Senior Integrated Marketing Manager (Franchises)

Requirements

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

What the job involves

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

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

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 3x 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

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