New Chief Marketing Officer At Edible Arrangements

reissWALLINGFORD: Edible Arrangements has named a new Chief Marketing Officer, Kaitlin Reiss for the franchisor.

Tariq Farid, Edible Arrangements founder and CEO said, “Reiss had most recently served as the vice president of marketing and E-Commerce and is taking on additional responsibilities with this new position.”

The Wallingford-based company makes fresh-cut fruit arrangements and snacks. It has franchised the concept and has  more than 1280 stores in the US and internationally.

Reiss has been with the company for more than 12 years, according, joining the a Marketing Coordinator in 2005 when the brand had only 50 locations

Farid said, “there are not many people that know Edible better than Kaitlin,” adding “she has lived it every day for over a decade and her deep understanding of the brand, as well as her ability to anticipate and respond to emerging industry trends, make her the perfect person for this critical position as we prepare to enter a new phase of growth.”

The company says e-commerce grew to more than 65 percent of the company’s overall business during that time.

Reiss, who holds a dual degree in consumer behavior and communications from the University of Connecticut and an MBA from the University of New Haven, says her goal is to “continue merging the power of Edible Arrangements' physical presence worldwide with its dynamic digital presence.”

"Separating the digital engagement from more 'traditional' engagement leads to a disjointed consumer message," she said. "While we're focused on growing our storefronts through new treats offered in every local Edible store, we also know that consumers use digital tactics to find stores and order the product. So, digital innovation as part of an in-store experience is something we will continue to deliver on."