Marketing
1-800-Flowers taps Melanie Babcock as chief marketing, growth officer
October 17, 2025
1-800-Flowers.com has appointed Melanie Babcock as chief marketing and growth officer.
In her role Babcock will lead all aspects of marketing strategy, brand positioning, customer acquisition and retention and revenue growth initiatives, according to a press release. She will report directly to CEO Adolfo Villagomez.
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,
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," Villagomez said in the release.
In the newly created role, Babcock will drive the evolution of marketing into a full-funnel flywheel. 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.
"Few brands have the heritage and cultural connection that 1-800-FLOWERS.com has built over the last 50 years," Babcock said in the release. "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."
