proflowers® / ftd companies

Flower retail e-commerce company headquartered in San Diego, CA, ProFlowers sells products shipped from growers, suppliers and its own distribution facilities to consumers.
ProFlowers faces several challenges when it comes to promoting its flower service, reinforcing its brand sentiment, and defining its voice in today’s world. For starters, there is no shortage of flower companies, boutiques, and competing grocery stores out there offering similar ones. Secondly, the stereotype behind flower buying is stuck as a last-minute gift buying idea and not an everyday occasion thing. And thirdly, who the heck is the audience, anyways? The baby boomer generation 45+ older? And lastly, what power can flowers have over human emotion and action? Can a flower say, “I’m sorry”, “happy birthday”, “I love you”, Get well soon” or “Will you marry me?”… without a word spoken? ​
Revamp ProFlowers’ old school brand to increase millennial floral purchases and change the flower-buying habits of American consumers, from impulse buy to daily loyal engagement.
Dramatically changed the mindsets of American consumers – from impulse buying to everyday giving – by reinventing the social tone, voice and content daily.

Editorial Mgmt.
Social Media Mgmt.
Copywriting & Editing
Email Retention Writing
Brand Strategy
Content Design


National brands reimagined & brought to the market


Complex projects managed in eight months


Stakeholder relationships managed


New go-to-market strategies designed, presented, developed and implemented in states nationwide


Miami, FL
Charleston, SC


Millennial At Work
Stories & Collections
Career Coaching