Manager, SEO & Digital Growth

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

The Manager, SEO & Digital Growth will own French Florist’s organic digital growth across traditional search, generative search, local discovery, and the website experience. This hands-on role will help ensure customers can easily discover French Florist across organic search and emerging AI-powered search experiences, find relevant local store information, and move seamlessly from discovery to purchase.

This hands-on role connects GEO, SEO, local search, content, UX, CRO, and analytics to create a cohesive digital growth engine across French Florist’s multi-location business. The Manager will oversee local search across the company’s locations, using customer feedback and performance data to identify opportunities to improve the digital experience and brand presence. They will partner closely with Marketing, Development/Technology, and franchise owners to turn insights into measurable improvements in discovery, engagement, conversion, and revenue.

As an individual contributor, this person will be both strategic and hands-on, building the roadmap, identifying opportunities, executing key initiatives, developing scalable processes, and coordinating specialized resources when additional production or technical support is needed with the goal to increase revenue across our Franchise and Corporate owned physical store locations.

Key Responsibilities

1. Generative Engine Optimization (GEO)

• Lead French Florist’s overarching GEO initiatives and presence across next-generation AI platforms.

• Formulate frameworks that elevate brand prominence, accuracy, and domain authority within AI engines.
• Track performance and presence across Google AI Overviews, ChatGPT, Perplexity, and new discovery channels.
• Uncover strategic avenues to boost citation rates, brand mentions, recommendation frequency, and AI market share.
• Embed GEO best practices across site copy, landing pages, schema markup, and associated digital touchpoints.
• Analyze shifting trends within generative search to convert fresh insights into high-impact growth execution.
• Leverage specialized AI search platforms and analytics software to track visibility and guide ongoing tactical refinements.

2. SEO & Organic Brand Visibility Growth

• Spearhead comprehensive search engine optimization strategy and long-term expansion roadmaps.

• Perform deep-dive evaluations of keywords, consumer search intent, rival positioning, and high-value growth avenues.
• Enhance digital touchpoints across corporate web assets and localized store presence.
• Implement routine technical optimizations while teaming with Engineering on complex platform architecture.
• Oversee site health, indexation, schema structure, Core Web Vitals, and overall technical performance metrics.
• Design and deploy elevated content enhancement models to amplify domain presence.
• Pinpoint high-converting organic channels to drive qualified visitor traffic and bottom-line growth.
• Track performance analytics continuously, adapting strategy to maximize ROI across search touchpoints.

3. Local Search Optimization & Store Network Expansion

• Direct localized search engine initiatives across French Florist’s expanding storefront ecosystem.

• Curate and refine local business profiles for all active franchise and corporate outposts.
• Build standardized operational workflows to launch and enhance digital presence for new store openings.
• Track regional search rankings, profile integrity, store discovery metrics, and user interactions.
• Elevate localized web touchpoints while preserving unified corporate brand standards.
• Collaborate with franchise operators and cross-functional partners to maximize localized digital revenue.

4. CRO, UX & Experimentation

• Spearhead conversion-rate optimization framework across the full end-to-end customer journey, from entry touchpoints through final checkout.

• Evaluate user session replays, heatmaps, purchase funnels, and UX indicators to surface friction points and strategic opportunities.
• Formulate and prioritize structured A/B and multivariate testing roadmaps based on behavioral insights.
• Design, launch, monitor, and document conversion experiments to validate impact on digital revenue.
• Draft mid- and low-fidelity wireframes to guide seamless user experiences across new site initiatives.
• Produce high-converting, search-optimized messaging tailored for strategic web pages and landing experiences.
• Transform search intent and user feedback into actionable enhancements across store architecture, CTAs, navigation, and page layouts.
• Systematically uncover and remove conversion hurdles across the online buying funnel.

5. Analytics, Tracking & Measurement Infrastructure

• Architect, deploy, and manage intuitive reporting dashboards that deliver crystal-clear transparency into organic search, GEO, local discovery, UX metrics, and site-wide conversion velocity.

• Formulate robust measurement frameworks and core success metrics across organic search, generative engines, CRO, and overarching digital expansion programs.
• Direct the strategic architecture, ongoing configuration, and deployment across Google Analytics 4, Search Console, Tag Manager, and associated analytics platforms.
• Conduct continuous deep-dive analyses on traffic dynamics, purchase funnels, revenue per visitor, buyer behavior, and key growth indicators.
• Define baseline performance standards and structured measurement roadmaps to evaluate new digital initiatives and CRO tests.
• Translate complex behavioral data and performance metrics into compelling strategic recommendations and actionable execution steps for leadership.

6. Content Strategy & Digital Experience Enhancement

• Direct search and AI-driven content strategy, setting rigorous standards for quality, editorial voice, and organic authority.

• Craft data-backed editorial frameworks grounded in audience intent, shopping behavior, growth targets, and AI discovery dynamics.
• Author and refine cornerstone web messaging and high-impact digital copy to maximize engagement and domain authority.
• Produce comprehensive content briefs, schema specifications, and structural requirements for web initiatives.
• Lead major organic content expansions while directing external agency partners, copywriters, and production resources.
• Perform systematic content audits and deploy strategic refreshes to elevate existing assets across web touchpoints.
• Guarantee that digital content remains precise, compelling, brand-aligned, and optimized to drive organic traffic and sales.

Qualifications

• Experience: Minimum of 5+ years of hands-on experience in SEO, organic growth, digital marketing, website optimization, or a related field.
• GEO Experience: Demonstrated hands-on experience with Generative Engine Optimization (GEO) and AI-powered search, including platforms such as Google AI Overviews, ChatGPT, and Perplexity.
• Industry Background (Must Have): Experience working with omnichannel brands with multiple physical store presence and DTC.
• Business Model Experience (Highly Preferred): Experience supporting a franchise, dealer network, or other highly distributed multi-unit business model, with an understanding of the complexities of managing local SEO, listings, and reputation at scale.
• Technical Proficiency: Strong working knowledge of SEO tools such as Ahrefs, Semrush, and Screaming Frog; CRO and experimentation platforms; web analytics and tracking platforms including GA4, Google Tag Manager, and Google Search Console; and foundational HTML, CSS, and structured data/schema.
• Communication: Exceptional written and verbal communication skills, with the ability to clearly articulate digital strategies, technical concepts, recommendations, and performance insights to both 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.

Compensation and Benefits

• $105,000 - $130,000/year + Year-End Bonus goals (up to 10%)

• Employee stock option eligibility after one year

• Paid Time Off, Paid Holidays, Professional Development Stipend