Marketing Manager - Full Time - Petaluma Headquarters

Friedmans Home Improvement; Petaluma (CA); On-site; USD 107,000 - 131,000; Full time

Benefits offered by this job

Employee discount

Tuition reimbursement

Store bonus eligibility

401(k)

Job summary

Friedman’s Home Improvement is seeking a strategic and hands-on Marketing Manager to lead integrated marketing across digital, retail, eCommerce, and brand channels from our Petaluma HQ. You’ll partner with Merchandising, Customer Experience, Store Operations, and creative teams to deliver customer-focused campaigns aligned with business goals.

The ideal candidate has 5–7 years in retail/eCommerce marketing, strong leadership, and a track record building efficient marketing workflows using

Qualifications

• Bachelor's degree in marketing or related field.
• 5-7 years of progressive marketing experience with strong emphasis in retail, eCommerce, and digital marketing environments, including at least 5 years of people management experience.

Responsibilities

• Lead the planning and execution of integrated marketing campaigns across paid, owned, and earned channels including print, email, social media, web, digital advertising, SMS, and emerging platforms.
• Drive the company’s transition from traditional print-heavy marketing toward a modern omnichannel and digital-first approach.
• Partner with Merchandising to align campaigns with calendars, priorities, demand, and revenue initiatives.
• Develop and optimize content strategies supporting brand storytelling and revenue generation.
• Recap and analyze campaign performance and provide actionable optimization recommendations.

Skills

Leadership

Omnichannel marketing

AI-enabled workflows

Digital marketing

Analytical skills

Project management

Education

Bachelor's Degree in Marketing

Tools

Google Analytics

Meta Ads

Monday.com

Job description

Job DetailsJob Location: Headquarters - Petaluma, CA 94954Position Type: Full TimeSalary Range: $106,814.47 - $131,435.20 Salary/year

Join Friedman’s, where our mission is to Deliver the Human Side of Home Improvement. Named a “Best Place to Work” and voted Sonoma County’s Best Home Improvement Store 16 years in a row, we’re built on a positive, team-oriented culture built on decades of trust and service. At Friedman’s Home Improvement, we strive to deliver the Human Side of Home Improvement. We are Born to Connect, Lead, Grow, Serve & Care. We are looking for a strategic and hands‑on Marketing Manager who will be responsible for leading people along with the development and execution of integrated marketing initiatives across digital, retail, eCommerce, and brand channels while supporting the company’s evolving omnichannel marketing efforts. This strategic leader partners closely with Merchandising, Customer Experience, Store Operations, and creative teams to deliver customer-focused campaigns that support business objectives and drive engagement across channels. The ideal candidate brings a strong retail and eCommerce marketing background, understands creative production processes, has experience leading people and collaborating with Merchant teams. The Marketing Manager excels at improving marketing workflows and leveraging AI‑enabled tools to support efficient campaign execution, collaboration, and operational effectiveness.

At Friedman’s, you’re not just starting a job, you’re joining a team that leads, grows, and builds something bigger together. We offer bundled benefits, eligibility for a discretionary bonus, a generous Team Member discount and tuition reimbursement to support your career path.

Essential Duties and Responsibilities:

