SOUTH DEERFIELD, Mass.–The Yankee Candle Company has named Brad Wolansky to the newly created position of president of direct and chief marketing officer. His appointment is part of a strategic initiative focused on building the company’s brands, expanding the digital platform and accelerating growth of its direct to consumer business, the company said.
“In the past year, we have energized our Yankee Candle branding effort driven by better understanding our customer and what she wants and needs,” said CEO Harlan Kent. “Part of this strategic effort revolves around bringing in world class direct talent. Brad has successfully grown leading retail brands and is the ideal person to spearhead both our marketing and direct business to help us achieve our growth goals.”
Most recently, Wolansky served as the CEO of The Golf Warehouse, a web-based business owned by Redcats. Prior to that he was the vice president global e-commerce at The Orvis Company, where he also held several senior merchandising positions.
In his new role, Wolansky is responsible for building the company’s branding efforts across all channels through unique and compelling marketing communications. He will lead the company’s digital branding and e-commerce efforts to drive sales. Wolansky will report to Kent and have responsibility for the consumer direct, creative, marketing, public relations and social media teams.
“I was immediately attracted to this unique opportunity to work with a company that’s known for its rich heritage and market leadership,” said Wolansky. “I’m looking forward to helping Yankee Candle become a major force in the digital space and achieve its profitable growth potential.”