Director of MerchandisingAbout FiftyFlowers
At FiftyFlowers, we connect customers with the world’s finest farms to deliver fresh, premium
flowers directly to their doorsteps. We are building an unshakeable global infrastructure, driven
by automated data pipelines ("Bloom Brain") and an unwavering core value to Inspire Joy. As
we scale; we are eliminating operational entropy by creating frictionless, high-performance
digital experiences for both our D2C consumers and B2B professional floral buyers.
The Opportunity & Role Purpose
We are seeking a strategic Director of Merchandising to own what our customers see, how our products are organized and presented, and how we guide customers toward the right products across every sales channel.
You will connect customer behavior, market demand, product performance, availability, and seasonal opportunities into a unified merchandising strategy across FiftyFlowers.com, B2B/wholesale (FarmExports), Google Shopping, social commerce, marketplaces, and emerging channels.
Your primary mission is twofold:
- Build a Customer-Led Merchandising Strategy: Ensure the right products are presented to the right customers, in the right way, based on customer needs, search behavior, performance, seasonality, availability, and business priorities.
- Create a High-Converting Product Experience: Establish the standards and merchandising strategies that improve product discovery, presentation, search, recommendations, cross-selling, and overall product performance.
Core Accountabilities & Success Outcomes
- Own Cross-Channel Merchandising Strategy: Develop merchandising strategies by customer segment, product category, occasion, use case, and sales channel that improve product relevance, conversion, revenue per session, and customer satisfaction.
- Drive Product Presentation Standards: Establish clear standards for photography, naming, copy, categorization, attributes, collections, product-page presentation, and related-product recommendations so the product experience is consistent and compelling across channels.
- Own Product Discovery Strategy: Lead the merchandising strategy for categories, collections, product taxonomy, customer-facing navigation, site-search rankings, synonyms, boosts, product recommendations, cross-selling, and upselling.
- Translate Customer & Performance Data Into Action: Use customer behavior, search demand, zero-result searches, product performance, conversion data, market trends, and customer feedback to identify merchandising opportunities and priorities.
- Align Merchandising With Product Availability: Partner with Product Management, Supply Chain, and Sales Account Management to translate seasonality, grower capacity, inventory constraints, and availability into product visibility and promotional decisions.
- Lead Promotional Product Strategy: Determine which products, categories, collections, and customer needs should be promoted and why, partnering with Marketing on campaign timing, creative, messaging, and execution.
- Own Merchandising Testing & Optimization: Build a test-and-learn roadmap around product positioning, category organization, search rankings, recommendations, imagery, naming, content, and product-page merchandising.
- Optimize Product Feeds & Marketplace Presentation: Own the merchandising quality of Google Shopping and Merchant Center product content, including titles, descriptions, images, taxonomy, categorization, attributes, and assortment.
- Lead the Merchandising Function: Establish priorities, standards, operating rhythms, and accountability for the Merchandiser and merchandising-related resources while partnering closely with Product Management, Marketing, Ecommerce, Operations, Supply Chain, and Technology.
Key Measures of Success
- Conversion rate (driven by merchandising improvements)
- Revenue per session
- Search-to-purchase rate
- Product and category performance
- Promotional performance and ROI
- Product-content quality and consistency
- Site search and product recommendation performance
- Google Shopping & Merchant Center merchandising quality
- Customer satisfaction
- Merchandising execution against established priorities
What the Role is NOT Accountable For
To maintain clear ownership between Merchandising and Ecommerce:
- You do not own Shopify architecture, website development, integrations, applications, site speed, technical SEO, analytics implementation, or the ecommerce technology roadmap. The Head of Ecommerce owns these areas.
- You define the merchandising strategy for navigation, site search, product recommendations, Google Merchant Center, and conversion testing; Ecommerce owns the technical platforms, integrations, functionality, and implementation that support those strategies.
- You do not own overall website ADA/accessibility compliance or technical remediation. Ecommerce owns technical accessibility; Merchandising is responsible for ensuring product content follows established accessibility standards, including appropriate alt text and content structure.
Final product pricing remains owned by Product Management. Marketing owns campaign creative, messaging, timing, and execution.
Key Qualifications & Experience
- 5+ years of experience in digital merchandising, ecommerce merchandising, retail merchandising, product marketing, or a closely related field.
- Proven experience developing merchandising strategies across multiple digital sales channels.
- Strong understanding of how customers browse, search, compare, and purchase products online.
- Demonstrated ability to translate customer behavior and performance data into assortment, positioning, product-presentation, and promotional decisions.
- Strong knowledge of ecommerce analytics, site search, navigation, product discovery, cross-selling, upselling, and conversion optimization.
- Hands-on experience with platforms such as Shopify, GA4, Searchspring, Google Merchant Center, or comparable tools.
- Experience building and evaluating testing and experimentation programs.
- Strong cross-functional and people leadership skills with the ability to create alignment and accountability.
Preferred: Experience in D2C ecommerce, B2B/wholesale, marketplaces, seasonal products, perishables, or a farm-direct business model.
Culture Fit & Desired Style
We are looking for a leader who models our AGILE values:
- Act with Fearless Innovation
- Grow by Doing the Hard Things
- Inspire Joy
- Lead with Love and Care
- Evolve by Being Curious
If you are a customer-obsessed merchandiser who loves combining product instinct with data, creating order from complexity, and building shopping experiences that help customers confidently find the right products, we want to hear from you.
Pay: $105,000.00 - $125,000.00 per year
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Flexible schedule
- Health insurance
- Health savings account
- Paid time off
- Parental leave
- Vision insurance
Work Location: Remote
