Senior Manager, SEO & Organic Growth

Job Title: Senior Manager, SEO & Organic Growth Location: Remote (must be in the United States) Reports To: Director of Performance and Growth Department: Marketing 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 strategic and highly analytical Senior Manager, SEO & Organic Growth to own French Florist's organic search strategy across our national e-commerce business and growing franchise network. We’re an AI-forward company, and we’re looking for someone who uses AI to multiply their own output, not just optimize for it. This is a senior individual contributor role with end-to-end ownership of SEO. You will set the strategy, prioritize the roadmap, identify growth opportunities, and drive execution across Marketing, Technology, Content, Analytics, Merchandising, and franchise teams. You will also help define how French Florist shows up across both traditional search and emerging AI-driven search experiences. Reporting to the Director of Performance & Growth, 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. SEO Strategy & Organic Growth Own and execute the overall SEO and organic growth strategy across national e-commerce and local search. Build and maintain a prioritized SEO roadmap based on search demand, customer intent, business value, competition, and performance data. Identify opportunities to increase qualified organic traffic, transactions, and revenue across products, categories, content, and locations. Develop scalable SEO frameworks and playbooks as the business and franchise network grow. Monitor search trends, algorithm changes, competitors, and evolving customer behavior. 2. Technical SEO & Site Architecture Own technical SEO strategy across crawlability, indexation, site architecture, internal linking, redirects, canonicalization, structured data, and Core Web Vitals. Conduct technical audits and translate findings into prioritized, business-focused recommendations. Partner with Technology and Development teams to implement SEO improvements and ensure SEO is incorporated into website initiatives and launches. Establish technical SEO standards and proactively identify structural issues that could limit organic growth. 3. Content, On-Page & Local SEO Develop search-driven content and on-page strategy based on customer intent, keyword opportunities, product performance, and competitive gaps. Establish standards for metadata, headings, internal linking, information architecture, and search-focused content. Determine when pages or content should be created, optimized, consolidated, redirected, or removed based on performance and business value. Own the local SEO strategy across the growing franchise network, including location pages, local search visibility, and scalable location-specific search opportunities. Partner with franchise owners and internal teams to communicate local SEO performance, answer questions, and identify opportunities. 4. Emerging Search & GEO Develop strategy for visibility across AI-powered search, Google AI Overviews, answer engines, and other emerging search experiences. Evaluate how changes in search behavior affect French Florist's organic visibility and customer acquisition. Test and develop scalable approaches to improve visibility across traditional and AI-driven search. Ensure SEO strategy evolves as search technology and user behavior change. 5. Analytics, Tracking & Cross-Functional Leadership Build AI-powered workflows and tools that scale SEO execution across hundreds of pages and franchise locations, and help teams across the organization adopt them. Own SEO measurement and organic traffic tracking across GA4, Google Search Console, and other relevant analytics and SEO platforms. Ensure accurate tracking of organic traffic, conversions, revenue, landing-page performance, and other key SEO metrics. Troubleshoot tracking, attribution, data quality, and reporting issues; identify root causes and partner with Development to resolve technical issues. Define tracking requirements for new website features, page types, SEO initiatives, and site changes to ensure performance can be accurately measured. Use analytics and business data to identify opportunities, diagnose performance changes, and connect SEO activity to meaningful business outcomes. Build clear reporting and communicate performance, priorities, and recommendations to leadership. Serve as the internal SEO subject-matter expert across Marketing, Technology, Content, Analytics, Merchandising, and Operations. Influence cross-functional teams and senior stakeholders without direct authority. Translate complex SEO, analytics, and technical concepts into clear, actionable business recommendations. Establish scalable SEO processes and standards that enable teams across the organization to execute against the organic growth strategy. Success Measures Organic Growth: YoY growth in qualified organic traffic, transactions, and revenue. Search Visibility: Improved visibility and share of voice across high-intent non-brand search terms. Technical Health: Strong crawlability, indexation, site architecture, and technical SEO performance with fewer high-impact issues. Local SEO: Improved Local Pack/Maps visibility and qualified organic traffic across franchise locations. Emerging Search: Increased visibility across AI-driven search experiences where measurable. Measurement: Accurate, reliable SEO tracking and reporting with issues identified and resolved quickly. Business Impact: SEO priorities are tied to revenue and growth goals and integrated into broader website, content, merchandising, and marketing decisions. Qualifications 7+ years of progressive SEO experience with significant ownership of organic growth strategy. Proven experience driving measurable organic traffic, visibility, and revenue growth for an e-commerce or large-scale consumer website. Strong AI fluency: you use AI tools (e.g., Claude, ChatGPT, Gemini) daily to work faster and smarter for keyword and intent research, content briefs, technical audits, data analysis, and automating repetitive SEO tasks and you know where human judgment, brand voice, and quality control still matter. Deep technical SEO expertise, including site architecture, crawlability, indexation, internal linking, redirects, structured data, and Core Web Vitals. Strong understanding of e-commerce search behavior across products, categories, content, and transactional queries. Strong hands-on experience with GA4 and Google Search Console, including configuring, validating, and troubleshooting tracking and measurement. Ability to independently diagnose data, attribution, and tracking issues and clearly communicate technical requirements to Development teams. Advanced experience with Ahrefs, Semrush, Screaming Frog, and related SEO tools. Working knowledge of HTML, CSS, JavaScript, and Schema markup. Strong understanding of AI search, GEO/AEO, and the evolving search landscape. Strong analytical and data-driven decision-making skills with the ability to connect SEO performance to business outcomes. Exceptional communication skills and ability to influence technical and non-technical stakeholders. Strategic, curious, autonomous, commercially minded, and comfortable challenging assumptions with data. 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. 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 work with a visually stunning product where our \"aesthetic authority\" and a commitment to unforgettable, joyous customer experiences are at the heart of everything we do. Fuel Explosive Nationwide Growth: You're joining at the perfect inflection point as we scale rapidly to over 200 units nationwide in the next few years, giving you a front-row seat to an incredible expansion. Build the Playbook from the Ground Up: You will have the 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 directly impact our franchise partners. By driving digital excellence and brand visibility, you will build the \"Marketing as a Service\" engine that gives small business owners the 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 elevate the floral industry. Compensation and Benefits • $125,000 to $142,500/year • Employee stock option eligibility after one year • Paid Time Off, Paid Holidays, Professional Development Stipend • Health benefits (medical, dental & vision) + voluntary benefits available • 401k Retirement Program