Dreams has appointed Siobhan King as its new Chief Marketing Officer.
Siobhan joined Dreams in July 2025, bringing extensive experience of leading high-performing marketing teams at some of the UK’s most recognised high-street brands, including Game Digital, Office and New Look. Most recently, Siobhan served as Marketing Director at Pandora, the £450m affordable luxury jewellery retailer.
As CMO, Siobhan will lead all aspects of Dreams’ marketing and advertising activity, including its in-house design studio and internal communication team. Siobhan will continue to execute Dreams’ long-term growth strategy, strengthening brand presence and building on existing meaningful connections with customers and colleagues alike.
Siobhan succeeds Jo Martin in the role, who left Dreams in July to explore a new chapter in the freelancing space. Dreams extends its warm thanks to Jo for her significant contribution and wishes her well in her next venture.
“I am delighted to welcome Siobhan to Dreams," says Jonathan Hirst, CEO of Dreams. "She brings a proven track record of leading dynamic teams and I’m confident she will make a big impact as we continue to evolve the Dreams brand and deepen our relationships with customers.
"I would also like to thank Jo Martin for her significant contribution and strong leadership during her time with us. She leaves with our immense gratitude and best wishes for her future.”
