Industry Marketing Lead, Franchises

Role Description

Pilot is seeking an Industry Marketing Lead, Franchises to drive awareness, demand generation, and revenue growth within the franchise ecosystem. This person will serve as the marketing expert for the franchise industry, building go-to-market strategies that position Pilot as the trusted financial operations partner for franchise owners, multi-unit operators, emerging franchise brands, and franchisors.

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 leader who can scale it.

You will work cross-functionally with Sales, Product Marketing, Customer Success, Partnerships, and Leadership to create industry-specific programs that generate pipeline and establish Pilot as a thought leader in franchise finance. 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.

What You'll Own

• Net new franchise acquisition.
• Sign new franchise networks to Pilot.
• Build integrated programs across paid, partnerships, events, content, and outbound.
• Drive adoption across signed franchises.

Specifically, you will:

• Own Franchise Industry Strategy
• Develop and execute Pilot's franchise industry marketing strategy.
• Build deep expertise in franchise business models, financial operations, unit economics, and industry trends.
• Identify growth opportunities across franchise segments.
• Monitor competitive activity and industry developments.

• Build Industry-Specific Messaging
• Develop franchise-focused value propositions, messaging frameworks, and content.
• Translate accounting, bookkeeping, tax, and CFO services into outcomes that matter to franchise operators.
• Partner with Product Marketing to create verticalized sales and marketing assets.

• Drive Demand Generation & Growth
• Design and execute integrated campaigns.
• Build expansion plays that activate franchisee bases inside signed networks.
• Create industry-specific nurture programs and conversion strategies.
• Partner with Sales to improve engagement and pipeline generation.

• Create Thought Leadership
• Develop content including webinars, research reports, customer stories, playbooks, blog posts, and executive presentations.
• Establish Pilot as a trusted voice in franchise finance and operations.
• Identify speaking opportunities at franchise conferences and industry events.

• Make Creative Bets
• Bring conviction and the math to back it up.

Qualifications

• 7-10+ years of experience in one of the following areas:
• B2B marketing, vertical marketing, product marketing, or demand generation to franchises.
• Franchise Operator - You are an owner of a franchise.
• Franchise Developer - Extensive experience developing franchises.
• Other franchise expertise such as an influencer, association leader, keynote speaker, etc.
• Expertise of franchise economics, franchise operations, and multi-unit business models.
• Experience working with franchise associations and industry events.
• Experience marketing to franchise businesses, multi-location operators, SMBs, or professional services organizations.

Nice to haves:

• Proven ability to develop and execute integrated marketing programs.
• Strong storytelling and content development skills.
• Experience partnering closely with sales teams.
• Excellent project management and cross-functional leadership abilities.
• Experience in fintech, accounting, financial services, SaaS, or business services.

Within Your First Year, You Will:

• Establish a clear franchise vertical marketing strategy.
• Increase qualified pipeline sourced from franchise businesses.
• Expand Pilot's visibility within key franchise communities and events.
• Build a scalable content and thought leadership engine for franchise operators.
• Strengthen alignment between marketing, sales, and partnerships around franchise growth.

Benefits

• 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.

Company Description

Pilot launched in 2017 to bring the back office into the modern era. Pilot provides small businesses with dedicated finance experts who learn the ins-and-outs of their business. Pilot integrates directly with the billing, banking, expense, and payroll systems customers already use.

Pilot has over 3,000 customers and has raised over $170 million in financing from various investors.