Senior Integrated Marketing Manager, Franchises

The Role Franchise networks are one of the largest underserved opportunities in small business accounting. A single franchisor can represent hundreds, sometimes thousands, of operators, each running a real business with real books, real tax filings, and real cash flow to manage. We've already proven we can win in this segment. Now we need a marketer who can scale it. This role exists because franchises don't behave like other B2B audiences. The volume tactics that work in startup or main street SMB don’t translate. Winning here means understanding the psychology of franchise owners and franchisors, building integrated campaigns that speak to that specific reality, and earning pipeline through ideas no one has tried before. If you’ve spent your career running the standard B2B playbook, this isn’t the role for you. If you’ve ever sat with a niche audience and thought "what if we did the thing nobody else is willing to do," read on. What You’ll Own This role has two distinct motions, and you’ll be accountable for both. Net new franchise acquisition Sign new franchise networks to Pilot. Build the integrated programs across paid, partnerships, events, content, and outbound that bring franchisor decision‑makers into our pipeline. Own the number. Adoption expansion within signed franchises Once a franchise network signs, drive adoption across their franchisees. This is a different motion: smaller audiences, deeper personalization, longer relationships. You’ll partner with our Sales and Customer teams to convert known franchisee universes into Pilot customers, network by network. Specifically, you will: Own the franchise marketing pipeline number, end to end. Build the forecast, hit the forecast, defend the forecast. Develop a deep working understanding of franchise economics, franchisor and franchisee psychology, and the unique accounting needs of multi‑unit operators. Design and run integrated campaigns that combine paid media, content, partnerships, events, lifecycle, and field marketing into coherent plays. Every channel earns its keep against the pipeline number. Build expansion plays that activate franchisee bases inside signed networks. Think of this as a hybrid of demand generation and lifecycle marketing inside a closed audience. Partner closely with Sales, Customer Success, and Product Marketing to align messaging, build co‑sell motions with franchisors, and surface customer stories from real operators. Own the marketing operations layer for franchise: program structure, attribution, funnel reporting, and the systems work that makes integrated campaigns measurable. Make creative bets. We are not interested in generic B2B tactics. We are interested in ideas that work because you understand this audience better than anyone else. Some will work, some won’t. Bring conviction and the math to back it up. What You’ll Bring 7+ years of B2B marketing experience, with demonstrated commercial accountability for campaign performance. You’ve carried a pipeline target, hit it, and can talk through the math. Experience marketing to franchise, multi‑location, or distributed operator audiences. Track record of building and running integrated campaigns across multiple channels. You know how to make paid, content, events, and partnerships work as one play, not five disconnected ones. Strong marketing operations chops. Marketo proficiency required: program structure, smart campaigns, tokens, lead scoring. You can configure your own programs and read your own funnel. A portfolio of campaign ideas you can point to where you went first, including at least one that didn’t work and what you learned. Comfortable with audience psychology as a primary input to creative. You think about your buyer as a human with motivations, not a segment with attributes. Strong commercial instincts. You think in pipeline math: traffic to MQL to SQL to Won, cost per stage, ASP, payback. You can build a forecast and you can defend it. Direct, low‑ego collaboration style. You partner cleanly with Sales, take feedback well, and give it directly. Bonus points for: experience with partner‑led GTM motions, channel marketing, or co‑selling with platform partners. Why This Role This is a high‑conviction bet on a segment we believe can become a meaningful pillar of Pilot’s growth. You’ll have direct ownership of pipeline, real budget to deploy integrated bets, and the explicit mandate to try things no other accounting firm is doing. Your work will be visible to the executive team from day one. The marketing team has grown from 3× in the past year. It’s a group of channel experts—growth marketing, lifecycle, product marketing, partner marketing, content, and ops—who operate with high ownership and drive a significant share of Pilot’s revenue. The team is collaborative, moves quickly, and takes its craft seriously. We operate by values worth stating plainly: own your work, care more than expected, build things well, and fight for every opportunity. We invest in our people and take wins seriously. About Pilot Pilot launched in 2017 to bring the back office into the modern era. Pilot provides small businesses with dedicated finance experts—who Pilot hires as full‑time, U.S.‑based employees—who learn the ins‑and‑outs of their business. Pilot integrates directly with the billing, banking, expense, and payroll systems customers already use. With a special blend of custom software and expert bookkeepers, Pilot delivers accurate, consistent bookkeeping and financial management and tax services that give entrepreneurs the freedom to focus on their business. Why Pilot? We invest in our employees’ development and happiness because our employees are the keys to our success and ensuring happy customers. The opportunity to join a seasoned founding team that has led companies through two prior successful startups and acquisitions (by Oracle and Dropbox). Flexible vacation/time‑off policy. All federal holidays are observed. Competitive benefits package including additional wellness benefits. Parental leave for birthing or non‑birthing parents – 100% pay for 12 weeks. 401(k) plan. The base pay range target for the role seniority described in this job description is $127K–$215K in most remote locations, and between $159K–$215K in SanFrancisco, CA and NewYorkCity, NY. Final offer amounts depend on multiple factors such as candidate experience and expertise, geographic location, total compensation, and market data. In addition to cash pay, full‑time regular positions are eligible for equity, 401(k), health benefits, and other benefits; some of these benefits may be available for part‑time or temporary positions. Pilot commits to provide a work environment free of discrimination and harassment, as well as equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. We also consider qualified applicants regardless of criminal histories, consistent with legal requirements. #J-18808-Ljbffr PILOT