Geoffrey Sanders

Chief Marketing Officer at Firstleaf


Geoffrey Sanders is the current Chief Marketing Officer at Firstleaf. Prior to this, they were with Bain & Company as an External Advisor from July 2020 to September 2020. Geoffrey was also with Casper as the SVP, Growth Marketing & Analytics / Head of eCommerce from July 2018 to July 2020.

At Casper, Geoffrey led a team of 30+ people with a budget of $100MM+. Their responsibilities included the $300MM+ North America eCommerce P&L, enterprise-wide analytics and data science, and all customer acquisition and retention initiatives across paid media, lead generation, site conversion optimization, and CRM. The media channels they oversaw included TV, SEM, affiliates, display, digital video, paid social, direct mail, podcasts, radio and OOH. Geoffrey was also a member of Casper's Senior Leadership team.

Under Geoffrey's leadership, Casper North America eCommerce achieved ten of the highest sales months in company history. Geoffrey also scaled the direct mail acquisition program and email retention program by 50%+ YoY. In addition, they were invited to Google’s Direct-To-Consumer Council and Hulu’s Client Council for leading marketers. Lastly, they achieved leading employee engagement scores for management, innovation, teamwork & development.

Geoffrey was highly involved in Casper's initial public offering process and was one of six company presenters on Casper's sell-side analyst day.

Geoffrey Sanders earned their BS in Biology and Economics from the Massachusetts Institute of Technology. Geoffrey then went on to earn their MBA in Business Administration and Management, General from Northwestern University - Kellogg School of Management. Geoffrey also has a High School Degree in High School/Secondary Diplomas and Certificates from Trinity School. Geoffrey has also attended The Allen Stevenson School for Elementary and Middle School. Geoffrey has received certification from Wine & Spirit Education Trust in WSET Level 1 in Wine, from General Assembly in Certified Marketer Level 1, from Development Dimensions International in Targeted Selection, and from Wine & Spirit Education Trust in WSET Level 2 in Wine (with Merit).

Geoffrey Sanders reports to Philip James, Chief Executive Officer. They work with Meg De Keukelaere - Chief People Officer, Carolin Meier - Chief Wine Officer, and Greg Kryder - Chief Financial Officer.


  • Chief Marketing Officer

    Current role

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