• Lead the planning and execution of integrated marketing campaigns across paid, owned, and earned channels including print, email, social media, web, digital advertising, SMS, and emerging platforms
• Drive the company’s transition from traditional print-heavy marketing toward a modern omnichannel and digital‑first approach
• Partner closely with Merchant team to align campaigns with promotional calendars, seasonal priorities, customer demand, inventory opportunities, and revenue‑driving initiatives
• Develop and optimize content strategies that support both brand storytelling and revenue generation
• Support website merchandising initiatives including promotional landing pages, category campaigns, featured collections, and seasonal product storytelling
• Recap and analyze campaign performance including traffic, engagement, conversion, ROAS, and customer retention metrics; provide actionable recommendations that improve marketing performance
• Collaborate cross functionally to leverage automation, segmentation, personalization, and AI‑enabled marketing tools
• Drive omnichannel marketing strategies that increase retail traffic, digital engagement, and eCommerce performance
• Partner with Store Operations and Merchandising team to support promotions, retail events, seasonal campaigns, and localized marketing initiatives
• Mentor internal creative talent including Graphic Designers and Digital Brand/Content Strategists while fostering a collaborative and accountable team culture
• Lead, coach, and develop marketing team members by providing clear direction, performance feedback, professional development support, and opportunities for career growth.
• Build and foster a high‑performing, collaborative team environment focused on accountability, innovation, and continuous improvement.
• Oversee creative intake, prioritization, approvals, workflow management, and production timelines to ensure projects are completed efficiently and on brand
• Maintain strong understanding of production processes across digital, print, signage, photography, video, in‑store collateral, and creative asset development
• Improve creative operations through scalable systems, templates, documentation, asset management, and AI‑assisted workflows
• Manage relationships with external agencies, freelancers, printers, photographers, and creative production vendors
• Own the integrated marketing calendar, aligning campaigns, promotions, merchandising priorities, and seasonal retail initiatives across channels
• Manage marketing and creative project workflows to ensure efficient prioritization, execution, and on‑time delivery of campaigns and assets
• Ensure consistent brand standards and messaging across all customer‑facing marketing and retail channels
• Lead organizational and workflow improvements that support a scalable, modern marketing function
• Leverage AI and automation tools to improve marketing efficiency, reporting, personalization, and creative operations
• Foster a culture of innovation, adaptability, accountability, collaboration, and continuous improvement

Qualifications:

• Education: Bachelor’s Degree with a focus in marketing, communications, advertising, business, public relations or related field and/or equivalent work experience.
• Experience: 5-7 years of progressive marketing experience with strong emphasis in retail, eCommerce, and digital marketing environments, including at least 5 years of people management experience leading and developing high‑performing teams.

Knowledge, Skills & Ability:

• Experience working in retail, home improvement, hardware, consumer goods, lifestyle, or other high‑volume consumer‑focused industries strongly preferred
• Experience partnering closely with Merchandising and Merchant teams
• Experience mentoring or managing creative and content‑focused team members including designers, content strategists, digital marketers, or social media specialists
• Proven experience building, mentoring, and developing teams with demonstrated success supporting career progression and growth for direct reports.
• Strong leadership and people management skills with the ability to foster accountability, collaboration, and Team Member engagement.
• Strong understanding of omnichannel retail marketing, customer acquisition, and eCommerce customer journeys
• Knowledge of production processes including print, signage, photography, video, digital asset production, and creative operations
• Familiarity with AI‑enabled marketing workflows, automation platforms, and emerging digital marketing technologies
• Strong understanding of digital marketing channels including email, social media, SEO, paid media, analytics, content marketing, and website merchandising
• Possess analytical skills and strong experience interpreting campaign and customer performance data
• Effective project management and time management skills that support deadline‑driven deliverables in a fast‑paced retail environment
• Strong written and verbal communication, presentation, and cross‑functional collaboration skills
• Self‑motivated contributor who works well independently and within a collaborative team environment
• Ability to own and drive projects from concept through execution and optimization
• Strategic, creative, and analytical thinker with strong organizational and leadership abilities
• Detail‑oriented and highly organized with the ability to manage multiple priorities simultaneously
• Experience with marketing and project management platforms such as Google Analytics, Meta Ads, Monday.com, or similar tools
• Demonstrated technical skills necessary to perform the essential functions of the role

Preferred Qualifications:

• Experience marketing for a regional or multi‑location retail organization
• Experience supporting seasonal retail planning and promotional campaign management
• Familiarity with vendor‑funded/co‑op marketing programs
• Understanding of DIY, home improvement, contractor, garden, paint, hardware, and/or building materials customer segments
• Experience helping modernize or restructure marketing organizations in evolving digital environments

What’s in Friedman’s toolbox for Team Members:

• Employee discount on all merchandise
• Store bonus eligibility
• Team Member of the Quarter opportunities
• Tuition reimbursement to further career path
• 401(k)

This is a non‑exempt position. Shifts are available in a multitude of full‑time and part‑time schedules according to a retail schedule of Sunday – Saturday, between 6:00am-9:00pm to meet business needs.

Friedman’s Home Improvement is proud to be an Equal Opportunity Employer, committed to a diverse and inclusive work environment. Friedman’s Home Improvement will consider for employment qualified applicants with criminal convictions in a manner consistent with AB 1008.