Senior Integrated Marketing Manager, Franchises

Pilot.com•Nashville, TN

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 pipeline targets, 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 examples of successful initiatives and lessons learned from those that did not work.
Comfort with 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 marketing forecast.
Direct, low-ego collaboration style, with the ability to partner cleanly with Sales and provide/receive feedback effectively.

Nice To Haves

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

Responsibilities

Drive net new franchise acquisition by signing new franchise networks to Pilot.
Build integrated programs across paid, partnerships, events, content, and outbound to bring franchisor decision-makers into our pipeline and own the acquisition number.
Drive adoption expansion within signed franchises by converting known franchisee universes into Pilot customers, network by network, through personalized engagement.
Own the franchise marketing pipeline number from 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 combining paid media, content, partnerships, events, lifecycle marketing, and field marketing into cohesive strategies.
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, build co-sell motions with franchisors, and leverage customer stories.
Manage the marketing operations layer for franchises, including program structure, attribution, funnel reporting, and ensuring campaign measurability.
Make creative, data-backed marketing bets, focusing on innovative ideas tailored to the franchise audience rather than generic B2B tactics.