Senior Growth Marketing Manager, Franchises
Pilot.com · North Carolina, United States
- Hybrid
- Full-time
- $172,000 / year
- North Carolina, United States
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Job highlights
- Drive franchise acquisition and expansion through innovative marketing.
- Own and manage the marketing pipeline number end-to-end.
- Develop deep understanding of franchise audiences.
- Collaborate cross-functionally with Sales and Customer teams.
- Utilize creative strategies beyond standard B2B tactics.
About the role
The Role
Franchise networks represent a significant, underserved opportunity in small business accounting. Pilot.com has proven success in this segment and is seeking a marketer to scale it. This role is for someone who understands niche audiences and is willing to innovate beyond standard B2B tactics. It's a hybrid role based in San Francisco or Nashville, requiring office presence on Mondays, Tuesdays, and Thursdays.What You'll Own
This role involves two key areas:- Net new franchise acquisition: Drive pipeline by building integrated campaigns across paid media, partnerships, events, content, and outbound efforts targeting franchisor decision-makers. You will be accountable for the acquisition number.
- Adoption expansion within signed franchises: After a franchise network signs, focus on driving adoption among their franchisees. This requires personalized, long-term relationship building and collaboration with Sales and Customer teams to convert known franchisee universes into Pilot customers.
- Own the end-to-end franchise marketing pipeline number, including forecasting, hitting targets, and reporting.
- Develop a deep understanding of franchise economics, franchisor/franchisee psychology, and the unique accounting needs of multi-unit operators.
- Design and execute integrated campaigns combining paid media, content, partnerships, events, lifecycle marketing, and field marketing.
- Build expansion plays to activate franchisee bases within signed networks, blending demand generation and lifecycle marketing.
- Collaborate closely with Sales, Customer Success, and Product Marketing to align messaging, build co-sell motions, and gather customer insights.
- Manage the marketing operations for franchise, including program structure, attribution, funnel reporting, and system integration for measurability.
- Make creative, data-backed bets, focusing on innovative ideas tailored to the franchise audience rather than generic B2B tactics.
What You'll Bring
- 7+ years of B2B marketing experience with proven commercial accountability for campaign performance and pipeline targets.
- Experience marketing to franchise, multi-location, or distributed operator audiences.
- Track record of building and running integrated, multi-channel campaigns where all channels work cohesively.
- Strong marketing operations skills, including Marketo proficiency (program structure, smart campaigns, tokens, lead scoring).
- A portfolio showcasing innovative campaign ideas, including lessons learned from failures.
- Comfort with audience psychology as a key driver for creative strategy.
- Strong commercial instincts, with a focus on pipeline math (traffic to MQL to SQL to Won, cost per stage, ASP, payback).
- Direct, low-ego collaboration style, with the ability to partner cleanly and give/take feedback effectively.
- Bonus points for experience with partner-led go-to-market motions, channel marketing, or co-selling.
Why This Role
This is a high-conviction opportunity to significantly impact Pilot's growth by focusing on the franchise segment. You will have direct ownership of pipeline, a substantial budget for integrated campaigns, and the freedom to innovate. Your contributions will be highly visible to the executive team. The marketing team has tripled in size over the past year and comprises experts in growth marketing, lifecycle, product marketing, partner marketing, content, and operations. They operate with high ownership, drive significant revenue, and foster a collaborative, fast-paced environment. Pilot operates on core values: own your work, care more than expected, build things well, and fight for every opportunity. The company invests in employee development and celebrates wins.About Pilot
Pilot, founded in 2017, modernizes back-office operations for small businesses by providing dedicated, full-time U.S.-based finance experts. Pilot integrates with existing customer systems (billing, banking, expense, payroll) and combines custom software with expert bookkeepers to deliver accurate bookkeeping, financial management, and tax services. Pilot serves over 3,000 customers and has secured over $170 million in funding from investors including Sequoia, Index Ventures, Stripe, Bezos Expeditions, and Whale Rock. Notable angel investors include Patrick and John Collison, Drew Houston, and Diane Greene. Pilot's recent funding round achieved a $1.2 billion valuation, marking it as a significant player in Fintech.Why Pilot?
