Director of Performance and Growth Marketing

French Florist is a fast-growing franchise that combines floral artistry with a modern digital experience. They are seeking a Director of Performance and Growth Marketing to architect their digital revenue engine, overseeing customer acquisition, conversion rate optimization, and customer loyalty initiatives.

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:

• 8+ years of experience in Performance and Growth Marketing within an e-commerce, retail, or franchise environment
• Deep technical understanding of Paid Search, Paid Social, and CRM platforms
• Highly proficient in Google Analytics and data visualization tools
• A proven track record of partnering successfully with Technology, Creative, and Operations teams
• 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
• Prior experience navigating a franchise, dealer network, or highly distributed business model