1-800-Baskets.com
Launching & Scaling a New Brand
Led product development for the launch of 1-800-Baskets.com, a new e-commerce brand under 1-800-Flowers.com, Inc., driving new revenue streams through competitive market research, strategic product selection, pricing strategy, and art direction to optimize the launch and scale the brand.
Results
- Launched 1-800-Baskets.com as a new e-commerce brand under 1-800-Flowers.com, Inc., creating a new revenue stream and expanding the company’s digital market reach.
- Drove product innovation and SKU diversification across multiple categories, delivering a curated assortment aligned with consumer demand and competitive market positioning.
- Reduced lead times and improved internal efficiency by optimizing workflows and cross-functional communication processes.
Problem / Opportunity
- 1-800-Flowers.com, Inc. identified an opportunity to launch 1-800-Baskets.com as a new standalone e-commerce brand, requiring end-to-end product development, category strategy, and go-to-market execution across multiple product lines from the ground up.
My Contribution
- Developed product strategy and roadmap for the 1-800-Baskets.com launch, overseeing product development and design across multiple categories to drive revenue growth and enhance the customer experience.
- Directed and mentored Product Managers, guiding strategy, vision, ideation, and feature prioritization to deliver products that met business and financial goals.
- Conducted market research and competitive analysis to drive product innovation and SKU diversification, aligning assortment with market demand and consumer needs.
- Guided art direction and packaging design, overseeing proof approvals, production samples, photo shoots, and marketing asset development to ensure brand consistency and market appeal.
- Partnered with packaging engineers to define structural solutions and resolve pain points, and identified workflow improvements that reduced lead times and strengthened cross-functional collaboration.