Job Title: Senior Marketing Manager, Floral E-commerce

iBuyFlowers is looking for a US-based Senior Marketing Manager with proven experience in the flower industry, digital marketing, e-commerce and people leadership.

You will lead and further develop our international marketing team while building a measurable, scalable marketing capability across the complete customer lifecycle: from acquiring and activating new customers to increasing repeat purchases, improving retention and winning back inactive customers.

This is a true leadership role. You will set the direction, establish clear priorities and accountability, coach the team and ensure that marketing delivers measurable commercial results. You will remain close enough to the work to assess quality and remove barriers, without becoming the default executor.

This is not a traditional brand or communications role. We are looking for a commercially minded marketing leader who understands digital customer behavior, knows how e-commerce growth works and can translate data into clear priorities, team performance and results.

Lead and develop the marketing team

• Lead, coach and develop a Netherlands-based multidisciplinary marketing team, creating clear ownership, priorities and measurable objectives.
• Establish a consistent operating rhythm for planning, execution, performance reviews and corrective action.
• Develop team expertise, judgment and ownership through delegation, feedback and coaching.
• Address capability gaps and underperformance directly and constructively.
• Decide which capabilities to build internally and which to source through freelancers or agencies.
• Use processes, data, technology, automation and AI to build a scalable marketing organization while staying close enough to assess quality and remove barriers.
  

Build our marketing and customer lifecycle strategy

• Develop an integrated strategy covering acquisition, activation, repeat purchase, retention and win-back.
• Translate commercial priorities into segments, campaigns, channels, measurable targets and clear team ownership.
• Build annual, quarterly and monthly marketing plans aligned with flower seasonality, holidays, weddings and product availability.
• Allocate team capacity and marketing resources based on customer potential, expected return and retention risk.
• Ensure the team understands how its work contributes to customer and commercial growth.

Lead digital marketing and e-commerce growth

• Lead paid acquisition, CRM and lifecycle marketing, content, SEO and emerging channels.
• Increase qualified traffic and registrations from relevant floral professionals.
• Improve registration-to-first-order conversion and digital customer journeys using behavioral and commercial data.
• Manage customer acquisition costs and return on marketing investment.
• Assess and challenge specialists, agencies and channel recommendations, evaluating them on customer and commercial outcomes.

Increase activation, retention and win-back

• Build structured onboarding and first-order activation programs.
• Improve first-to-second-order conversion, repeat purchase and purchase frequency.
• Segment customers by lifecycle stage, behavior, value and potential.
• Develop measurable retention and win-back campaigns for active, declining, dormant and lost customers.
• Coordinate automated marketing and personal Sales intervention with clear ownership across Marketing, CRM and Sales.

Manage marketing as a commercial investment

• Own the marketing budget, forecasts and performance reporting.
• Connect marketing decisions to revenue, gross margin, contribution margin and customer value.
• Build dashboards and translate marketing targets into clear team KPIs and accountability.
• Review performance, variances and corrective actions, scaling or stopping activities based on demonstrated commercial impact.
• Build a documented and predictable marketing function that is not dependent on individuals or agencies.

This role requires a specific combination of industry knowledge, digital expertise, e-commerce experience and people leadership.

You must have:

• At least 8 years of relevant marketing experience, including at least 3 years in a people leadership role.
• Proven professional experience in the flower industry, with a strong understanding of floral products, seasonality, professional customers and industry dynamics.
• Deep digital marketing expertise across paid acquisition, CRM and lifecycle marketing, content, SEO, analytics and campaign optimization.
• Direct e-commerce experience with measurable responsibility for acquisition, activation, conversion, repeat purchase, retention and/or win-back.
• Proven B2B marketing experience or highly relevant B2C flower e-commerce experience.
• Proven experience leading, coaching and developing a multidisciplinary marketing team, including setting objectives, delegating ownership and managing performance.
• Experience managing internal specialists, freelancers, agencies, marketing budgets, forecasts and commercial KPIs.
• Strong analytical and commercial judgment, the ability to challenge digital specialists based on your own expertise, and professional fluency in English.

Flower industry experience, digital marketing expertise and direct e-commerce experience are all required for this position. Candidates who do not meet all four requirements will not be considered.

The expected US base salary range is $120,000 to $130,000 OTE, depending on experience and demonstrated fit.

Additional flexibility may be considered for an exceptional candidate who fully combines flower industry expertise, digital e-commerce experience, customer lifecycle knowledge and proven people leadership.

Employee benefits and approved business travel expenses are separate from this compensation.