- Investment in employee development and happiness.
- Opportunity to join a seasoned founding team with prior successful startup exits (Oracle, Dropbox).
- Flexible vacation/time-off policy.
- Observance of all federal holidays.
- Competitive benefits package, including wellness benefits.
- 100% pay for 12 weeks of parental leave for birthing or non-birthing parents.
- 401(k) plan.
Key skills/competency
- Senior Growth Marketing Manager
- Franchise Marketing
- B2B Marketing
- Pipeline Generation
- Integrated Campaigns
- Marketing Operations
- Marketo
- Audience Psychology
- Commercial Acumen
- Channel Marketing
Skills & topics
- Growth Marketing
- Franchise Marketing
- B2B Marketing
- Marketing Manager
- Pipeline Generation
- Integrated Campaigns
- Marketing Operations
- Marketo
- SMB Accounting
- Demand Generation
How to get hired
- Tailor your resume: Highlight B2B marketing experience, franchise audience focus, and commercial accountability for pipeline targets. Quantify achievements with specific metrics.
- Showcase innovation: Prepare examples of integrated campaigns and creative bets that went beyond standard B2B tactics, including lessons learned from any failures.
- Demonstrate Marketo proficiency: Be ready to discuss your experience with Marketo for program structure, smart campaigns, and lead scoring.
- Understand franchise psychology: Emphasize your ability to connect with franchise owners/operators by understanding their unique motivations and needs.
- Prepare for strategy discussions: Be ready to articulate your approach to pipeline math, forecasting, and multi-channel campaign execution.
Technical preparation
Master Marketo for campaign execution.,Analyze funnel metrics and pipeline math.,Develop integrated campaign strategies.,Understand franchise economics deeply.
Behavioral questions
Describe a time you innovated beyond B2B norms.,How do you approach understanding niche audiences?,Share an example of owning a pipeline number.,Discuss a campaign that didn't work and why.
Frequently asked questions
- What is the base salary range for the Senior Growth Marketing Manager, Franchises role at Pilot.com?
- The base pay range target for the Senior Growth Marketing Manager, Franchises position at Pilot.com in Nashville, TN is $127,000 to $172,000 annually. The final offer will depend on factors such as candidate experience, expertise, geographic location, and market data.
- Is the Senior Growth Marketing Manager, Franchises position at Pilot.com remote?
- This is a hybrid role for the Senior Growth Marketing Manager, Franchises position at Pilot.com. It is based in either their San Francisco or Nashville office, with required in-office presence on Mondays, Tuesdays, and Thursdays.
- What specific software skills are required for the Senior Growth Marketing Manager, Franchises role at Pilot.com?
- For the Senior Growth Marketing Manager, Franchises role at Pilot.com, strong marketing operations chops are essential, with Marketo proficiency being a specific requirement. This includes experience with program structure, smart campaigns, tokens, and lead scoring.
- How does Pilot.com approach marketing to franchise networks for their Senior Growth Marketing Manager position?
- Pilot.com views franchise networks as a unique B2B audience requiring specialized marketing strategies. The Senior Growth Marketing Manager role focuses on understanding franchise owner and franchisor psychology, building integrated campaigns beyond standard B2B tactics, and driving both new acquisitions and adoption expansion within networks.
- What kind of innovation is Pilot.com looking for in its Senior Growth Marketing Manager, Franchises candidates?
- Pilot.com is seeking a Senior Growth Marketing Manager, Franchises who can make 'creative bets' and develop ideas that work because they deeply understand the franchise audience. They are explicitly not interested in generic B2B tactics and encourage candidates to bring conviction and data to support innovative, unconventional approaches.
- What are the key responsibilities of the Senior Growth Marketing Manager, Franchises at Pilot.com?
- The key responsibilities for the Senior Growth Marketing Manager, Franchises at Pilot.com include owning the franchise marketing pipeline number, developing a deep understanding of franchise economics and psychology, designing and running integrated campaigns, building expansion plays within signed networks, and partnering with Sales, Customer Success, and Product Marketing.