Vice President, Merchandising

The Vice President of Merchandising will serve as a strategic leader responsible for driving the overall merchandising vision, product strategy, and assortment development across all sales channels for , Inc. This executive will oversee line development, pricing, design, and new product innovation while ensuring alignment with brand positioning, customer insights, and financial goals. The role requires a dynamic leader who can blend creativity with strong business acumen to deliver growth, profitability, and customer delight across our family of brands.

The successful candidate will translate customer insights and emerging trends into compelling assortments that strengthen brand differentiation, drive profitable growth, and reinforce ’s position as the industry leader in floral gifting and celebrations.

• Develop and lead a comprehensive merchandising strategy across all brands within the , Inc. portfolio.
• Shape the product vision and assortment architecture, driving innovation in design, seasonality, and trend-forward offerings that reflect the artistry and emotion of gifting.
• Drive line development and new product innovation, identifying opportunities through customer insights, market research, and competitive benchmarking.
• Collaborate with the Product Development and Design teams to evolve collections—balancing creativity with operational feasibility and supply chain efficiency.
• Lead the development of pricing, promotional, and margin strategies that drive top-line growth while maintaining profitability and brand positioning.
• Partner with Marketing, E-Commerce, and Creative teams to bring the product story to life—creating compelling merchandising experiences online, in catalog, and across seasonal campaigns.
• Work closely with Inventory Planning and Operations to ensure supply alignment with demand forecasts, particularly during high-volume holidays such as Valentine’s Day, Mother’s Day, and the winter gifting season.
• Serve as the voice of the customer and the category, using insights, analytics, and competitive intelligence to inform product decisions and identify new growth opportunities.
• Oversee all merchandising-related financials including budgets, forecasts, and P&L accountability for assigned categories and brands.

• Build, lead, and inspire a high-performing merchandising organization thrives on creativity, collaboration, and accountability.
• Lead with a growth mindset, fostering a culture of innovation, continuous learning, and adaptability in a fast-changing retail environment.
• Partner cross-functionally with leaders in Marketing, Product Development, Supply Chain, Retail, and Business Gift Services to align product and promotional strategies.
• Represent the merchandising function in senior leadership meetings, providing insights and strategic updates on product performance, trends, and financial outcomes.
• Serve as a brand ambassador and thought leader within the organization, ensuring that floral and gifting assortments reflect ’s heritage of artistry, emotion, and connection.

• Bachelor’s degree in Business, Marketing, Merchandising, or related field (MBA preferred).
• 10+ years of progressive merchandising leadership, ideally within floral, gifting, or specialty retail environments.
• Proven track record of developing and executing floral and gifting strategies that drive growth, profitability, and brand distinction.
• Strong financial acumen with experience managing category P&Ls, developing pricing strategies, and optimizing assortments for margin improvement.
• Demonstrated innovation and trend leadership, with a track record of launching successful new products or categories.
• Demonstrated strength in Vision and Strategy Formulation — able to define long-term category direction, anticipate market shifts, and translate strategy into actionable plans.
• Proven ability in Leading Change and Transitions, guiding teams and processes through transformation while maintaining engagement, alignment, and performance.
• Expertise in Leveraging Innovation — fostering creative thinking, experimentation, and continuous product evolution that responds to changing consumer behaviors and trends.
• Exceptional communication, collaboration, and influence skills; able to engage and align diverse stakeholders across functions and brands.
• Passion for the floral and gifting industry, with an understanding of consumer emotion, occasion-based purchasing, and brand storytelling.