Bloom & Wild plans hiring spree as it appoints ex-Facebook exec as chief people officer

Bloom & Wild
Online flower retailer Bloom & Wild has hired an ex-Facebook exec as its first chief people officer as it eyes making 100 new hires in 2022.
// Online flower firm Bloom & Wild plans to hire 100 new executives in 2022 as it aims to consolidate its position as European leader
// The etailer has hired former Facebook exec Fiona Mullan as its first chief people officer to help lead the expansion

Online flower retailer Bloom & Wild has hired an ex-Facebook exec as its first chief people officer as it eyes making 100 new hires in 2022.

Fiona Mullan, who was VP for International HR at Facebook until 2020, and Microsoft’s general manager of HR for Asia Pacific beforehand, will push ahead with Bloom & Wild’s hiring spree as it seeks to extend its position as European market leader in online flower delivery.

Tech, data and business intelligence are key areas for expansion, with more than 20 new roles planned in such disciplines.

The DTC retailer, which is understood to have surpassed £100m revenue last year, has tripled its headcount over the past three years to 425 and has been on an expansion trail in recent years.


READ MORE: Brits sending flowers as “substitute hugs”, Bloom & Wild says


It snapped up Dutch rival Bloomon and French player Bergamotte last year, which has seen the retailer run three brands across eight countries with staff based across London, Amsterdam, Paris, Berlin and six fulfilment centres across Europe.

Mullan said: “Being part of the Bloom & Wild growth journey is a natural next step, bringing together my experience of building culture-led, agile organisations internationally, with the opportunity to join a company with a compelling purpose, at a key growth stage. 

“I’m really excited to be part of building a company which truly understands the power of human connection; a company with a welcoming and supportive culture that invites diverse perspectives and a team that cares wildly about delivering brilliant experiences for our customers across Europe.”

Mullan will be modelling the company’s transformation to remote and hybrid working and will be working remotely herself, supporting teams across all 10 European locations.

Bloom & Wild chief executive Aron Gelbard said: “The appointment of our first chief people officer is a real coming-of-age moment for Bloom & Wild as we continue to invest across the business and build out our teams. 

“Fiona’s expertise and experience with global tech giants will guide us as we progress our ambitious growth plans. Our culture and our people define Bloom & Wild and as we continue to grow, it is essential that we nurture them and invest in what we cherish most.”

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