Senior Integrated Marketing Manager, Franchises

Pilot.com•Austin, TX

About The Position

This role focuses on scaling franchise networks in the small business accounting sector. It requires a marketer who understands the unique psychology of franchise owners and franchisors, and can build integrated campaigns tailored to this niche audience. The position is distinct from standard B2B marketing tactics and seeks individuals who are willing to explore unconventional approaches. The role involves two main responsibilities: driving net new franchise acquisition by building integrated programs across various channels to bring franchisor decision-makers into the pipeline, and increasing adoption within already signed franchises by personalizing outreach to franchisees within those networks. The ideal candidate will own the marketing pipeline number end-to-end, develop a deep understanding of franchise economics and psychology, design and execute integrated campaigns, build expansion plays for franchisee bases, collaborate with Sales, Customer Success, and Product Marketing, and manage the marketing operations for franchises, ensuring campaign measurability. The role emphasizes making creative bets and learning from both successful and unsuccessful initiatives.

Requirements

7+ years of B2B marketing experience, with demonstrated commercial accountability for campaign performance.
Experience marketing to franchise, multi-location, or distributed operator audiences.
Track record of building and running integrated campaigns across multiple channels.
Marketo proficiency required: program structure, smart campaigns, tokens, lead scoring.
A portfolio of campaign ideas you can point to where you went first, including at least one that didn't work and what you learned.
Comfortable with audience psychology as a primary input to creative.
Strong commercial instincts.
Direct, low-ego collaboration style.

Nice To Haves

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

Responsibilities

Own the franchise marketing pipeline number, end to end.
Build the forecast, hit the forecast, defend the forecast.
Develop a deep working understanding of franchise economics, franchisor and franchisee psychology, and the unique accounting needs of multi-unit operators.
Design and run integrated campaigns that combine paid media, content, partnerships, events, lifecycle, and field marketing into coherent plays.
Build expansion plays that activate franchisee bases inside signed networks.
Partner closely with Sales, Customer Success, and Product Marketing to align messaging, build co-sell motions with franchisors, and surface customer stories from real operators.
Own the marketing operations layer for franchise: program structure, attribution, funnel reporting, and the systems work that makes integrated campaigns measurable.
Make creative bets and bring conviction and the math to back it up.