Senior Integrated Marketing Manager, Franchises

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Position Overview

The position of Senior Integrated Marketing Manager at Pilot focuses on marketing strategies tailored for franchise networks. This role is crucial as franchise networks represent a significant opportunity in the realm of small business accounting, which has been largely underserved. This position aims to navigate the nuances of the franchise industry, understanding its distinct characteristics and leveraging them for effective marketing initiatives. The candidate will not only need to have a solid grasp of B2B marketing but also a keen insight into the unique qualities that define franchise owners and their businesses.

Responsibilities

This role encompasses two primary responsibilities:

1. New Franchise Acquisition: The manager will take charge of signing new franchise networks to Pilot's services. They will be responsible for designing and executing integrated marketing programs that span various channels such as paid advertising, partnerships, events, content marketing, and outreach initiatives, all aimed at attracting and securing franchisor decision-makers.

2. Adoption and Expansion within Existing Franchises: Once a franchise network is engaged, the manager will focus on driving adoption among individual franchisees. This involves creating personalized marketing strategies to deepen relationships and encourage franchisees to utilize Pilot’s offerings. The manager will collaborate closely with Sales and Customer Success teams to facilitate this process.

Detailed Responsibilities Include:

• Owning the franchise marketing pipeline numerically, including building and defending the forecast for new business acquisition.
• Gaining a thorough understanding of franchise economics, the needs of franchisees, and their accounting requirements to inform marketing strategies.
• Planning and executing multifaceted marketing campaigns that integrate paid media, content, events, and marketing outreach effectively.
• Creating strategies that will expand usage within the networks after they are signed, focusing on specific audience segments for targeted marketing efforts.
• Working cross-functionally with Sales, Customer Success, and Product Marketing for cohesive messaging and mutual objectives.
• Establishing marketing operations processes for tracking and reporting the effectiveness of different campaigns.

Required Skills and Experience

Ideal candidates for this position should possess:

• 7+ years in B2B marketing, showcasing a consistent track record of achieving measurable campaign results.
• Experience specifically in marketing to franchisees or in environments with multi-location operations.
• Proven ability to manage integrated campaigns across various marketing channels, ensuring synchronized efforts yield significant achievements.
• Strong operational skills, particularly in using Marketo, to structure programs and interpret funnel analytics effectively.
• A portfolio illustrating innovative campaign ideas, including experiences of trial and error.
• A deep understanding of audience psychology that informs campaign creativity.
• Commercial acumen, capable of translating traffic metrics to tangible outcomes.
• A collaborative mindset, enthusiastic about synergy with sales and responsiveness to feedback.

Bonus Skills:

• Familiarity with partner-led go-to-market strategies, encouraging beneficial relationships with channel partners.

Compensation and Benefits

Pilot offers a competitive salary range for the Senior Integrated Marketing Manager position. The base pay is targeted between $127,000 - $215,000 in most remote locations. For candidates located in San Francisco, CA and New York City, NY, the range is $159,000 - $215,000. These salaries can be variable based on experience, geographic location, and other market data considerations. Furthermore, equity and benefits such as 401(k), health insurance, and additional wellness perks are available. The role also comes with flexible vacation policies, standard federal holidays, and parental leave of 100% pay for 12 weeks.

Work Environment and Culture

Pilot, established in 2017, is dedicated to modernizing the back-office operations for small businesses. Their focus is on delivering precise bookkeeping and financial management services powered by a blend of technology and skilled personnel. The culture at Pilot emphasizes ownership, mutual support, and a steadfast commitment to success, standing out as a workplace that fosters employee development and satisfaction.

This role presents an exciting opportunity to shape the future of marketing for franchises within Pilot. With the chance to try innovative, unconventional marketing approaches and be visible to the executive team, this position appeals to driven marketing professionals eager to make a significant impact in a growing company.

This job offer was originally published on himalayas.app