Monday, 31 August 2020 15:59

Vell Recruits Overstock CDO/ CTO to MattressFirm Featured

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Sumit Goyal

EVP, Product and Omni-Technology

> Location: Houston, TX. Relocation from Salt Lake City, Utah
> Industry: Digital Commerce & Omni Channel
> Other experience: Chief Technology Officer (CTO), Internet Retail | Chief Digital Officer, Omni-Channel
> Ownership: PE-backed
> Diversity

Sumit Goyal is Mattress Firm’s Executive Vice President of Product and Omni Technology. He is a technology visionary and creative leader who has experience building high performance engineering & product teams, and systems. He has an extensive background in leading business transformations using innovative technology and products to bring customers and businesses closer.

Prior to joining Mattress Firm, Sumit served as Chief Digital Officer at and led the digital group responsible for customer facing assets such as mobile websites and applications, and desktop website. While managing a department of upwards of 350 technology employees, he led the adoption of multiple award-winning technologies and experiences like Augmented Reality, real-time customer retargeting platforms and mobile apps. 

Under his leadership, his team was able to streamline customer experience through UX and product improvements which led to better engagement and conversion. Additionally, he set up a vision and execution plan to break out monoliths to micro and macro services, resulting in best in class partner and customer platforms. 

Sumit earned his BS in Computer Science from the National Institute of Technology Kurukshetra and is a member of the Berkeley Executive Leadership Program. 

About Mattress Firm

Since 1986, Mattress Firm has made it easy to get a great night’s sleep by providing our customers an expertly curated collection of quality mattresses from the best brands. Today, with more than 2,500 neighborhood stores, we strive to be America’s most trusted authority on sleep by placing our customer at the center of everything we do. Our experts help more than three million people a year find the right solution for their sleep needs. Our selection of mattresses and bedding accessories include leading brands such as Serta®, Simmons®, Tempur-Pedic®, tulo®, Sleepy’s® and Purple®. Committed to serving our communities, the Mattress Firm Foster Kids program, in partnership with the Ticket to Dream Foundation, hosts three collection drives a year in communities nationwide to help foster children get better sleep so they can shape a better future. For more information, visit


Read 967 times Last modified on Monday, 08 March 2021 16:49
Dora Vell

Managing Partner

Dora Vell is the CEO of Vell Executive Search, a boutique executive search firm in Boston that recruits technology executives and board members for companies ranging from promising tech startups to Fortune 100 companies. Throughout her 22-year career in executive search, she has successfully completed hundreds of assignments, placing board members, CEOs, COOs, CIOs, technology officers, vice presidents and many other C-level executives. Vell’s clients span both private and public companies and her work has included searches in markets large and small across the U.S. and Canada.

Prior to founding Vell Executive Search in 2005, she was a partner at the executive search consulting firm Heidrick & Struggles for seven years. She started in the Technology Practice in the Toronto office, became the firm’s Technology Practice leader for Canada, and then joined the firm’s Boston office.

Before her career in executive search, Vell worked for 11 years at IBM Canada in software-related roles of increasing responsibility. She started as a software engineer, managed a software engineering team of 100, and then led software sales for IBM Canada. She holds seven worldwide software patents. This deep industry understanding has helped Vell Executive Search become a recognized leader in finding senior executive and board talent for software and SaaS companies.

Vell is a recognized industry thought leader who has published several reports on governance and leadership topics. She has been frequently quoted as an expert on executive and board leadership by outlets such as The Wall Street Journal, Forbes, Business Week, Fortune, Agenda Week, MSNBC, Mass High Tech, The OPUS for the World Economic Forum, Boston Business Journal, The Globe & Mail, CIO Magazine, and IEEE. She has been a featured speaker on leadership at numerous conferences and at Columbia University's MBA program.

Vell has been a Fellow of the National Association of Corporate Directors (NACD) and the Boston CEO Roundtable. She has served on the boards of Framingham State University, Entrepreneur's Organization, Goodwill, Mary Centre for Developmentally Handicapped Adults,, and RBC Capital Partners.

The trilingual daughter of a diplomat, Vell grew up in Canada, Greece, France, Switzerland and China. Her unique multicultural and international perspective, experiences as a woman in the male-dominated software field, and insights as a dual Canadian and U.S. citizen inform all her work for clients.

Vell received an MBA from the University of Toronto, a master’s in Computer Science from the University of Waterloo, and a bachelor’s in Computer Science from Carleton University.  She has also completed the MIT Entrepreneurial Master’s program.

Areas of Practice:

  • C-Level Technology Executives
  • CEOs, CROs, Heads of Sales, Heads of Marketing, Chief Product Officers
  • Technology Officers: CTOs, CIOs, Heads of Engineering, CISOs, Chief Data Officers
  • Board Directors
  • Diversity Executives and Board Directors
  • Canadian Executives and Board Directors


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