‘Improving sleep all around the world’: UK alum becomes a brand leader at Tempur Sealy

LEXINGTON, Ky. (March 19, 2025) — From learning at the University of Kentucky to leading brand initiatives at Tempur Sealy International, Virginia Groppo has built her career on a foundation of passion, strategy and hands-on experience.

Born in Wilmore, Kentucky, Groppo was raised in a family with deep ties to UK — her father is a professor at the Stanley and Karen Pigman College of Engineering, and her sisters are both alumnae. Groppo knew early on that UK would play a key role in shaping her future.

“From the minute I first stepped onto UK’s campus, it just felt like home,” Groppo said. “The classes, campus activities, honors program, clubs, course projects and working in the textile testing lab were all part of the learning journey, helping me to gain the confidence and develop the skills I needed in my career.”

An alumna of the merchandising, apparel and textiles (MAT) undergraduate program and the graduate program in the Department of Retailing and Tourism Management (RTM) at the Martin-Gatton College of Agriculture, Food and Environment (CAFE), Groppo says that UK gave her the right balance of information and inspiration to be successful in her current career at Tempur Sealy.

While at UK, Groppo completed two merchandise internships with the Walt Disney Company, an experience that reinforced her belief that Disney is “more than a theme park;” it is a “brand powerhouse.” From there, Groppo’s inspiration for understanding more about the mechanics of managing a successful brand grew. Her Disney internships, combined with her RTM coursework, helped launch her into a career in brand management. 

Today, Groppo is an associate brand manager of Stearns & Foster at Tempur Sealy International, headquartered in Lexington, Kentucky.

Textile Testing Lab is more than a lab

Much of Groppo’s hands-on experience at UK occurred in the Textile Testing Lab. The lab, in the Department of Retailing and Tourism Management at Martin-Gatton CAFE, provides insight into the textile and apparel industry — providing assistance in the development, evaluation or performance of new or existing products.

Under the direction of Elizabeth Easter, Ph.D., RTM and MAT professor and experienced consultant for textiles and textile care, the Textile Testing Lab is where Groppo gained valuable research and laboratory experience.

“Virginia started as a technician in the Textile Testing Laboratory during her undergraduate program and was promoted to senior research assistant with planning, supervisory and training responsibilities,” said Easter, who has more than 40 years of consulting and applied research experience. “She is both detail-oriented and task-oriented and follows a job from beginning to completion.  Furthermore, she is self-motivated and never takes the easy way out.”

While in the lab, Groppo oversaw quality control measures and conducted product development tests on apparel, institutional interior and technical textiles, ensuring adherence to industry standards. In addition, she conducted physical and chemical testing on textiles for organizations including Cotton Inc., LION Apparel, the Association for Linen Management and General Electric.

Groppo conducted a project with General Electric in Louisville and analyzed optimization of heat pump dryer performance to obtain her Lean Six Sigma Green Belt certification. Her research contributed to the development of a new combination washer and dryer manufactured by GE. With the hands-on experience she gained inside and outside of the lab, leading to her degrees and certification, Groppo credits these unique opportunities to UK professors like Easter.

“The faculty and Dr. Easter worked with me through my entire education, and their classes gave me the brand management experience I was looking for,” Groppo said. “I learned to advocate for myself, how to seek out opportunities and ask for what I needed to be successful. I felt very equipped and accomplished by the end of my academic career.”

Becoming a brand manager at Tempur Sealy

After graduating from UK with her master’s degree in 2019, Groppo started her professional career as a brand analyst with Tempur. In 2022, she was promoted to associate brand manager.

In her current role, Groppo works on the Stearns & Foster mattress brand. She has led the development and launch of several multimillion-dollar mattress lines, including the company’s first eco-friendly product, Sealy Naturals.

“You must wear many different hats as a brand manager,” Groppo said. “For instance, sometimes I am working with engineers and must understand the quantitative side of managing a brand. Several of my classes at UK involved creating my own brand or analyzing successful brands’ case studies. The coursework was very relevant to developing the skills that I needed and still use today.”

As an associate brand manager, Groppo believes her role consists of four key areas: business management, brand strategy, product management and marketing planning. Groppo says within these areas brand leaders are striving to better understand their competitors, consumers, brand messaging and future innovations. Recently, Groppo collaborated with cross-functional teams to launch a new mattress at Costco under the Kirkland Signature private label.

For Groppo, there’s never a “one-size-fits-all” approach to brand management — it’s all about being creative and understanding the customers.

“There’s not a cookie-cutter plan for how to create a strong brand,” Groppo said. “You must be creative, think about the customer first and remember that their needs are always changing. At Tempur, it’s so fulfilling to improve the quality of life for others. We are improving sleep all around the world.”

To learn more about the Department of Retail and Tourism Management at Martin-Gatton CAFE, visit https://rtm.ca.uky.edu.