The Marketing Veteran Leverages Experience with Adidas, Johnson & Johnson, ExxonMobil and The Good Feet Store
French Florist, a floral boutique franchise, has appointed Ben Cohen chief marketing officer. Cohen has more than two decades of marketing experience with brands including Adidas, Johnson & Johnson, ExxonMobil and The Good Feet Store. His focus with French Floral is on improving local performance and strengthening systemwide unit economics through marketing.
“I was immediately drawn to French Florist because of the rare opportunity to build a true mass premium, category-defining lifestyle brand,” Cohen said. “The floral industry is ripe for disruption, and French Florist combines breathtaking floral artistry with a modern digital experience. Having spent years scaling franchise systems, I knew the brand was at a pivotal inflection point. The opportunity to step into a fast-paced environment and architect the marketing engine that will fuel our expansion to 200-plus locations nationwide was simply too exciting to pass up.”
Building out omnichannel campaigns and launching new customer lifetime value-focused initiatives, such as subscriptions and loyalty programs, are essential components to the brand’s marketing engine, he explained. “This ultimately ensures our marketing organization serves as a highly automated, highly measurable business driver for our franchisees.”
Cohen said franchisors must focus on providing true marketing as a service to their owners. “This means abandoning vanity metrics, obsessing over the key performance indicators that actually drive profitability and delivering hyper-localized, data-driven playbooks that allow franchisees to confidently execute in their local markets,” he said.
Strategic Additions to Development Team
French Florist leaders made additional appointments to the brand’s franchise development team, including Joseph Rose as chief technology officer, Natasha Ahluwalia as head of supply chain, and Katie Heaps as franchise sales and marketing manager.
Michael Jacobson, CEO of French Florist, said the new team members are key to fostering the brand’s nationwide expansion. “These additions represent a major investment in the future of French Florist and the success of our franchise owners,” Jacobson said. “With a growing team of more than 50 corporate employees, we’re strengthening the infrastructure behind our system to better support franchisees at every stage. Each of these leaders brings expertise that will drive unit-level performance, streamline operations and help build a more scalable, efficient and profitable system.”
About French Florist
Founded in 1978, French Florist is a floral boutique concept that offers handcrafted arrangements, designer vases, plants and gift items for birthdays, holidays and more.
