Senior Integrated Marketing Manager, Franchises
Pilot.com · United States
- Hybrid
- Full-time
- $171,000 / year
- United States
Job highlights
- Lead integrated marketing for franchise acquisition and expansion.
- Develop unique campaigns for franchise owner psychology.
- Own franchise marketing pipeline number end-to-end.
- Partner with Sales, Customer Success, and Product Marketing.
- Drive adoption within signed franchise networks.
About the role
About the Role
Franchise networks represent a significant, underserved opportunity in small business accounting. Pilot has established success in this segment and is seeking a marketer to scale it. This role is for someone who understands that franchises require a unique marketing approach, distinct from typical B2B strategies. If you excel at understanding niche audiences and developing innovative campaigns, this is the role for you.
What You'll Own
This role involves two primary responsibilities:
- Net new franchise acquisition: Drive integrated programs across paid media, partnerships, events, content, and outbound efforts to generate pipeline from franchisor decision-makers. Own the acquisition number.
- Adoption expansion within signed franchises: Once a franchise network is acquired, drive adoption among their franchisees. This requires a more personalized, relationship-focused approach, partnering with Sales and Customer teams.
Specific Responsibilities:
- Own the end-to-end franchise marketing pipeline number, including forecasting, achievement, and defense.
- Develop deep expertise in franchise economics, franchisor/franchisee psychology, and the specific accounting needs of multi-unit operators.
- Design and execute integrated campaigns leveraging paid media, content, partnerships, events, lifecycle marketing, and field marketing.
- Create expansion plays to drive franchisee adoption within signed networks, blending demand generation and lifecycle marketing.
- Collaborate closely with Sales, Customer Success, and Product Marketing on messaging, co-sell motions, and customer stories.
- Manage the marketing operations for franchises, including program structure, attribution, funnel reporting, and system integration for measurability.
- Make creative, data-backed bets on innovative campaign ideas tailored to the franchise audience, understanding that some will succeed and others will not.
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.
- Experience marketing to franchise, multi-location, or distributed operator audiences.
- Demonstrated success in building and running integrated campaigns across multiple channels (paid, content, events, partnerships).
- Strong marketing operations skills, including Marketo proficiency (program structure, smart campaigns, tokens, lead scoring).
- A portfolio showcasing innovative campaign ideas, including learnings from initiatives that did not succeed.
- Comfort using audience psychology as a core input for creative strategy.
- Strong commercial acumen, with a focus on pipeline math (traffic to MQL to SQL to Won, cost per stage, ASP, payback).
- A direct, low-ego collaboration style, with the ability to partner effectively with Sales and provide/receive feedback constructively.
- Bonus points for experience with partner-led go-to-market strategies, channel marketing, or co-selling.
Why This Role & Pilot:
This is a strategic opportunity to significantly impact Pilot's growth by focusing on a key market segment. You will have direct ownership of pipeline, a dedicated budget for integrated initiatives, and the freedom to explore unconventional marketing tactics. Your contributions will be highly visible to the executive team.
The marketing team has experienced rapid growth and consists of experts in various channels, all driving substantial revenue for Pilot. The team is collaborative, fast-paced, and dedicated to marketing excellence. Pilot operates on core values: own your work, care more than expected, build things well, and fight for every opportunity. We invest in employee development and celebrate successes.
Pilot, founded in 2017, modernizes the back office for small businesses by providing dedicated, full-time U.S.-based finance experts. Pilot integrates with existing financial systems and offers a blend of software and expert services for bookkeeping, financial management, and tax compliance.
Pilot serves over 3,000 customers and has secured over $170 million in funding from prominent investors like Sequoia, Index Ventures, Stripe, and Bezos Expeditions, with notable angel investors including Patrick and John Collison, Drew Houston, and Diane Greene. Pilot recently achieved a valuation of $1.2 billion, earning recognition as a fintech unicorn.
Why Pilot?
- Investments in employee development and happiness are key to our success.
- Opportunity to join a seasoned founding team with a history of successful exits.
- 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 all parents.
- 401(k) plan.
Compensation:
The target base pay range for this role is $127,000 - $215,000 annually for most remote locations, and $159,000 - $215,000 in San Francisco, CA, and New York City, NY. Final offers are based on factors such as candidate experience, location, and market data. Full-time employees are eligible for equity, 401(k), health benefits, and other benefits.
