerhouse.
With over 20 years of experience leading global brands and building category leaders across industries, Nuno blends sharp commercial thinking with a deep understanding of what drives people and performance.
His career began in creative writing and evolved into a path that’s taken him from the idea room to the boardroom—with measurable impact at every step.
Before joining Sleep Country, Nuno spent nearly a decade at Publicis Groupe Canada, where he led The Pub, the agency’s content and production division. Under his leadership, The Pub became a powerful growth engine, helping drive a near doubling of the agency’s size.
How does Sleep Country incorporate the importance of sleep for overall health into its marketing campaigns, and what role does this play in your long-term strategy?
For over 30 years, at Sleep Country, we’ve proudly championed the importance and power of sleep, knowing it plays a vital role in overall health and well-being. Sleep is foundational to both physical and mental health, yet in today’s fast-paced world, it’s often pushed aside.
We believe that even small improvements in sleep can make a meaningful difference in people’s lives. That’s why we focus on removing friction—offering better products, expert advice, and accessible solutions that meet Canadians where they are.
Campaigns like Stop Sleep Shaming were designed to challenge the idea that rest is something to feel guilty about. Instead, we encourage Canadians to give themselves permission—when they can—to choose sleep and recovery without compromise.
This approach isn’t just campaign thinking—it’s long-term brand strategy. As we continue to grow, we’re focused on leading the sleep retail category by combining trusted expertise, a portfolio of beloved brands, and a customer experience that puts consumers first.
By keeping sleep at the centre of everything we do, we’re not only strengthening our position in the market—we’re helping Canadians unlock the everyday benefits that come with sleeping better.
Can you elaborate on the strategy behind the ‘Stop Sleep Shaming’ campaign? How do you measure its impact on changing perceptions about sleep in Canadian culture?
The strategy behind our Stop Sleep Shaming campaign was clear: challenge the guilt many Canadians feel around rest and reframe sleep as something to be proud of—not apologetic for. In a culture that often glorifies hustle and burnout, we set out to shift how sleep is perceived and talked about.
We brought this message to life in a fun, engaging, and light-hearted way—using relatable moments to spark conversation and encourage Canadians to see rest as a powerful part of everyday well-being. The campaign wasn’t just about awareness—it was about driving a mindset shift, helping people view sleep as something worth prioritising.
To ensure that message was landing, we built measurement into the campaign from the start.
We consistently measure impact through a combination of consumer research, brand health tracking, digital performance and more.
That includes monitoring sentiment, brand favourability, and how our messages show up in organic conversations. We also track recall and resonance across key customer segments to ensure the story continues to connect.
Stop Sleep Shaming wasn’t a one-off. It marked a bold stance—and one we’ll continue to build on as we champion the importance and power of sleep in Canadians’ lives.
Sleep Country has been innovating with multi-brand stores and integrating online brands into physical environments. How do these strategies enhance customer experience and contribute to the company’s growth?
The integration of multi-brand stores into our physical locations is yet another demonstration of our unwavering commitment to offering Canadians a seamless and personalized shopping experience. People are looking for flexibility in every aspect of their lives now—including how, where, and when they shop—and we want to meet them where they are.
Our multi-brand stores allow customers to explore a curated selection of world-class sleep brands under one roof, giving them the ability to touch, feel, and compare products before they decide. By bringing our brands into physical environments, we remove friction from the path to purchase while strengthening brand trust and awareness.
This strategy not only elevates the customer experience—it also drives strategic growth. It allows us to unlock synergies across our portfolio, increase foot traffic, and capture a broader range of customers who might not have previously walked into a Sleep Country store. It’s a win for the customer and a win for the business.
As a leader in consumer-centric strategies, how does Sleep Country ensure that its products and services meet evolving customer needs, especially in a competitive retail landscape?
At Sleep Country, we’re constantly evolving to meet the changing needs of our customers—because what matters to them, matters to us. We take a deeply consumer-centric approach, fuelled by data, feedback, and meaningful interactions at every touchpoint.
We gather insights through brand health tracking, post-purchase feedback, in-store consultations, and digital behaviour—all layered with broader market intelligence.
These insights don’t just sit in a report—they directly inform our product innovation, service enhancements, and customer journey design.
In a competitive and fast-moving retail landscape, agility is key. Whether it’s launching new sleep solutions, introducing more flexible delivery options, or expanding our offering, we act quickly and decisively based on what our customers are telling us—explicitly or implicitly.
It’s that sharp focus on listening, learning, and acting that allows us to stay ahead while building lasting trust and loyalty.
As a seasoned business leader, what advice would you offer to small and medium-sized businesses looking to enhance their brand visibility and customer service while navigating today’s fast-paced market?
Focus on what makes you different—and make it matter. In a fast-paced, crowded market, small and medium-sized businesses don’t need to be everything to everyone. They need to be meaningful to the right people. Start by understanding your customer deeply—what they value, how they behave, and where they spend their time—and build your brand around those insights.
From there, consistency is key. Whether it’s your store experience, website, social channels, or customer support, every touchpoint should reflect your brand. You don’t need big budgets to show up well—you need clarity, creativity, and care.
Customer service is a powerful brand builder. Be responsive, be real, and be accountable. People remember how you make them feel more than what you sell.
And finally, stay agile. Test, learn, and evolve quickly. What works today might not work tomorrow, so build a culture that embraces change without losing focus.
In the end, visibility without credibility doesn’t go far. But when you’re clear on your values, consistent in your delivery, and connected to your customers, you’ll build a brand that earns trust—and keeps it.
