B2b Marketing Manager

About Fríant

Fríant is a leading manufacturer of innovative, accessible office furniture. Operating at the intersection of style and function, we’re passionate about upholding the ethos that quality craftsmanship and practicality aren’t mutually exclusive. From panel systems and seating to desks, storage, and more, our team is busy year-round creating everything needed for a total office solution. With headquarters and manufacturing in San Leandro, California and a plant in Suffolk, Virginia, our 630,000 square feet of facilities are equipped with state-of-the-art equipment and skilled fabric and woodworkers. We craft product that helps teams get things done while feeling good doing it, regardless of industry — because at Fríant, all work styles are welcome.

Summary/Objective:

Friant is seeking a B2B Marketing Manager to join our team in San Leandro, CA. This role is responsible for creating and executing innovative strategies to drive engagement, sales and strengthen relationships with furniture dealers, interior designers, architects and consumers. This role focuses on developing multi-channel campaigns, enhancing dealer education, and supporting new dealer acquisition efforts to grow the company’s network and sales.

By leveraging insights from data analysis, feedback surveys, and market trends, the B2B Marketing Manager will design targeted programs that promote Friant’s products, educate dealers and designers on selling strategies, and highlight key industry benefits. This role also collaborates closely with sales and product marketing teams to align engagement initiatives with business objectives, providing the tools and resources dealers need to succeed.

The ideal candidate combines strategic thinking, creative marketing expertise, and exceptional communication skills to enhance the overall dealer and interior designer / architect experience while driving measurable results.

Key Responsibilities:

o Engagement Strategy Development: Create and implement a comprehensive dealer, A&D engagement strategy that aligns with our overall marketing goals. Identify key touchpoints and opportunities to engage furniture dealers and interior designers effectively.

o Communication Campaigns: Design and execute multi-channel marketing campaigns to promote our products, utilizing email, direct mail, push notifications, SMS and webinars. Craft compelling messaging that resonates with dealers & designers, highlighting product benefits and industry trends.

o Relationship Building: Develop relationships with dealers and interior designers to understand their needs and preferences. Act as the primary point of contact for engagement initiatives from the dealers targeting end users.

o New Dealer Acquisition: Develop & execute strategy to onboard dealers not currently selling Friant products via email, Direct Mail, partner & content marketing.

o Webinars and Educational Content: Organize and conduct webinars that educate dealers and designers about our products, features, and selling strategies. Collaborate with product teams to create informative content that supports engagement efforts.

o Data Analysis and Reporting: Monitor and analyze engagement metrics to assess the effectiveness of campaigns and initiatives. Provide regular reports to the marketing team and senior management, outlining insights and recommendations for continuous improvement.

o Collaboration with Sales Teams: Work closely with the sales team to align engagement strategies with sales goals and initiatives. Support the sales team and partner with product marketing to provide them with tools and resources to enhance their outreach efforts to dealers & designers.

o Reviews, User Testing, Surveys, Feedback: Create and distribute regular dealer surveys to find dealer pain points and challenges.

Core Competencies:

o Proven experience in developing and executing multi-channel marketing campaigns (email, social media, direct mail, SMS, and webinars)

o Strong understanding of B2B marketing strategies, particularly in the furniture or manufacturing industries

o Ability to create content tailored to dealer and designer audiences, highlighting industry trends and product benefits

o Experience in collaborating with sales teams to align marketing strategies with business goals

o Proficiency in analyzing sales data, engagement metrics, and market trends to inform marketing strategies

o Strong analytical skills to evaluate campaign performance and recommend optimization strategies

o Experience in designing and implementing programs that enhance customer engagement and loyalty

o Excellent verbal and written communication skills to convey product benefits and marketing initiatives

o Skilled in presenting insights and strategies to cross-functional teams and leadership

o Familiarity with CRM platforms, email marketing tools, and data visualization software

o Proficiency in survey tools to collect and analyze dealer feedback and pain points

o Industry knowledge of furniture manufacturing, dealer sales models, and market dynamics is a plus

o Strong organizational skills to manage multiple campaigns, initiatives, and dealer programs simultaneously

o Ability to meet deadlines and adapt to changing priorities in a fast-paced environment

Work Environment:

While performing the duties of this job, the employee operates in a professional office environment. This role routinely uses standard office equipment such as computers, phones, photocopiers, and other office equipment. Appropriate personal protective equipment will be required when visiting production areas.

Required Education and Experience:

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field
• Advanced degree or certification in marketing, analytics, or a related discipline is a plus
• 5+ years of experience in B2B marketing, customer engagement, or a similar role, preferably in the furniture, manufacturing, or related industry
• Proficiency with marketing automation tools, CRM platforms (e.g., Zoho, HubSpot), and email marketing software
• Experience with mobile app marketing tools (e.g. Braze, Branch Metrics) a plus

* When applying, please include your LinkedIn profile URL along with your resume.

Supervisory Responsibility:

This position does not have any supervisory responsibilities.

**Disclaimer: This job description is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the job. While this is intended to be an accurate reflection of the current job, management reserves the right to revise the job or to require that other or different tasks be performed as assigned.

Job Type: Full-time

Pay: $100,000.00 - $120,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Flexible spending account
• Health insurance
• Paid time off
• Vision insurance

Schedule:

• Day shift
• Monday to Friday

Application Question(s):

• When applying, please include your LinkedIn profile URL.

Experience:

• Marketing: 5 years (Required)

Ability to Relocate:

• San Leandro, CA 94577: Relocate before starting work (Required)

Work Location: In person