Equal Opportunity Employer:
Pilot is committed to providing a work environment free of discrimination and harassment, offering equal employment opportunities regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status. We consider qualified applicants regardless of criminal histories, consistent with legal requirements. Information regarding Pilot's EEO policy, reasonable accommodation requests, recruitment agency policy, scam notices, and E-Verify information is available. Our job candidate privacy policy is also available.
Key skills/competency
- Integrated Marketing
- Franchise Marketing
- B2B Marketing
- Pipeline Generation
- Marketing Operations
- Marketo
- Campaign Management
- Partnership Marketing
- Content Marketing
- Paid Media
Skills & topics
- Integrated Marketing Manager
- Franchise Marketing
- B2B Marketing
- Pipeline Generation
- Marketing Operations
- Marketo
- Campaign Management
- Partnership Marketing
- Content Marketing
- Paid Media
- Marketing Strategy
- Demand Generation
- Customer Acquisition
- SMB Accounting
- Fintech Marketing
How to get hired
- Tailor your resume: Highlight B2B marketing, franchise marketing, and pipeline accountability.
- Showcase innovation: Provide examples of unique integrated campaigns and learnings.
- Quantify impact: Detail your experience managing pipeline numbers and commercial performance.
- Demonstrate Marketo skills: Emphasize your proficiency in marketing operations and campaign setup.
- Research Pilot's values: Align your application with their emphasis on ownership and innovation.
Technical preparation
Behavioral questions
Frequently asked questions
- What is the primary focus for the Senior Integrated Marketing Manager at Pilot?
- The Senior Integrated Marketing Manager at Pilot will focus on scaling the franchise segment by developing and executing innovative, integrated marketing campaigns to drive both new franchise acquisition and adoption expansion within existing franchise networks. This role requires a deep understanding of franchise owner psychology and a departure from standard B2B tactics.
- What specific marketing experience is most valued for this Senior Integrated Marketing Manager role at Pilot?
- Pilot highly values B2B marketing experience with at least 7 years, demonstrating commercial accountability for campaign performance and pipeline targets. Direct experience marketing to franchise, multi-location, or distributed operator audiences is crucial. Strong skills in integrated campaign management across multiple channels and proficiency in marketing operations, particularly Marketo, are also key requirements.
- How does Pilot differentiate its marketing approach for the franchise segment?
- Pilot differentiates its marketing approach by recognizing that franchises have unique needs and psychology compared to other B2B audiences. Instead of standard B2B tactics, the focus is on understanding franchise owners and franchisors deeply, creating integrated campaigns that speak directly to their reality, and making creative bets that nobody else is willing to try.
- What are the two main responsibilities of the Senior Integrated Marketing Manager at Pilot?
- The two main responsibilities are driving net new franchise acquisition by building integrated programs to bring franchisor decision-makers into the pipeline, and driving adoption expansion within already signed franchises by converting franchisees into Pilot customers through personalized, relationship-driven approaches.
- What marketing operations skills are required for the Senior Integrated Marketing Manager position at Pilot?
- Strong marketing operations skills are essential, specifically proficiency with Marketo, including program structure, smart campaigns, tokens, and lead scoring. The ability to configure campaigns and analyze funnel performance is also required.
- What is the expected salary range for the Senior Integrated Marketing Manager role at Pilot?
- The target base pay range for this role is $127,000 - $215,000 annually for most remote locations, and $159,000 - $215,000 in San Francisco, CA, and New York City, NY. Final salary depends on candidate experience, location, and market data.
- Does Pilot offer remote work options for the Senior Integrated Marketing Manager position?
- Yes, the job description indicates that the salary range provided is applicable to 'most remote locations,' suggesting that remote work is a possibility for this role, though specific location details for any on-site or hybrid requirements are not explicitly stated beyond salary differences for specific high-cost areas.
- What kind of learning opportunities are available for a Senior Integrated Marketing Manager at Pilot?
- Pilot emphasizes investment in employee development. The marketing team offers opportunities to learn from channel experts and collaborate in a fast-paced environment. The role itself provides direct ownership, budget for integrated bets, and the mandate to explore innovative strategies, ensuring continuous learning and professional growth.