Senior Growth Marketing Manager, Franchises

About the Role

Franchise networks represent a significant, underserved opportunity in small business accounting. While scalable tactics work for other B2B audiences, success in this niche requires understanding franchise owner psychology and developing innovative, integrated campaigns. This role is for a marketer who thrives on challenging conventions and building unique strategies for specialized audiences. This is a hybrid role based in either our San Francisco or Nashville office, requiring in-office presence on Mondays, Tuesdays, and Thursdays.

What You'll Own

This position involves two primary responsibilities: Net New Franchise Acquisition: Lead the charge in signing new franchise networks to Pilot. Develop and execute integrated programs encompassing paid media, partnerships, events, content, and outbound efforts to generate pipeline for franchisor decision-makers. You will be accountable for achieving pipeline targets. Adoption Expansion within Signed Franchises: Drive adoption of Pilot's services among franchisees within networks that have already signed. This requires a different approach, focusing on smaller audiences, deep personalization, and cultivating long-term relationships. You will collaborate with Sales and Customer Success teams to convert franchisee universes into Pilot customers, network by network. Specifically, you will:

• Own the end-to-end franchise marketing pipeline number, including forecasting, performance tracking, and defense of targets.
• Develop a deep understanding of franchise economics, franchisor and franchisee psychology, and the unique accounting needs of multi-unit operators.
• Design and execute integrated campaigns leveraging paid media, content, partnerships, events, lifecycle marketing, and field marketing to achieve pipeline goals.
• Create expansion plays to activate franchisee bases within signed networks, blending demand generation with in-audience lifecycle marketing.
• Collaborate closely with Sales, Customer Success, and Product Marketing to align messaging, build co-sell motions with franchisors, and gather customer insights.
• Manage the marketing operations for the franchise segment, including program structure, attribution, funnel reporting, and systems for campaign measurability.
• Make creative, data-backed bets on innovative marketing ideas tailored to the franchise audience, moving beyond generic B2B tactics.

What You'll Bring

• 7+ years of B2B marketing experience with a proven track record of commercial accountability for campaign performance and hitting pipeline targets.
• Demonstrated experience marketing to franchise, multi-location, or distributed operator audiences.
• A strong track record of building and executing integrated campaigns across multiple channels (paid, content, events, partnerships).
• Proficiency in marketing operations, including Marketo (program structure, smart campaigns, tokens, lead scoring), with the ability to configure programs and analyze funnel data.
• A portfolio showcasing innovative campaign ideas, including learnings from initiatives that did not succeed.
• Comfort using audience psychology as a key driver for creative strategy.
• Strong commercial instincts, with a solid understanding of pipeline math (traffic to MQL to SQL to Won, cost per stage, ASP, payback) and forecasting abilities.
• A direct, low-ego collaboration style, with the ability to partner effectively with Sales and provide constructive feedback.
• Bonus points for experience with partner-led Go-To-Market (GTM) motions, channel marketing, or co-selling with platform partners.

Why This Role Is Special

This role is a high-conviction initiative focused on a segment poised for significant growth at Pilot. You will have direct ownership of pipeline, a dedicated budget for integrated marketing efforts, and the autonomy to pioneer unique strategies within the accounting industry. Your contributions will be highly visible to the executive team. The marketing team has tripled in size over the past year and consists of specialists in growth marketing, lifecycle marketing, product marketing, partner marketing, content, and operations. This team operates with a high degree of ownership, significantly contributing to Pilot's revenue. They are collaborative, agile, and dedicated to their craft. Pilot operates on core values: own your work, care more than expected, build things well, and fight for every opportunity. We are committed to employee development and celebrating successes.

About Pilot

Founded in 2017, Pilot modernizes back-office operations for small businesses by providing dedicated, full-time, U.S.-based finance experts. Pilot integrates seamlessly with existing billing, banking, expense, and payroll systems, offering a blend of custom software and expert bookkeeping for accurate financial management and tax services. Pilot serves over 3,000 customers and has secured over $170 million in funding from top investors including Sequoia, Index Ventures, Stripe, Bezos Expeditions, and Whale Rock, alongside notable entrepreneurs. Pilot has achieved unicorn status with a recent valuation of $1.2 billion.

Why Pilot?

• Commitment to employee development and happiness.
• Opportunity to join a seasoned founding team with a history of successful startup exits.
• Flexible vacation/time-off policy.
• All federal holidays observed.
• Competitive benefits package, including additional wellness benefits.
• 100% pay for 12 weeks of parental leave for birthing or non-birthing parents.
• 401(k) plan.

Compensation

The target base pay range for this role is $127,000 - $172,000 annually in Nashville, TN. Actual offer amounts will depend on factors such as candidate experience, expertise, geographic location, total compensation structure, and market data. Full-time employees are eligible for equity, 401(k), comprehensive health benefits, and other perks. Pilot is an equal opportunity employer committed to a work environment free of discrimination and harassment. We consider all qualified applicants regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, Veteran status, and criminal history, in accordance with applicable laws. Key skills/competency: Franchise Marketing, Growth Marketing, B2B Marketing, Pipeline Generation, Marketing Operations, Integrated Campaigns, Marketo, Audience Psychology, Commercial Acumen, Multi-unit Operators.