Senior Integrated Marketing Manager, Franchises
WFA Digital Insight
As the demand for specialized marketing professionals continues to rise, Pilot is seeking a seasoned Senior Integrated Marketing Manager to spearhead their franchise marketing efforts. With the franchise market expected to grow significantly, candidates with a deep understanding of GTM and franchise economics are in high demand. Pilot stands out for its innovative approach to accounting solutions, and this role offers a unique opportunity to make a tangible impact. Before applying, candidates should be prepared to showcase their expertise in building and executing integrated campaigns, as well as their ability to drive pipeline growth and adoption expansion.
Job Description
About the Role
The Senior Integrated Marketing Manager will play a pivotal role in driving Pilot's growth in the franchise market. This role requires a deep understanding of franchise economics, franchisor and franchisee psychology, and the unique accounting needs of multi-unit operators. As a key member of the marketing team, the successful candidate will be responsible for developing and executing integrated campaigns that combine paid media, content, partnerships, events, lifecycle, and field marketing into coherent plays.The ideal candidate will have a strong background in B2B marketing, with demonstrated commercial accountability for campaign performance. They will be well-versed in the psychology of franchise owners and franchisors, and will be able to build integrated campaigns that speak to this specific reality.
The Senior Integrated Marketing Manager will work closely with the Sales and Customer teams to convert known franchisee universes into Pilot customers, network by network. This will involve partnering with Sales to align messaging, building co-sell motions with franchisors, and surfacing customer stories from real operators.
What You Will Do
- Own the franchise marketing pipeline number, end to end, including building the forecast, hitting the forecast, and defending 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, including 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
- Develop a portfolio of campaign ideas and be able to point to where you went first, including at least one that didn't work and what you learned
- Collaborate closely with the Sales and Customer teams to drive adoption expansion within signed franchises
What We Are Looking For
- 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
- Strong marketing operations chops, including Marketo proficiency
- A portfolio of campaign ideas that showcase your creativity and willingness to take risks
- Comfortable with audience psychology as a primary input to creative
- Strong commercial instincts, with the ability to think in pipeline math and build a forecast
- Direct, low-ego collaboration style
Nice to Have
- Experience with GTM strategy and implementation
- Knowledge of the accounting needs of multi-unit operators
- Familiarity with the franchise market and its unique challenges
- Experience working with Sales and Customer teams to drive adoption expansion
Benefits and Perks
- Competitive salary and benefits package
- Opportunity to work with a innovative and growing company
- Collaborative and dynamic work environment
- Flexible remote work arrangements
- Professional development opportunities
- Access to the latest marketing tools and technologies
How to Stand Out
- Develop a deep understanding of franchise economics and the unique accounting needs of multi-unit operators to stand out as a candidate
- Be prepared to showcase your portfolio of campaign ideas and provide specific examples of your experience marketing to franchise, multi-location, or distributed operator audiences
- Highlight your proficiency in Marketo and other marketing operations tools to demonstrate your technical skills
- Emphasize your ability to think creatively and take calculated risks in your marketing approach
- Research Pilot's approach to accounting solutions and be prepared to discuss how you can contribute to the company's mission
- Prepare to discuss your experience working with Sales and Customer teams to drive adoption expansion, and how you can apply this experience to the Senior Integrated Marketing Manager role
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