How Team Alignment and Founder-Led Marketing Fueled FiftyFlowers’ Explosive Growth With Liza Roeser

Minds of Ecommerce

Liza Roeser is the Founder and CEO of FiftyFlowers, an innovative online floral retailer that delivers farm-fresh flowers directly to customers across the US. Her journey began in the early 1990s with the Peace Corps in Ecuador, where she developed a passion for the floral industry and later spent over a decade building relationships with sustainable farms worldwide. Under her leadership, FiftyFlowers has grown into a multimillion-dollar business with over a million orders delivered. A serial entrepreneur, Liza also founded Flower Fix, Farm Exports, Inc., and The Flower CEO, where she shares insights on entrepreneurship, ecommerce, and the floral industry.

In this episode…

Hiring the right people is hard — keeping them in the right roles as your company scales is even harder. When a business evolves from startup to eight and nine figures, the team that got you there might not be the team to take you further. How do you reassess your structure without disrupting momentum or compromising your culture?

Liza Roeser, a leader in the floral ecommerce space, offers hard-won lessons on navigating team restructuring during rapid growth. Liza emphasizes the power of the “right people, right seats” philosophy from Jim Collins and how using tools like the Entrepreneurial Operating System (EOS) framework and the GWC analysis can help leaders make data-backed decisions about personnel. She also highlights the importance of onboarding rigor, cultural alignment, and frequent evaluations to catch misalignments early. Through constant, value-driven contact across all stages of the customer journey, brands can improve customer engagement, especially when the product experience is deeply emotional or tied to milestone events.

In this episode of the Minds of Ecommerce, Raphael Paulin-Daigle interviews Liza Roeser, Founder and CEO of FiftyFlowers, about building high-performing teams while scaling. Liza shares how she uses EOS to evaluate team alignment, why founder-led marketing builds deeper trust, and how expectation management creates lifelong customer advocates.