The newly added position oversees all US marketing efforts, including the brand’s trade and expanded retail presence.
June 10, 2026; High Point, NC—Theodore Alexander, an industry leader of exceptionally made
casegoods, upholstery, lighting, and home accessories, welcomes the return of Sydney Wells Martin in a newly created role, Vice President of Marketing.
Martin’s return to Theodore Alexander will be focused on leading the omnichannel marketing strategy,
strengthening the brand’s presence and overall market position. Martin will take the lead in developing
and executing integrated marketing campaigns utilizing advertising, public relations, email marketing,
and social media to increase engagement and drive measurable growth for Theodore Alexander. Martin
intends to create a cohesive and elevated customer experience through direct brand storytelling and
increased influencer content strategy across digital, print, showroom, and retail channels.
In addition to elevating the customer experience, Martin will be collaborating closely with in-house designers, sales teams, and external agencies to ensure accurate and impactful product and collection launches across all customer touchpoints.
As a Designers Today 40 Under 40 recipient, Martin’s previous industry experience includes overseeing
events, marketing initiatives, and deliverables for every major industry show, including local retailer
events, showhouses, and major industry trade shows, while ensuring strong brand representation and
customer engagement. This is a responsibility she will carry over to Theodore Alexander.
As the leader of both external and internal marketing efforts, Martin will also manage the development
and distribution of lookbooks, catalogs, e-blasts, and other marketing tools to empower designers and
retail partners to enhance their commercialization efforts in a competitive marketplace.
“We are looking forward to having Sydney return to the Theodore Alexander family as the brand
continues to grow in both physical presence and whole-home offerings,” says Ed Teplitz, President,
Theodore Alexander. “To have Sydney lead cross-functional planning and execution in an effort to align
our marketing initiatives with business objectives, product strategy, and evolving consumer trends will
be a tremendous strength to our team.”
Martin’s appointment as Vice President of Marketing is effective immediately and is based out of the
company’s US headquarters in Trinity, North Carolina.
For more information on Theodore Alexander, its products, and its showrooms, please visit www.TheodoreAlexander.com.
About Theodore Alexander:
Founded in 1996, Theodore Alexander has become synonymous with high-quality home furnishing
products that adorn interiors throughout the world. With a commitment to detail and the use of fine
materials, every product is meticulously designed and crafted in its factory-owned facilities to bring
impeccable pieces to discerning customers. Evolving with its customers, Theodore Alexander now
meticulously embarks on a new era that looks to expand the brand’s footprint further into upholstery, lighting, rugs, and artwork while maintaining a focus on its renowned casegood production. With a vast network of to-the-trade showrooms and luxury home furnishings retailers at the core of its identity, Theodore Alexander prides itself on its fine craftsmanship, accessibility, versatility, and its whole-home offering. For more information, please visit www.theodorealexander.com.
