Hennion returns to his former position at GNC after nearly two years at a mobile commerce technology vendor.
What’s old is new again at General Nutrition Centers Inc.
The company announced last week that it has rehired Jeffrey R. Hennion as its executive vice president and chief marketing and e-commerce Officer. GNC is No. 143 in Internet Retailer’s Top 500 Guide.
The move marks a return to the same positions Hennion held at the Pittsburgh-based company from December 2010 to October 2012. Hennion left the company two years ago to head up Branding Brand, a mobile commerce provider that counts numerous retailers in the Internet Retailer Mobile 500 among their clients. Among them are American Eagle Outfitters, No. 74; Crate & Barrel, No. 75; and Sephora USA Inc., No. 176.
Prior to joining GNC in 2010, Hennion had spent 10 years at Dick’s Sporting Goods, No. 72 in the Top 500, including nearly six years as the company’s chief marketing officer and e-commerce director, according to his LinkedIn page.
Hennion is the second new addition to GNC’s executive team in the past two months. The company appointed veteran retail executive Michael Archbold CEO in early August, hiring him away from Talbots Inc. to replace Joseph Fortunato, who has left the company.
"Jeff is a great addition to our team. Having started his career on the financial side, he understands the importance of thoughtful strategies grounded in sound financials. He also is a seasoned executive in the field of marketing and e-commerce, each of which are critical to the growth strategies of GNC," Archbold says. "Jeff knows our brand and our customers. We are excited to see him return to the GNC team."
Hennion joins GNC at a time of growth for the company’s online and mobile sales. GNC’s web sales jumped to $185.7 million in 2013, up nearly $40 million from the year before. The retailer is also No. 158 in Internet Retailer’s 2015 Mobile 500, with 2014 mobile sales project to reach $55 million in 2014, almost ten-fold growth from an estimated $5.8 million in mobile sales in 2010.