Industry Marketing Lead

Role Description

Pilot is seeking an Industry Marketing Lead, Accounting Firms to own and accelerate our go-to-market strategy within the accounting profession. This role sits at the intersection of industry expertise, demand generation, partnerships, and product marketing.

You will become the voice of the accounting firm customer, developing programs that drive awareness, consideration, adoption, and advocacy for Meridian. You'll work closely with Sales, Product, Partnerships, Customer Success, and Leadership to establish Meridian as the platform of choice for forward-thinking accounting firms.

This is an opportunity to help define a new category and shape how accounting firms leverage AI to transform their operations.

What You'll Do

• Own the Accounting Firm Industry Strategy
  • Develop and execute Pilot's marketing strategy for the accounting firm segment.
  • Build a deep understanding of firm economics, staffing challenges, workflow bottlenecks, technology adoption trends, and industry dynamics.
  • Identify opportunities to accelerate Meridian adoption across different firm sizes and specialties.
  • Monitor industry trends, competitive offerings, and emerging AI solutions impacting the accounting profession.
• Drive Industry Go-to-Market Programs
  • Create and execute integrated marketing campaigns targeting accounting firm decision-makers.
  • Build full-funnel programs that generate awareness, engagement, pipeline, and customer adoption.
  • Partner with Revenue teams to support account-based marketing initiatives for strategic firms.
  • Develop scalable acquisition and expansion motions across the accounting firm lifecycle.
• Build Category Leadership
  • Position Meridian as a transformative platform for modern accounting firms.
  • Develop messaging that articulates how AI can improve firm profitability, staff leverage, service delivery, and growth.
  • Create compelling narratives around the future of accounting operations and AI-enabled firms.
  • Establish Pilot as a trusted thought leader within the accounting profession.
• Create Industry Content
  • Develop research reports, benchmark studies, playbooks, webinars, podcasts, case studies, and educational resources.
  • Translate customer insights into high-impact content that resonates with firm owners, managing partners, operations leaders, and CAS leaders.
  • Partner with customers to showcase success stories and measurable business outcomes.
  • Support executive thought leadership initiatives.
• Measure Business Impact
  • Own key metrics including pipeline contribution, customer acquisition, industry engagement, content performance, and partner-generated opportunities.
  • Analyze campaign effectiveness and optimize programs based on performance data.
  • Continuously improve marketing programs to accelerate adoption and growth.

Qualifications

• 7-12+ years of experience in one of the following areas:
  • B2B marketing, industry marketing, product marketing, partner marketing, or demand generation to accounting firms.
  • Accounting Firm Operator - You have experience running an accounting firm or expanding firm operations.
  • Accounting firm experience as an influencer, association leader, keynote speaker, etc.
  • Experience in accounting technology, fintech, practice management software, workflow automation, or AI solutions.
  • Knowledge of accounting firm operations, CAS practices, bookkeeping services, tax workflows, or audit environments.
• Exceptional communication, project management, and stakeholder management skills.
• Strong content development and storytelling capabilities.
• Experience working cross-functionally across sales, product, partnerships, and customer success teams.
• Proven track record of building and executing go-to-market strategies that drive measurable revenue impact.

Nice to haves

• AI-fluent in your own workflow. You're already using LLMs and AI tools to compress research, draft, iterate, and run plays at scale. You have a view on what AI is good at, what it isn't, and your work shows it.
• Strong foundation in demand generation and account-based marketing, including pipeline ownership and conversion metrics.

Success In This Role

• Within your first 12 months, you will:
  • Establish a repeatable marketing engine for accounting firm acquisition.
  • Increase awareness and consideration of Meridian within target accounting firms.
  • Develop a scalable thought leadership platform around AI-enabled accounting firms.
  • Build strong relationships across the accounting ecosystem.
  • Drive measurable pipeline and customer growth for Meridian.

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 - which 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.

Pilot has over 3,000 customers and has raised over $170 million in financing from Sequoia, Index Ventures, Stripe, Bezos Expeditions, and Whale Rock. Our investors also include a long list of world-class entrepreneurs, including Patrick and John Collison, Drew Houston, and Diane Greene. Our most recent funding round doubled our valuation to $1.2 billion – Meet Fintech’s Newest Unicorn.