October 16, 2012, 2:16 PM

Fashion Playtes appoints an e-commerce veteran as head marketer

Jeanne Connon was previously chief marketing officer at The Daily Grommet.

Stefany Moore

Associate Director of Research

Lead Photo

Jeanne Connon

Fresh off an influx of $5 million in new funding last month, girls’ clothing retailer Fashion Playtes Inc. has hired Jeanne Connon as its first chief marketing officer.

The e-retailer’s founder Sarah McIlroy says Connon will be tasked with improving the online experience and boosting customer engagement with the brand. “Fashion Playtes is at the beginning of an exciting ramp as tens of thousands of aspiring tween designers join our community each month,” she says. “Jeanne’s experience is exactly what we need in the CMO position to take our business to the next level and ensure that each girl feels a deep connection with FPgirl.” FPgirl is the online brand name for Fashion Playtes.

From Oct. 2008 until Feb. 2012, Connon was chief marketing officer of The Daily Grommet, an e-commerce site that sells unusual gifts. Prior to that and for 10 years, she was a marketing consultant for e-commerce companies, and before that creative director at ad agency Adion, where she was responsible for content, development and design for jobs site Monster.com

Launched in 2009, Fashion Playtes, No. 935 in the Internet Retailer Second 500 Guide, is an online-only retailer that allows young girls to customize their own clothing, create and share fashion collections and purchase their own designs. The merchant says it has 500,000 registered users and that customers have created 5 million designs.

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