Team size: About 14
What's new: Consolidation of PR for all company brands
When 1-800-FLOWERS' Yanique Woodall was promoted from director to VP of enterprise PR last November, the move coincided with changes for the communications team as a whole.
The New York-based flower retailer, which also owns a family of food and gift brands, previously organized PR separately under each specific brand.
Under the new alignment, all of the brands under the 1-800-FLOWERS umbrella are represented by a single team, with separate arms divided by flower brands and gift and food brands.
"We're dividing and conquering," explains Woodall, who reports to the company's marketing team. "This gives us the opportunity to present one consistent message companywide."
She adds that the consolidation offers opportunities for events and marketing strategies.
"Before, if one brand was involved with a project, it would affect that brand only," says Woodall. "Now, if Cheryl's Cookies is showing at an event or media spot, there's also a chance to talk about one of our other divisions. It's smarter positioning."