Senior Integrated Marketing Manager, Franchises

The Role Franchise networks are one of the largest underserved opportunities in small business accounting. A single franchisor can represent hundreds, sometimes thousands, of operators, each running a real business with real books, real tax filings, and real cash flow to manage. We've already proven we can win in this segment. Now we need a marketer who can scale it. This role exists because franchises don't behave like other B2B audiences. The volume tactics that work in startup or main street SMB don't translate. Winning here means understanding the psychology of franchise owners and franchisors, building integrated campaigns that speak to that specific reality, and earning pipeline through ideas no one has tried before. If you've spent your career running the standard B2B playbook, this isn't the role for you. If you've ever sat with a niche audience and thought "what if we did the thing nobody else is willing to do," read on. What You'll Own This role has two distinct motions, and you'll be accountable for both. Net new franchise acquisition. Sign new franchise networks to Pilot. Build the integrated programs across paid, partnerships, events, content, and outbound that bring franchisor decision-makers into our pipeline. Own the number. Adoption expansion within signed franchises. Once a franchise network signs, drive adoption across their franchisees. This is a different motion: smaller audiences, deeper personalization, longer relationships. You'll partner with our Sales and Customer teams to convert known franchisee universes into Pilot customers, network by network. Specifically, you will: 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. Every channel earns its keep against the pipeline number. Build expansion plays that activate franchisee bases inside signed networks. Think of this as a hybrid of demand generation and lifecycle marketing inside a closed audience. 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. We are not interested in generic B2B tactics. We are interested in ideas that work because you understand this audience better than anyone else. Some will work, some won't. Bring conviction and the math to back it up. What You'll Bring 7+ years of B2B marketing experience, with demonstrated commercial accountability for campaign performance. You've carried a pipeline target, hit it, and can talk through the math. Experience marketing to franchise, multi-location, or distributed operator audiences. Track record of building and running integrated campaigns across multiple channels. You know how to make paid, content, events, and partnerships work as one play, not five disconnected ones. Strong marketing operations chops. Marketo proficiency required: program structure, smart campaigns, tokens, lead scoring. You can configure your own programs and read your own funnel. 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. You think about your buyer as a human with motivations, not a segment with attributes. Strong commercial instincts. You think in pipeline math: traffic to MQL to SQL to Won, cost per stage, ASP, payback. You can build a forecast and you can defend it. Direct, low-ego collaboration sty