1-800-FLOWERS.COM Names Home Depot Veteran Melanie BabcockChief Marketing and Growth Officer
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.
1-800-FLOWERS.COM (NASDAQ: FLWS) ha nominato Melanie Babcock come responsabile Marketing e Crescita, con effetto dal 6 ottobre 2025. Babcock guiderà la strategia di marketing, il posizionamento del marchio, l'acquisizione dei clienti, la fidelizzazione e la crescita dei ricavi, riportando al CEO Adolfo Villagomez.
Proviene da The Home Depot, dove ha creato Orange Apron Media, ottenuto una crescita annua a doppia cifra, rilanciato Retail Media+ e lanciato la conferenza per inserzionisti InFronts. In FLWS modernizzerà l'esperienza digitale, rafforzerà il merchandising e l'infrastruttura dati, snellirà l'architettura del marchio e pursuerà una strategia IA end-to-end per accelerare la trasformazione dell'azienda attraverso il suo portafoglio omnicanale di oltre 18 marchi.
1-800-FLOWERS.COM (NASDAQ: FLWS) ha nombrado a Melanie Babcock como Directora de Marketing y Crecimiento, con efecto a partir del 6 de octubre de 2025. Babcock liderará la estrategia de marketing, el posicionamiento de la marca, la adquisición de clientes, la retención y el crecimiento de ingresos, reportando al CEO Adolfo Villagómez.
Proviene de The Home Depot, donde creó Orange Apron Media, logró un crecimiento interanual de dos dígitos, relanzó Retail Media+ y lanzó la conferencia para anunciantes InFronts. En FLWS modernizará la experiencia digital, fortalecerá la comercialización y la infraestructura de datos, optimizará la arquitectura de la marca y buscará una estrategia de IA de extremo a extremo para acelerar la transformación de la empresa a través de su portafolio omnicanal de más de 18 marcas.
1-800-FLOWERS.COM (NASDAQ: FLWS)가 Melanie Babcock을 최고 마케팅 및 성장 책임자로 임명했으며 2025년 10월 6일부터 효력을 발휘합니다. Babcock은 마케팅 전략, 브랜드 포지셔닝, 고객 확보, 유지 및 매출 성장 등을 이끌고 CEO Adolfo Villagomez에게 보고합니다.
그녀는 The Home Depot에서 Orange Apron Media를 설립하고 전년 동기 대비 두 자릿수 성장
1-800-FLOWERS.COM (NASDAQ: FLWS) a nommé Melanie Babcock au poste de Directrice Marketing et Croissance, à compter du 6 octobre 2025. Babcock dirigera la stratégie marketing, le positionnement de la marque, l’acquisition de clients, la rétention et la croissance des revenus, en reportant au PDG Adolfo Villagómez.
Elle rejoint The Home Depot où elle a créé Orange Apron Media, enregistré une croissance à deux chiffres sur un an, rebaptisé Retail Media+ et lancé la conférence publicitaire InFronts. Chez FLWS, elle modernisera l’expérience numérique, renforcera le merchandising et l’infrastructure de données, rationalisera l’architecture de la marque et poursuivra une stratégie IA de bout en bout pour accélérer la transformation de l’entreprise à travers son portefeuille omnicanal de plus de 18 marques.
1-800-FLOWERS.COM (NASDAQ: FLWS) hat Melanie Babcock zum Chief Marketing and Growth Officer ernannt, gültig ab dem 6. Oktober 2025. Babcock wird Marketingstrategie, Markenpositionierung, Kundengewinnung, Bindung und Umsatzwachstum leiten und an CEO Adolfo Villagomez berichten.
Sie kommt von The Home Depot, wo sie Orange Apron Media aufgebaut, zweistellige jährliche Wachstumsraten erzielt, Retail Media+ neu positioniert und die Werbe-Konferenz InFronts eingeführt hat. Bei FLWS wird sie das digitale Erlebnis modernisieren, Merchandising und Dateninfrastruktur stärken, die Markenarchitektur straffen und eine End-to-End-KI-Strategie verfolgen, um die Transformation des Unternehmens über sein omnichannel Portfolio von mehr als 18 Marken zu beschleunigen.
1-800-FLOWERS.COM (NASDAQ: FLWS) عيّنت Melanie Babcock كمدير التسويق والنمو، اعتباراً من 6 أكتوبر 2025. ستقود Babcock استراتيجية التسويق، وتمركز العلامة التجارية، واكتساب العملاء، والاحتفاظ بهم، ونمو الإيرادات، مع تقارير إلى الرئيس التنفيذي Adolfo Villagomez.
تنضم إليها من The Home Depot حيث أنشأت Orange Apron Media، وحققت نموًا سنويًا مزدوج الرقم، وأعادت تسمية Retail Media+ وأطلقت مؤتمر المعلنين InFronts. في FLWS ستعمل على تحديث التجربة الرقمية، تعزيز التجزئة وبُنية البيانات، تبسيط هيكل العلامة التجارية، والسعي لاستراتيجية ذكاء اصطناعي من النهاية إلى النهاية لتسريع تحول الشركة عبر محفظة البيع الشامل التي تضم أكثر من 18 علامة تجارية.
1-800-FLOWERS.COM (NASDAQ: FLWS) 任命 Melanie Babcock 为首席营销与增长官，生效日期为 2025 年 10 月 6 日。Babcock 将领导市场营销策略、品牌定位、客户获取、保留与收入增长，并向 CEO Adolfo Villagomez 汇报。
她来自The Home Depot，在那里建立了 Orange Apron Media，取得了 同比双位数增长，重新定位 Retail Media+，并推出 InFronts 广告客户大会。在 FLWS 她将现代化数字体验、强化商品与数据基础设施、精简品牌架构，并推动端到端的人工智能策略，以加速公司在其跨越 18 个以上品牌的全渠道组合中的转型。
- 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
- No quantified targets: Announcement includes no near‑term KPIs or timelines
- Integration risk: Newly created role requires cross‑brand coordination across 18+ brands
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.
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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?
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