Emma Reid is the newly appointed Director of Sustainability at Sleep Country Canada, leading sustainability strategy across Sleep Country Canada, Simba Sleep (UK), Endy and Silk & Snow. Previously, she spent five years building the sustainability function at Simba Sleep, helping to achieve B Corp certification and recertification, Science Based Targets, pioneering circular economy initiatives in refurbished mattresses and digital product passports. With a background in engineering, accountancy and commercial leadership, Emma specialises in climate strategy, product circularity, supply-chain sustainability and social impact. She is passionate about helping businesses create measurable environmental and social value while delivering commercial success.