1-800-Flowers Appoints โHome DepotS Melanie Babcock too Lead Marketing and Growth
NEW YORK – October 6, 2025 – 1-800-Flowers has named Melanie Babcockโค as itsโข newโฃ Chief Marketing and โฃGrowth Officer, the company announced today.Babcock arrives โfrom The Home Depot, where she spent over a decade, most recently as โVice โคPresident of its retail media network, Orange Apron Media.
The appointment marks a pivotal moment for the direct-to-consumer floral โขandโฃ gifting company as it navigates a periodโฃ of transformation following a recent quarter marked by bothโ revenue gains โฃand important net losses. babcock will beโ responsible โfor spearheading all facets of 1-800-Flowers’ marketing strategy, encompassing brand positioning, customer acquisition and retention, and โrevenueโข growth initiatives.โฃ Sheโค will โreport directly toโฃ Adolfo โขVillagomez, who became CEO in โMay โคafter โฃjoining from โคProgress โขresidential.
Babcock’s arrival follows the departure of โฃJason John,who served as CMO as 2022.
The companyโ reported a $6.6 million revenue increaseโ in the โfourth โquarter, but also a $51.9 million net loss, largely attributed to asset write-downs and increased investment in marketing,โข sales, and technology. A key focus for Babcockโฃ will be modernizing 1-800-Flowers’ digital presence, including โits website and mobile apps, withโ improvementsโฃ to product finding, organization, and presentation leveraging data systems and AI tools.
“We’re at an inflection point in our transformation, and Melanie brings โthe perfect โคcombination of strategic visionโข andโฃ execution expertise,” said Villagomez. “Her proven ability to scale brands, build exceptionalโข teams, andโค drive customer-centric growthโ will be invaluable to our marketโค leadership. I’m thrilled to welcome her to the leadership team.”
