Company Overview

French Florist is a floral boutique reimagining what it means to give and receive flowers. Our

handcrafted arrangements are intentionally designed by expert floral designers using only the highest-quality blooms sourced from the best farms around the world. Whether for celebration,

connection, or simply delight, our flowers do more than decorate—they elevate and transform

moments.

With thriving corporate boutiques in Los Angeles and a rapidly expanding franchise network

nationwide, French Florist is on a mission to create a more loving and compassionate world

through flowers. As purveyors of beauty and connection, we don’t just deliver arrangements—we deliver emotion, meaning, and magic.

Role Summary

We are seeking a highly analytical and strategic Manager, SEO & CRO to own our organic digital visibility, manage our online brand reputation, and drive website conversion rate optimization.

Reporting to the Marketing Leadership Team, you will ensure that French Florist is easily discoverable across both traditional and AI-driven search engines, maintains a flawless reputation across our growing network of franchise locations, and delivers a frictionless, high-converting digital experience.

Key Responsibilities

1. Search and Generative Visibility (SEO, GEO, and AEO)

• Search Engine Optimization (SEO): Develop and execute a comprehensive organic search strategy to drive qualified, high-intent traffic to our national domain and localized franchise pages.

• Generative and Answer Engine Optimization (GEO / AEO): Future-proof our discoverability by optimizing our content for AI-driven search platforms (e.g. Google AI Overviews, ChatGPT, Perplexity), ensuring French Florist is consistently recommended as the premier floral choice.

• Technical SEO: Partner with the Technology Team and external SEO partners to monitor and improve site architecture, Core Web Vitals, and mobile performance.

2. Online Reputation and Reviews Management

• Multi-Unit Reputation Management: Oversee the online reputation for the corporate brand and individual franchise locations across key platforms (Google Business Profile, Yelp, Trustpilot, etc.).

• Review Strategies: Develop automated and manual playbooks to ethically generate high-quality customer reviews at scale, including the critical Pre-Opening and Opening phases for new boutiques.

• Response Protocols: Establish and implement clear, on-brand guidelines for responding to both positive and negative reviews, turning customer feedback into a tool for retention and trust-building.

3. Conversion Rate Optimization (CRO)

• Funnel Optimization: Analyze website user behavior to identify friction points within the customer journey, from landing page entry to final checkout.

• A/B Testing: Design, launch, and measure rigorous A/B and multivariate tests on landing pages, product pages, and checkout flows to maximize conversion rates and revenue per visitor.

• Data Analysis: Utilize Google Analytics, heatmapping tools, and user recording software to translate raw data into actionable UX/UI improvements.

Qualifications

• Experience: Minimum of 5+ years of hands-on experience in SEO, digital marketing, and website optimization.

• Industry Background (Highly Preferred): Previous experience working with a consumer retail brand.

• Business Model Experience (Highly Preferred): Prior experience navigating a franchise, dealer network, or highly distributed multi-unit business model. You understand the complexities of managing local SEO and reviews at scale.

• Technical Proficiency: Deep working knowledge of SEO tools (e.g. Ahrefs, SEMrush, Screaming Frog), CRO / Testing platforms (e.g. Optimizely, VWO, Google Optimize), web analytics platforms (e.g. Google Analytics 4, Google Tag Manager, Google Search Console), and HTML / CSS / Schema.

• Analytical Mindset: You rely on data, not assumptions, to make decisions. You are highly proficient in compiling, visualizing, and reporting on digital performance metrics.

• Communication: Exceptional written and verbal communication skills, with the ability to clearly articulate technical digital strategies to cross-functional teams and franchise owners.

What Makes This Role Exciting

• Champion a Purpose-Driven, Premium Brand: We are not just selling flowers; we are building a category-defining lifestyle brand. You will get to work with a visually stunning product where our "aesthetic authority" and a commitment to creating unforgettable, joyous customer experiences are at the heart of everything we do.

• Fuel Explosive Nationwide Growth: You will be joining at the perfect inflection point. We are on a massive, fast-paced trajectory to scale from our current footprint to over 200 units nationwide over the next few years, giving you a front-row seat to an incredible expansion story.

• Build the Playbook from the Ground Up: This isn't a role where you just maintain the status quo. You will have the rare autonomy and executive backing to act as a true "builder", architecting the scalable processes, digital infrastructure, and marketing models that will define our operations at scale.

• Empower Local Entrepreneurs: Your work will have a direct, meaningful impact on our franchise partners. By driving digital excellence and brand visibility, you will be building the "Marketing as a Service" engine that provides small business owners with the exact tools they need to thrive in their local communities.

• Leave a Lasting Legacy: We are building a 50-year brand. You will be part of a high-integrity, collaborative culture that values continuous learning, bold ideas, and true "skin in the game" as we disrupt and elevate the floral industry.