Former Facebook marketing director joins Scottish online florist in 'statement of intent'

A Scottish online florist and personalised gifting business has hired a former Facebook marketing director in a “statement of intent” over its growth ambitions.

Flowercard began more than 20 years ago, when a Guernsey artisan began placing flower arrangements in cards from her kitchen table. It has served more than 1.5 million customers since its inception. The company’s headquarters have moved from Guernsey to Scotland.

Deborah Hale has joined Flowercard as its new head of brand, marking the firm’s first major signing since it was bought by Stephen Gorman, who recently moved the company’s headquarters from Guernsey to Scotland.

With 30 years’ experience in developing brand marketing campaigns, Hale was marketing director for Facebook in Europe, the Middle East and Africa, and played a key role in the London 2012 Olympics as producer of the Olympic and Paralympic torch relays. Prior to that she was head of international marketing for London.

Flowercard is said to have experienced “dramatic growth” of late and has high ambitions in terms of product development, customer service and overseas expansion.

Gorman said: “I have known Deborah for several years and have always admired her work. When Deborah told me that she’d recently completed a floral art course, and I was in the process of purchasing Flowercard, the perfect opportunity arose for us to work together as I saw her as the perfect figurehead to help develop the Flowercard brand not only in the UK but also internationally.

“Deborah’s experience speaks for itself and her appointment is a statement of intent from Flowercard – the work she did at Facebook, as well as on the 2012 Olympic Torch Relay, puts her at the top table of UK marketing and branding experts and we’re delighted to have her as the newest member of our team.”

Flowercard began more than 20 years ago, when a Guernsey artisan began placing flower arrangements in cards from her kitchen table. It has served more than 1.5 million customers since its inception.

Hale said: “Flowercard has a strong heritage but also the growth potential to become an international brand with real purpose, which is exactly what I aim to help it achieve.

“Any strong brand these days needs purpose as well as product. I’m excited about the opportunity that lies ahead for the company and look forward to working closely with the team to accelerate its already rapid expansion.”

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