1-800-Flowers Taps Home Depot Vet Melanie Babcock as Marketing and Growth Chief

1-800-Flowers has appointed Melanie Babcock to the newly created function of chief advertising and development officer.Babcock joins from The House Depot, the place she has labored for over a decade, most lately as vp of its retail media community, Orange Apron Media.In her new place, she’s going to lead all facets of 1-800-Flowers’ advertising technique, model positioning, buyer acquisition and retention, and income development initiatives.  She’s going to report on to 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 fall income increase was overshadowed by a $51.9 million web loss, primarily because of asset write-downs and better spending on advertising, gross sales, and expertise.In accordance with 1-800-Flowers, certainly one of Babcock’s predominant priorities will likely be updating the corporate’s web site and apps to make it simpler for purchasers to search out merchandise, and bettering how objects are organized and offered by utilizing higher information programs 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 skill to scale manufacturers, construct distinctive groups, and drive customer-centric development will likely be invaluable to our market management. I’m thrilled to welcome her to the management staff.”