Michelle Farabaugh, Chief Marketing Officer, Harry & David

Michelle Farabaugh, Chief Marketing Officer, Harry & David

In this episode of Women in Retail Talks, Associate Content Editor Kristina Stidham speaks with Michelle Farabaugh, chief marketing officer at Harry & David, a gourmet food gifting and sharing brand that’s part of the 1-800-Flowers.com family of brands. Listen in as Farabaugh discusses Wolferman’s, a Harry & David brand, and its recent repositioning to Wolferman’s Bakery, designed to showcase the brand’s expansive assortment of baked goods and broaden awareness among consumers. She shares why the brand’s tagline, “Always Open, Always Good,” speaks to its offerings and products, why shoppers value 24/7 online access to the bakery, and how Wolferman Bakery’s brand refresh is attracting and retaining customers.

Wolferman’s Bakery is focusing on mobile commerce, personalized customer experiences, and excellent product imagery to provide a greater customer journey. The baked goods gifting brand is working with influencers on social media and hosting special events such as behind-the-scenes product tastings to raise awareness and get shoppers excited about the rebrand. Farabaugh touches on Wolferman Bakery’s loyalty program that stretches across the 1-800-Flowers.com family of brands, as well as what benefits customers can expect to enjoy when joining the program. She also gives her top advice for other women looking to rise to the C-suite or take the next step into a leadership position.

Michelle Farabaugh joined Harry & David as chief marketing officer in 2017. She is a passionate and strategic senior executive responsible for growing revenue and profits through consumer insight, strategy, innovation and superior execution. Prior to Harry & David, Michelle served as chief marketing officer of BevMo!, Smith & Hawken, and West Marine, as well as vice president at PetSmart. Michelle was also a partner at LENSER, the premier omnichannel marketing firm that sold to Merkle. She earned a MBA in entrepreneurship from Babson.

Date: November 1, 2019

Credits: Michelle Farabaugh