1-800-Flowers Appoints Home DepotS Melanie Babcock too Lead Marketing and Growth
NEW YORK – October 6, 2025 – 1-800-Flowers has named Melanie Babcock as its new Chief Marketing and Growth Officer, the company announced today.Babcock arrives from The Home Depot, where she spent over a decade, most recently as Vice President of its retail media network, Orange Apron Media.
The appointment marks a pivotal moment for the direct-to-consumer floral and gifting company as it navigates a period of transformation following a recent quarter marked by both revenue gains and important net losses. babcock will be responsible for spearheading all facets of 1-800-Flowers’ marketing strategy, encompassing brand positioning, customer acquisition and retention, and revenue growth initiatives. She will report directly to Adolfo Villagomez, who became CEO in May after joining from Progress residential.
Babcock’s arrival follows the departure of Jason John,who served as CMO as 2022.
The company reported a $6.6 million revenue increase in the fourth quarter, but also a $51.9 million net loss, largely attributed to asset write-downs and increased investment in marketing, sales, and technology. A key focus for Babcock will be modernizing 1-800-Flowers’ digital presence, including its website and mobile apps, with improvements to product finding, organization, and presentation leveraging data systems and AI tools.
“We’re at an inflection point in our transformation, and Melanie brings the perfect combination of strategic vision and execution expertise,” said Villagomez. “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.”
