Responsibilities

• Own the Paid Media Engine: Oversee all digital paid media channels with a heavy emphasis on Paid Search (Google Ads) and Paid Social (Meta, TikTok, Pinterest).
• Agency Leadership: Manage and direct our external Performance Marketing agencies, ensuring they are hitting strict CAC, ROAS, and overall revenue targets while adhering to our brand guidelines.
• Franchise Enablement: Develop scalable digital acquisition playbooks ("Marketing as a Service") that can be rolled out to new franchise locations to ensure rapid, profitable local growth with our agencies.
• The “Digital Shelf”: Partner with our Technology and Product teams to continuously optimize the French Florist website.
• Frictionless Premium: Design and execute a rigorous A/B testing roadmap for landing pages, checkout flows, and product merchandising to lift conversion rates without sacrificing our “mass premium” aesthetic.
• Data Translation: Turn site analytics into actionable product and tech roadmap requests, ensuring we are constantly removing barriers to purchase.
• Beyond the Transaction: Build the strategies that move customers from one-time buyers to lifelong brand advocates.
• Lifecycle Marketing: Oversee our Email and SMS marketing channels (e.g. Klaviyo), building automated, highly personalized flows for onboarding, win-backs, and seasonal gifting.
• Loyalty and Lifetime Value: Spearhead the development and optimization of a world-class customer loyalty program designed to increase repeat purchase frequency and maximize Lifetime Value.

Requirements

• Experience: 8+ years of experience in Performance and Growth Marketing within an e-commerce, retail, or franchise environment.
• Domain Expertise: Deep technical understanding of Paid Search, Paid Social, and CRM platforms. You know what "good" looks like when auditing an agency's ad account.
• Analytical Rigor: Highly proficient in Google Analytics and data visualization tools. You make decisions based on data, not guesses.
• Cross-Functional Leadership: A proven track record of partnering successfully with Technology, Creative, and Operations teams to get campaigns out the door and site updates pushed live.
• The "Mass Premium" Mindset: You understand that direct-response tactics can’t compromise brand equity. You know how to drive urgency and conversion while maintaining an elevated, luxurious brand voice.

Nice To Have

• Franchise or Multi-Unit Experience (Preferred): Prior experience navigating a franchise, dealer network, or highly distributed business model is a major plus. You understand the unique dynamics of balancing a “mass premium” national brand with localized performance, and you know how to build "Marketing as a Service" playbooks that empower local operators to win in their specific markets.

Benefits

• Paid time off + professional development stipend
• Unlimited access to flowers and moments that move you