A recent conjecture of Fyodorov--Hiary--Keating states that the maximum of the absolute value of the Riemann zeta function on a typical bounded interval of the critical line is $\exp\{\log \log T -\frac{3}{4}\log \log \log T+O(1)\}$, for an interval at (large) height $T$. In this paper, we verify the first two terms in the exponential for a model of the zeta function, which is essentially a randomized Euler product. The critical element of the proof is the identification of an approximate tree structure, present also in the actual zeta function, which allows us to relate the maximum to that of a branching random walk.