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We are working with Yankee Candle in their search for a Search Marketing Manager based in South Deerfield, MA.

The Yankee Candle Company is the leading designer, manufacturer, wholesaler and retailer of premium scented candles, based on sales, in the giftware industry. Employing approximately 6,000 people world-wide, Yankee Candle has a 42-year history of offering distinctive products and marketing them as affordable luxuries and consumable gifts, with sales from continuing operations of $785.8 million dollars in fiscal year 2011.

The company sells its products through a North American wholesale customer network of approximately 28,800 stores, a growing base of company owned and operated retail stores (552 Yankee Candle Stores located in 46 states and 1 province in Canada as of December 31, 2011), direct mail catalogs, and its website. Outside of North America, the company sells its products primarily through its subsidiary, Yankee Candle Company (Europe), Ltd., which has an international wholesale customer network of approximately 5,700 stores and distributors covering a combined 49 countries.

Check out this video of the Yankee Candle Village in historic Williamsburg, VA.

A key contributor to Yankee Candle’s success has been its vertically integrated business model, which enables the firm to control most every aspect of its business, from product development to manufacturing to distribution to marketing and sales. This structure allows YC to consistently provide high quality and innovative products, and deliver them in a timely and efficient manner to customers all over the world.

This is one of the coolest online marketing jobs available …

HARRY’S COMMENTS: Candle manufacturing in the United States is a $1.6 billion business, with exports accounting for $229 million of that figure. The industry’s aggregate profit is estimated to be $44 million. America’s rebounding economy is projected to support candle manufacturing industry growth through 2017, driven largely by modest rises in both household formation and per capita disposable income.

Startup costs for a new candle manufacturer are relatively low, and the industry is expected to grow from 413 players today to more than 496 by 2017. Incredibly, Yankee Candle is said to generate more than half of the industry’s total revenue. Overall, this industry’s product segments tend to be well defined and experience only modest changes seasonally.

According to research conducted by the National Candle Association, the most important factors driving candle sales are color, candle scent, shape and cost. Other factors include product quality and benefits and brand name. Recent trends favoring the use of organic and sustainable candles have opened the door for profitable niche products like soy based candles, or candles in recycled glass jars. Demand for these items is likely to increase given the increasingly environmentally conscious American consumer.

The demand for candles tends to be discretionary, driven by a handful of factors including consumer disposable income, retail prices, consumer sentiment, and the demand for substitute products. On average, 35% of a typical candle manufacturer’s yearly sales will occur during the holiday season, when candle manufacturers must compete with substitute gift products such as wine, flowers, and candy for the consumer’s dollar.

Collectively, retailers account for approximately 82% of industry revenue – by far the candle manufacturing industry’s largest distribution channel. The industry’s top 3 distribution channels are mass merchandisers, department stores, and specialty retail stores.

Exports exceeded 14% of industry revenue in 2012, helped by a weak dollar. The industry’s top 5 markets abroad were Korea, Mexico, Australia, Canada, and the United Kingdom.

Online retail sales account for roughly 8.5% of the industry’s revenue and will grow nicely through 2017. According to Internet Retailer, Yankee Candle’s 2012 web sales reached $33 million, up 6.28% from 2011.


About the Role:

This position is responsible for developing, creating and implementing the online marketing programs and strategy designed to extend Yankee Candle’s reach and drive traffic via the web and digital technology platforms across all Yankee Candle businesses through creative marketing, intelligent, data-driven targeting and strategic content planning. In specific, the successful individual will be responsible for …

  • Creating, developing and executing the online strategy and marketing programs in support of business growth.
  • Driving strategy for the landing page and Yankee website across all business channels, pro-actively partnering with internal stakeholders to manage cross-departmental initiatives as well as managing the external agencies/partners in advertising channels.
  • Coordinating and executing actionable marketing plans in conjunction with the corporate marketing calendar.
  • Researching, reviewing and maintaining an understanding of “current” best practices and related technologies as they pertain to all forms of online marketing.
  • Analyzing the performance of content and marketing initiatives and other campaign metrics, making informed marketing suggestions and decisions based on said analysis.
  • Analyzing traffic patterns and optimizing based on marketing initiatives, relevance and selection; driving site improvements by coordinating with internal stakeholders, web developers, designers and others as necessary.
  • Providing detailed reporting and analysis of all online marketing initiatives.

Scope:

This position has the ability to make certain day to day decisions within the team and will advise and assist senior management on significant decisions. In addition, this position is exposed to confidential information related to financial statements, payroll information and strategic initiatives undertaken by the Company.

Minimum Requirements:

  • Bachelor’s Degree or equivalent experience
  • 7 years online marketing experience, including 5+ years as a Search Marketing Manager with budget responsibilities.
  • Experience with multi-channel websites and marketing efforts, including hands on experience with Google Analytics, Google Adwords and marketing reporting tools such as Business Objects and Coremetrics.
  • Solid background growing and engaging audiences via Facebook, Twitter, YouTube and the blogsphere.
  • Proven experience in SEM, social media, internet advertising and viral marketing efforts.
  • Strong project management, organizational, and leadership skills.
  • Strong technical knowledge and experience using marketing automation tools.
  • Excellent written, verbal and oral communication skills, as well as the ability to communicate with all levels using diplomacy and tact.
  • Flexibility in work schedule is also required to work on holidays, weekends and extended hours with minimal notice and as required by operational need.

NOTE: This position is subject to a criminal background check and potentially and an education verification as part of the application process. At the time of interview, internal and external applicants will be required to sign a release authorizing the company to conduct criminal background check and/or education verification.

Applications for this position are being coordinated by Allan Seibert. To apply, CLICK HERECandidates, please be sure to email Allan for a packet of market research and company / competitive intel that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.

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Harry Joiner

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