Senior Integrated Marketing Manager, Franchises

Pilot.com•Nashville, TN

1d•$127,000 - $172,000•Hybrid

About The Position

Franchise networks represent a significant underserved opportunity in small business accounting. This role is crucial for scaling our efforts in this segment, as franchises have unique needs that differ from other B2B audiences. The ideal candidate will understand the psychology of franchise owners and franchisors, develop innovative integrated campaigns tailored to this specific market, and generate pipeline through unconventional strategies. This is a hybrid role based in either our San Francisco or Nashville office, requiring in-office presence on Mondays, Tuesdays, and Thursdays.

Requirements

7+ years of B2B marketing experience with demonstrated commercial accountability for campaign performance, including experience owning and hitting pipeline targets.
Experience marketing to franchise, multi-location, or distributed operator audiences.
Proven track record of 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) and the ability to configure programs and analyze funnel data.
A portfolio showcasing innovative campaign ideas, including examples of both successful and unsuccessful initiatives with lessons learned.
Comfort with using audience psychology as a primary input for creative development, understanding buyers as humans with motivations.
Strong commercial instincts, with proficiency in pipeline math (traffic to MQL to SQL to Won, cost per stage, ASP, payback) and the ability to build and defend forecasts.
Direct, low-ego collaboration style, with the ability to partner effectively with Sales and provide/receive feedback constructively.

Nice To Haves

Experience with partner-led go-to-market motions.
Experience with channel marketing.
Experience with co-selling with platform partners.

Responsibilities

Own the franchise marketing pipeline number, end to end, including forecasting, hitting targets, and defending the forecast.
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 that combine paid media, content, partnerships, events, lifecycle marketing, and field marketing into cohesive strategies, ensuring each channel contributes to the pipeline number.
Build expansion plays to activate franchisee bases within signed networks, blending demand generation and lifecycle marketing for closed audiences.
Collaborate closely with Sales, Customer Success, and Product Marketing to align messaging, develop co-sell motions with franchisors, and highlight customer success stories.
Manage the marketing operations for franchises, including program structure, attribution, funnel reporting, and ensuring the measurability of integrated campaigns.
Make creative marketing bets, focusing on innovative ideas tailored to the franchise audience rather than generic B2B tactics, and backing these ideas with data.