October 20, 2008, 12:00 AM

A new president blooms at FTD Group

United Online has appointed Robert S. Apatoff president of the company’s FTD Group Inc. subsidiary. Apatoff previously was managing director at Patriarch Partners, a private equity investment firm.

United Online Inc. has appointed Robert S. Apatoff president of the company’s FTD Group Inc. subsidiary, effective Nov. 3. Apatoff served as a director of FTD for four years until its acquisition by United Online on August 26.

Apatoff will report to United Online chairman, president and CEO Mark R. Goldston, who will assume the additional role of CEO of florist FTD Group effective Nov. 3.

Apatoff most recently served as managing director at Patriarch Partners LLC, a private equity investment firm, where he was responsible for the management and development of Patriarch’s consumer goods companies. Prior to that, he was president and CEO of Rand McNally & Co., where he completed the successful sale of the company to Patriarch Partners in December 2007.

“This will be the third time that Rob Apatoff and I have teamed up together in the past 20 years,” Goldston says. “In addition to being a great leader and marketer, Rob is a true retail strategist. His vision and talent should be a welcome presence to the thousands of FTD member florists who are the lifeblood of the FTD retail network.”

Apatoff also has served as senior vice president and chief marketing officer at The Allstate Corp., and in senior management and marketing roles at Aetna Inc., L.A. Gear Inc., Reebok International Ltd. and Anheuser Busch Inc.

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