Home Depot veteran joins 1-800-Flowers.com C-suite
A leading online gift platform has added a digital veteran to its C-suite.
1-800-Flowers.com Inc. has announced the appointment of Melanie Babcock as chief marketing and growth officer. In the newly created role, she will lead all aspects of marketing strategy, brand positioning, customer acquisition and retention, and revenue growth initiatives.
Babcock has served in several leadership roles at The Home Depot for over a decade. Most recently, she served as VP of Orange Apron Media and monetization for more than two and a half years, where she helped build the retail media division and oversaw the strategy and execution of the company's retail media network. Babcock also served as VP of integrated media and retail media+, where she led the transformation of 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, who took the reins of the company earlier this year after also serving at The Home Depot. "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."
Before joining The Home Depot, Babcock held leadership positions at Cardlytics, MSL Group/Publicis Groupe, and Ketchum.
[READ MORE: 1-800-Flowers.com expands Uber delivery partnership]
1-800-Flowers.com says a key priority of Babcock’s will be strengthening customer focus by modernizing the digital experience through “stronger data infrastructure and streamlined brand architecture” based on end-to-end AI strategy.
"Few brands have the heritage and cultural connection that 1-800-Flowers.com has built over the last 50 years," said Babcock. "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."
The 1-800-Flowers.com Inc. platform includes 1-800-Flowers.com, 1-800-Baksets.com, Cheryl’s Cookies, Harry & David, PersonalizationMall.com, Shari’s Berries, FruitBouquets.com,Things Remembered, Moose Munch, The Popcorn Factory, Wolferman’s Bakery, Simply Chocolate and more.
