New CMO at Yankee Candle

The Yankee Candle Company, Inc. welcomed Brad Wolansky in the newly created role of president of direct and chief marketing officer (CMO). 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.

Wolansky comes to Yankee Candle with more than 25 years of experience with marquis brands in digital and direct marketing channels. 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.

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 the past year, we have energized our Yankee Candle branding effort driven by better understanding our customer and what she wants and needs,” said Harlan Kent, chief executive officer, The Yankee Candle Company, Inc. “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.”