1-800-FLOWERS.COM Names Home Depot Veteran Melanie BabcockChief Marketing and Growth Officer

Rhea-AI Summary

1-800-FLOWERS.COM (NASDAQ: FLWS) appointed Melanie Babcock as Chief Marketing and Growth Officer effective Oct 6, 2025. Babcock will lead marketing strategy, brand positioning, customer acquisition, retention and revenue growth, reporting to CEO Adolfo Villagomez.

She joins from The Home Depot where she built Orange Apron Media, achieved double-digit year‑over‑year growth, rebranded Retail Media+ and launched the InFronts advertiser conference. At FLWS she will modernize the digital experience, strengthen merchandising and data infrastructure, streamline brand architecture, and pursue an end‑to‑end AI strategy to accelerate the company’s transformation across its omnichannel portfolio of more than 18 brands.

Positive

• Experienced hire: Melanie Babcock with decade at Home Depot
• Proven growth: Orange Apron Media delivered double‑digit YoY growth
• Strategic mandate: Role targets full‑funnel marketing and AI modernization
• Reporting line: Position reports directly to CEO Adolfo Villagomez

Negative

• No quantified targets: Announcement includes no near‑term KPIs or timelines
• Integration risk: Newly created role requires cross‑brand coordination across 18+ brands

JERICHO, N.Y., Oct. 6, 2025 /PRNewswire/ -- Today, 1-800-FLOWERS.COM, Inc. (NASDAQ: FLWS), a leading provider of thoughtful expressions designed to help inspire customers to express and connect, announced the appointment of Melanie Babcock as Chief Marketing and Growth Officer. In her new role, Babcock will lead all aspects of marketing strategy, brand positioning, customer acquisition and retention, and revenue growth initiatives.  She will report directly to 1-800-FLOWERS.COM, Inc. CEO Adolfo Villagomez.

A digital pioneer, Babcock has served in several leadership roles at The Home Depot for over a decade. Most recently, she served as Vice President of Orange Apron Media and Monetization, where she pioneered and built the retail media division and oversaw the strategy and execution of the company's retail media network. Under her leadership, Orange Apron Media achieved double-digit year-over-year growth, rebranded from Retail Media+ to Orange Apron Media, and launched the industry's first "InFronts" conference for advertisers.  At The Home Depot, Babcock also served as Vice President of Integrated Media and Retail Media+, where she transformed the company's marketing strategy from product-centric to personalized customer marketing.

"We're at an inflection point in our transformation, and Melanie brings the perfect combination of strategic vision and execution expertise," said Adolfo Villagomez, CEO of 1-800-FLOWERS.COM, Inc. "Her proven ability to scale brands, build exceptional teams, and drive customer-centric growth will be invaluable to our market leadership. I'm thrilled to welcome her to the leadership team."

In the newly created role, Babcock will drive the evolution of marketing into a full-funnel flywheel that builds awareness, acquisition, and retention—enabling a more intuitive, personalized, and connected customer journey. A key priority will be strengthening customer focus by modernizing the digital experience to improve product discoverability and enhancing merchandising strategy through stronger data infrastructure and streamlined brand architecture based on end-to-end AI strategy.  This customer-centric approach will be instrumental as the company accelerates its transformation and strengthens its position as a leader in gifting and celebrations.

"Few brands have the heritage and cultural connection that 1-800-FLOWERS.com has built over the last 50 years," said Melanie Babcock, Chief Marketing and Growth Officer, 1-800-FLOWERS.COM, Inc. "I'm energized by the opportunity to help write its next chapter—strengthening its position as a leader while driving meaningful growth. I couldn't be more excited to join Adolfo and this team." 

Before joining The Home Depot, Babcock held leadership positions at Cardlytics, MSL GROUP/Publicis Groupe, and Ketchum, where she consistently built high-performing teams and drove significant revenue growth through digital and strategic partnership initiatives.

‍About 1-800-FLOWERS.COM, Inc.
‍‍For almost 50 years 1-800-FLOWERS.COM, and 1-800-FLOWERS.COM, Inc. has served as the premier destination for meaningful gifting, helping people express and connect through thoughtful giving. As an omnichannel retailer, the company's portfolio includes more than 18 premium brands, such as 1-800-Flowers.com^®, Harry & David^®, PersonalizationMall.com^®, and Things Remembered^®. 1-800-FLOWERS.COM also supports local community businesses nationwide through BloomNet^®, its network of local florists and merchants, that enables same-day delivery. The company also operates Napco℠, a leading resource for floral gifts and seasonal décor, and DesignPac Gifts, LLC, a manufacturer of gift baskets and towers.

FLWS-COMP

Media:
Press@1800flowers.com

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SOURCE 1-800-FLOWERS.COM, Inc.

FAQ

Who is Melanie Babcock and what role did 1-800-FLOWERS.COM assign her on Oct 6, 2025?

Melanie Babcock was named Chief Marketing and Growth Officer on Oct 6, 2025, reporting to CEO Adolfo Villagomez.

What marketing priorities will Melanie Babcock focus on at FLWS?

She will prioritize full‑funnel marketing, digital experience modernization, merchandising, data infrastructure, and an end‑to‑end AI strategy.

How does Melanie Babcock’s Home Depot experience relate to FLWS strategy?

At Home Depot she built Orange Apron Media, achieved double‑digit YoY growth, rebranded the retail media business, and launched an advertiser conference.

Will Melanie Babcock’s appointment change FLWS reporting structure?

Yes — the new Chief Marketing and Growth Officer position reports directly to CEO Adolfo Villagomez.

Does the FLWS announcement include financial targets or timelines for marketing changes?

No — the release does not provide specific KPIs, timelines, or quantified targets tied to the hire.

What brands and scope will the new marketing leader oversee at FLWS?

She will support the company’s omnichannel portfolio of more than 18 premium brands including 1-800-Flowers.com and Harry & David.