4/12/13

E-retailer Edible Arrangements adds three to its e-commerce team

The fruit bouquet merchant expects to hire even more in 2013.

Thad Rueter , Senior Editor

Edible Arrangements International LLC has added three workers to its e-commerce team, which the retail chain says has tripled in size since 2010.

The store and web retailer, No. 97 in the Internet Retailer Top 500 Guide, sells  bouquets arranged as though they are flowers but which are made of fruit. Edible Arrangements says that half of its orders are placed through its e-commerce site. The company also has some 1,100 franchise locations.

Wambui Kihanya becomes the retailer’s senior marketing manager, a job that includes oversight of “the company’s digital experience and engagement across online media channels.” Kihanya was display account manager for just more than four years at Microsoft Corp., No. 74 in the Top 500. Prior to that, she was the software company’s search media analyst, according to her LinkedIn profile. She also worked as a marketing manager at another Top 500 retailer, Macy’s Inc. (No. 14).

Jenn Rohrer is Edible Arrangement’s new e-commerce analytics director, putting her in charge of improving site traffic and conversion, and overseeing the e-commerce finance team. Previously, she was president of Conundrum Solutions, an online marketing firm. She held that job for three years, according to her LinkedIn profile. Her experience also includes a nearly five-year run as manager, web content U.S. e-commerce, for W.W. Grainger Inc., the industrial supply firm that is No. 15 in the Top 500.

Melanie Martinez, meanwhile, wins promotion to Edible Arrangement’s social media strategist. Since December 2011, she had worked as the retailer’s research and development project coordinator. Before that, she was field coordinator for market research firm The Pert Group. She will help her employer execute what it calls its “aggressive” social media strategy, part of which involves Facebook promotions.

"We're excited to continue growing our e-commerce department, and welcome the leadership and experience that these new employees bring to the team," says Kaitlin Reiss, the retailer’s vice president of e-commerce. "We know our guests are spending more and more time online, and we want to wow them with the best experience possible.”

Edible Arrangements says it has hired 12 employees since January for jobs in its corporate headquarters in Connecticut and it expects to hire 75 more this year, including for e-commerce work. To handle the expansion, the retailer says it has bought a 23,057-square-foot building next to its headquarters. 

Edible Arrangements falls under the food and drug category of the Top 500. Sales in that product category increased 28.52% year over year in 2011, to nearly $4.2 billion. Edible Arrangements ranked No. 8 among merchants included in that category, with $227 million in sales in 2011, accounting for 5.44% of the category’s sales. 

Topics:

Conundrum Solutions, e-commerce, e-commerce team, Edible Arrangements, expansion, food and drug, Kaitlin Reiss, Macy's Inc., Melanie Martinez, Microsoft, new hires, NewsMakers, social media, W. W. Grainger, Wambui Kihanya, web site analytics

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