How eCommerce Placement helped one of America's most beloved kids and baby clothing brands find a rare leader: a hands-on Amazon operator and true P&L owner who also understands children's apparel and fits the culture behind "the Hanna Way."
Hanna Andersson is a Portland, Oregon-based premier kids and baby clothing brand, known for clothes that are made to play, made to last, and designed to let kids be kids. As the brand began building out its external commercial channels, Amazon stood out as one of its most important strategic priorities, and the leader hired to own it would shape how families experience Hanna on the world's largest marketplace.
This was not a channel-manager hire. Reporting to the Chief Digital Officer, the GM, Amazon would own the full Amazon P&L, operate hands-on in Seller Central, manage Hanna's Amazon agency partner, oversee FBA inventory and account health, and lead promotional strategy, all while protecting the brand's premium positioning and pricing integrity across DTC and retail. The role also sits at the center of a broad cross-functional team spanning channel product strategy, brand marketing, creative, growth marketing, CRM, analytics, technology, planning, and finance.
Finding someone who could do all of that, and do it the Hanna way, meant searching for a rare combination of skills that very few candidates in the market bring together.
eCommerce Placement partnered closely with Hanna's leadership to define exactly what success would look like in this role, then ran a highly targeted search through our Amazon recruiting network. Rather than presenting candidates who checked most of the boxes, we held every finalist to three non-negotiables.
Hanna needed an operator, not an overseer: someone who had personally managed a brand's Amazon business in Seller Central, scaled a marketplace channel with real P&L accountability, and held an agency partner to commercial outcomes rather than activity.
Kids' and family apparel brings its own sizing architecture, safety standards, gifting dynamics, and seasonal cadence. We prioritized leaders who already understood the category, including the role channels like Amazon Baby Registry play in reaching new families.
The right leader had to make customers "feel Hanna" on Amazon just as they do on hannaandersson.com, while building trust across a large cross-functional team without direct authority over most of it. Values alignment with the Hanna Way was essential, not optional.
Because the stakes for this role were so high, we prioritized getting the hire right over getting it done fast, and we stayed with the search until we found the leader who met all three.
For eCommerce Placement, recruitment is about more than filling empty seats; it is about placing the right leader in the roles that shape a brand's future. With its GM, Amazon in place, Hanna Andersson now has a dedicated commercial leader to turn one of its most important channel opportunities into a real, growing business.
A GM of Amazon owns the end-to-end commercial performance of a brand's Amazon business. At Hanna Andersson, that means owning the Amazon P&L, operating hands-on in Seller Central, managing the external Amazon agency, overseeing FBA inventory and account health, leading promotional strategy, and partnering with brand, creative, growth marketing, CRM, and technology teams so the Amazon channel is fully integrated into the wider business.
Look for direct, hands-on experience managing a brand's Amazon business (not just supporting one), a track record of scaling a marketplace channel with real P&L ownership, experience holding agencies accountable to commercial outcomes, and the cross-functional skills to build alignment across product, brand, marketing, technology, and finance. Category experience matters as well: a candidate who already understands your product's buying dynamics will ramp faster and protect the brand better.
Children's and family apparel has its own sizing architecture, safety standards, gifting dynamics, and seasonal cadence, and channels like Amazon Baby Registry play an outsized role in acquiring new families. An Amazon leader who already knows the category can make better assortment, content, and promotional decisions from day one, while protecting a premium brand's positioning on a marketplace built around price and search.
For the roles that matter most, the goal isn't the fastest hire. It's the right leader, found without compromise.
Tell us about your search. We'll tap into our deep network of pre-vetted eCommerce and marketplace leaders to find the right fit.
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