Director of Performance and Growth Marketing

Company: French Florist



Location: Remote



Reports To: Chief Marketing Officer (CMO)



About French Florist



At French Florist, we are not just selling flowers; we are building a
category-defining lifestyle brand. As a fast-growing, "mass-premium" franchise,
we combine breathtaking floral artistry with a seamless, modern digital
experience. We are on a mission to scale to 200+ units nationwide, bringing our
signature “aesthetic authority” and unforgettable customer experiences to
communities across the country.

To help fuel this massive growth, we are looking for a highly strategic,
data-driven, and brand-conscious Director of Performance and Growth Marketing.



The Role

The Director of Performance and Growth Marketing will be the primary architect
of our digital revenue engine. You will own the full-funnel customer journey:
from the first ad they see, to the frictionless experience on our website, to
the personalized emails that keep them coming back.

You will oversee a robust digital paid media strategy, manage top-tier agency
partners, collaborate closely with our Technology team to drive site
conversions, and lead our CRM and loyalty initiatives. If you are passionate
about scaling franchise systems, love digging into the data, and understand that
performance marketing must still look and feel "premium," this is the role for
you.



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Key Responsibilities



1. Customer Acquisition and Paid Media Management

* 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.

2. Conversion Rate Optimization (CRO) and Site Experience

* 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.

3. CRM, Retention, and Loyalty

* 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.



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What You Bring to the Team

* 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.

* 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.

Why Join Us?



You will be joining at the ground level of a major national expansion. You will
have a front-row seat to building a 50+ year legacy brand, the budget to make a
massive impact, and a culture that values high integrity, continuous learning,
and having "skin in the game."



Benefits and Compensation:

* Base Salary: $140K-$170K per year

* Annual Bonus: 20% of Base Salary

* Long-Term Equity: Standard Grant

* Paid time off + professional development stipend

* Unlimited access to flowers and moments that move you