1-800-Flowers has appointed Melanie Babcock to the newly created function of chief advertising and marketing and development officer.
Babcock joins from The Home Depot, the place she has labored for over a decade, most just lately as vp of its retail media community, Orange Apron Media.
In her new place, she’s going to lead all elements of 1-800-Flowers’ advertising and marketing technique, model positioning, buyer acquisition and retention, and income development initiatives. She is going to report on to just lately appointed chief government (CEO) Adolfo Villagomez, who joined from Progress Residential in Could.
Jason John, who was named CMO in 2022, has left the enterprise.
An ‘inflection level’
Her arrival comes because the DTC model’s $6.6 million This autumn income enhance was overshadowed by a $51.9 million web loss, primarily because of asset write-downs and better spending on advertising and marketing, gross sales, and expertise.
In keeping with 1-800-Flowers, considered one of Babcock’s major priorities shall be updating the corporate’s web site and apps to make it simpler for purchasers to seek out merchandise, and enhancing how objects are organized and offered by utilizing higher information techniques and clearer model buildings supported by AI instruments.
“We’re at an inflection level in our transformation, and Melanie brings the proper mixture of strategic imaginative and prescient and execution experience,” mentioned Villagomez. “Her confirmed capacity to scale manufacturers, construct distinctive groups, and drive customer-centric development shall be invaluable to our market management. I’m thrilled to welcome her to the management group.”
