• by Sarah Mahoney  @mahoney_sarah, November 9, 2022

Oura, the smart ring company, has hired Doug Sweeny as its new chief marketing officer, to help the company as it transitions from sleep tracking to holistic health.

Sweeny, who had been chief business officer with Prenuvo, an MRI startup, spent four years as CMO with One Medical. He's also worked for Nest, Levi's, Adidas, and General Motors EV1.

He'll lead product marketing, creative, social, brand, content, growth and public relations.

Sweeny replaces CMO Karina Kogan, who moves to an advisor role supporting the organization with strategic partnerships.

The company also hired Lina Alcala as its first-ever chief people officer from a similar post at Tinder. And it promoted Holly Shelton to chief product officer. 

The new appointments come as the wearables company continues to fight for ways to differentiate itself in a crowded category, moving beyond its sleep roots into the broader health-tracking universe. It recently reupped its partnership with Gucci for a limited-time product offer, a chic $950 version of the device.

It's also teamed up with Strava, the social network for athletes. And it's working with Therabody, connecting the use of its Theragun percussive products to Oura readings. That partnership also links Therabody's SmartGoggles to the Oura, using relaxation meditations to help improve sleep scores.

Oura's also added period prediction. While most femtech predict menstrual cycles based on length of periods and the calendar, Oura uses data it collects from the body.

In April, the company announced it passed the 1 million ring mark, raising capital to support a $2.55 billion valuation. And it increased the size of that funding round, as a result of being oversubscribed. 

Oura is based in Finland, with offices in San Diego and San Francisco. The Oura Ring tracks all stages of sleep, recovery and daily activity, providing practical steps for long-term improvement.