Senior Integrated Marketing Manager, Franchises

Pilot.com•San Francisco, CA

1d•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 franchise marketing requires a nuanced approach that differs from standard B2B tactics. The ideal candidate will understand the psychology of franchise owners and franchisors, develop integrated campaigns tailored to this specific audience, and generate pipeline through innovative 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.
Proven track record of carrying and hitting a pipeline target, with the ability to explain the underlying math.
Experience marketing to franchise, multi-location, or distributed operator audiences.
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).
Ability to configure marketing programs and analyze funnel performance.
A portfolio of campaign ideas, including at least one that did not work and the lessons learned.
Comfortable using audience psychology as a primary input for creative strategy.
Strong commercial instincts, with the ability to think in terms of pipeline math (traffic to MQL to SQL to Won, cost per stage, ASP, payback).
Ability to build and defend a forecast.
Direct, low-ego collaboration style, with the ability to partner cleanly with Sales and provide direct feedback.

Nice To Haves

Experience with partner-led GTM motions.
Experience with channel marketing.
Experience with co-selling with platform partners.

Responsibilities

Own net new franchise acquisition, including signing new franchise networks to Pilot.
Build integrated programs across paid, partnerships, events, content, and outbound to drive franchisor decision-makers into our pipeline.
Own the pipeline number for franchise acquisition.
Drive adoption expansion within signed franchises by converting known franchisee universes into Pilot customers, network by network.
Build the forecast, hit the forecast, and defend the forecast for franchise marketing pipeline.
Develop a deep understanding of franchise economics, franchisor and franchisee psychology, and the unique accounting needs of multi-unit operators.
Design and run integrated campaigns combining paid media, content, partnerships, events, lifecycle, and field marketing.
Build expansion plays to activate franchisee bases within signed networks, blending demand generation and lifecycle marketing.
Partner closely with Sales, Customer Success, and Product Marketing to align messaging, build co-sell motions, and surface customer stories.
Own the marketing operations layer for franchise, including program structure, attribution, funnel reporting, and systems for measurability.
Make creative bets and develop innovative ideas tailored to the franchise audience, understanding that some will succeed and some will fail.