The Yankee Candle Co. Inc. has hired Brad Wolansky as president of direct and chief marketing officer, both new positions. The manufacturer, wholesaler and retailer of scented candles says his hiring shows its commitment to expanding its digital presence and selling more of its products directly to consumers.

Wolansky comes from The Golf Warehouse, where he most recently was general manager of Powered by TGW, an affiliate program that allows small sports management companies and smaller retailers to create a revenue stream through e-commerce. Between September 2009 and February 2012, he was CEO of The Golf Warehouse, which is owned by Redcats USA, No. 34 in the Internet Retailer Top 500 Guide. His experience in online retailing includes working as vice president of global e-commerce at The Orvis Co., a sports gear and apparel seller that is No. 146 in the Top 500, and as director of e-commerce merchandising  at Wilsons Leather.

“In the past year, we have energized our Yankee Candle branding effort driven by better understanding our customer and what she wants and needs,” says Harlan Kent, Yankee Candle’s CEO. “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.” 

At Yankee Candle, Wolansky will oversee branding, including via digital channels, along with the company’s consumer direct, creative, marketing, public relations and social media teams. He reports to Kent.

Yankee Candle says consumers can buy its candles not only via YankeeCandle.com but at nearly 29,000 stores and more than 550 retail locations operated by Yankee.