Freddie’s Flowers was founded by Freddie Garland in October 2014 with one ambition: to change people’s relationship with flowers. We believe flowers aren’t only for grand occasions, but they make every day special, inspiring creativity and sparking joy.
Our starting point was our direct-to-consumer subscription model, helping us grow a loyal UK following. We launched in Germany in 2020, and then in 2021 we secured significant backing from The Craftory, a like-minded purpose-led global investment house, helping us expand, develop and grow. 2023 saw us start our gifting service – bringing the best of Freddie’s Flowers to everyone who needs it (even last minute!).
From the seed of an idea we continue to flourish; we’re now a B Corp organisation. And our founding mission remains unchanged – to change the world of flowers, and to change the world with flowers.
About the Role
The Merchandiser is responsible for ensuring the optimal product mix, pricing, and promotional strategy to maximise commercial performance across subscription and gifting in both the UK and Germany. This role is a critical link between the Flowers, Creative, Ops/Buying, Marketing and Commercial teams.
Key Responsibilities
1. Flower range planning
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Oversight and planning of the upcoming flower calendar - working with the Flower and Commercial teams to ensure we have a balanced range of styles, colours and price points, taking account of seasonal moments in both the UK and Germany.
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Manage and communicate the calendar, taking ownership of launch/end dates, pricing and sales channels (core subscription, choice for subscription, gifting) and any changes that may occur mid-cycle
2. Shop range planning
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Own, source and manage add-ons and shop range
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Drive growth in AOV through add-ons and incremental revenue from one-off shop purchases
2. Pricing
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Set and manage pricing for all arrangements across choice and gifting
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Experiment with dynamic pricing on gifting
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Work closely with Buying and Flower teams to understand cost and manage margin
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Set and manage pricing for shop products
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Competitor analysis across both markets
3. Peak Period Trading
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Manage peak period short term trading (Valentine's Day, Christmas, Mother’s day), focusing on maximising net revenue whilst taking account of waste
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Ensure the gifting range is optimised for conversion during seasonal peaks
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Manage delivery fees, optimising for profit
4. Visual Merchandising and Weekly Trading
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Manage visual merchandising onsite across flowers and add-ons
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Manage product listings and navigation to drive sales across gifting and subs
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Use the above levers to maximise net profit on a weekly basis, taking account of waste
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Ensure products are correctly tagged to aid discovery
5. Performance Reporting and Analysis
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Produce weekly and monthly performance reporting on key trading metrics relevant to the range, including subscription sales, subscription swaps, gifting sales, and traffic to/ CVR on gifting PDPs.
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Use performance data, competitor analysis and consumer insights to inform future range, pricing, and promotional strategies.
Requirements
Essential Skills & Experience:
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Proven experience as a Merchandiser, Trader, or similar role, preferably within a direct-to-consumer (D2C) or fast-paced retail business.
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Strong commercial acumen with a track record of sales and margin growth
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Strong analytical skills with experience in interpreting sales data and generating commercial insights.
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Excellent cross-functional collaboration and stakeholder management skills (Creative, Marketing, Operations).
Desirable:
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Experience in a subscription or gifting-focused business
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Familiarity with floral or perishable goods merchandising
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Experience creating and managing a product calendar
Benefits
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Option to buy extra holiday days
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Discounted flowers for friends/family
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WFH (where applicable)
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Learning and Development Support
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Cycle to work scheme
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Employee Assistance Programme
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Discounted gym membership
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Cash plan with Medicash
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Health and wellbeing sessions with The Mind Clinic
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Team socials and events
Inclusion:
Freddie’s Flowers recognises our success is dependent on the success of our people. Freddie’s Flowers is committed to creating an inclusive work environment with a diverse workforce where everyone feels safe and valued. All applicants will receive consideration for employment without regard to race, religion, gender, sexual orientation, national origin, disability or age.
