True Search Finds CEO for The Bouqs Company

June 22, 2020 – Haddonfield, NJ-based executive recruitment firm True Search has placed the new chief executive officer of The Bouqs Company, a leading online floral retailer. Alejandro Bethlen brings over two decades of leadership and international experience in scaling global businesses for Fortune 100 companies including Amazon and Procter & Gamble to his new role.

Mr. Bethlen will join company founder John Tabis and co-founder Juan Pablo Montufar to spearhead the company’s growth and catalyze existing momentum with expansion initiatives.

“The Bouqs Company has achieved tremendous success over the years and established itself as a leader in the direct-to-consumer floral delivery business,” said Mr. Bethlen. “I am excited to lead this amazing company through this next stage of strategic growth and ready to embrace the challenges and rewards of scaling the business. As we work toward expanding our global footprint, we are committed to continuing to foster a welcoming and inclusive culture for our teams, partners, and network of sustainable farms.”

John Tabis, who led the brand as founder and CEO since inception, will step into a role as chairman of the board and focus his efforts on supporting Mr. Bethlen while further developing the brand’s longer term strategic initiatives and international partnerships. “It’s been such an honor to lead The Bouqs Company over the past seven years,” said Mr. Tabis. “As we continue on a growth trajectory driven by strong consumer response to our sustainably-sourced supply chain, proprietary designs, and unparalleled value, it became clear to me that we needed strength in both the operating CEO role and in a chairman of the board position. By focusing on the chairman responsibilities with Alejandro as CEO, we will work together to expand on the great foundation the team has built to date and achieve our mission on a global scale.”

Mr. Bethlen was previously general manager for Amazon Flex Europe and Asia-Pacific, leading the division across six countries with full P&L and operational responsibilities. Before his eight-year career at Amazon, Mr. Bethlen earned his MBA at Rice University and joined Procter & Gamble where he spent seven years in marketing across both North America and Latin America.

Mr. Bethlen’s proven track record for best-in-class customer experience and operational excellence paired with his experience scaling international businesses made him the ideal candidate to lead The Bouqs Company into this next chapter, said the company.

Mr. Bethlen joins Mr. Montufar, chief operating officer Darcy Cozzetto and chief financial officer Tony Rodriquez in the C-Suite at a dynamic time, following the company’s major milestone of shipping over 100 million stems, a round of $30 million in funding announced earlier this year, and the brand’s most successful Valentine’s Day and Mother’s Day holidays in its seven-year history.

The Bouqs Company delivers flowers fresh from eco-friendly, sustainable farms to doorsteps nationwide. Founded in 2012, the business was formed with the goal of radically disrupting the $100 billion global floral industry through a modern brand, responsibly-sourced flowers and a vertically-integrated supply chain driven by proprietary data and technology. Headquartered in Marina del Rey, CA, the company connects farms and a curated network of artisan florists directly to consumers, and disrupts the traditional supply chain by eliminating middlemen, waste and substantial overhead costs.

Working in both the private and public sectors, True Search has offices throughout the U.S. as well as the EMEA and APAC regions. Since the late 1990s, the firm’s founders have refined their search process with a blend of data-centric insights, relationship-building and experience to produce a methodology that consistently improves hiring decisions and accelerates growth. Clients include: Jet, Work Front, Summit Partners. True Search is a subsidiary of True Talent Advisory, a global portfolio of human capital services and products for high-growth tech and tech-enabled organizations.

New Board of Directors

In January, True announced the formation of its board of directors.  The board will help guide the organization’s next generation of industry-changing solutions across the talent lifecycle.

“Whether it’s executive search, strategic hiring, candidate sourcing, leadership development, or technology, we are constantly looking for ways to push the industry forward,” said Joe Riggione, founder and co-CEO of True. “We recognize our clients’ need for efficient people solutions that drive value and growth; our new board will make meaningful contributions to help us continue to innovate and reinvent the space.”

True’s board of directors includes: Jennifer Ceran, CFO of Smartsheet; Alex Shootman, president and CEO of Workfront; and, Evan Wittenberg, EVP and chief people officer at Ancestry and True co-founders and CEOs Brad Stadler and Mr. Riggione.

Contributed by Scott A. Scanlon, Editor-in-Chief; Dale M. Zupsansky, Managing Editor; and Stephen Sawicki, Managing Editor – Hunt Scanlon Media

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