[Remote] Industry Marketing Lead, Franchises
Note: The job is a remote job and is open to candidates in USA. Pilot is a company focused on modernizing back-office operations for small businesses, and they are seeking an Industry Marketing Lead for Franchises to enhance awareness and revenue within the franchise ecosystem. This role involves developing marketing strategies, driving new franchise acquisitions, and expanding adoption among existing franchisees while establishing Pilot as a thought leader in franchise finance.
Responsibilities
- Develop and execute Pilot's franchise industry marketing strategy
- Build deep expertise in franchise business models, financial operations, unit economics, and industry trends
- Identify growth opportunities across franchise segments, including multi-unit operators, franchisees, franchisors, and emerging brands
- Monitor competitive activity and industry developments to inform positioning and campaigns
- Develop franchise-focused value propositions, messaging frameworks, and content that clearly articulate Pilot's differentiation
- Translate accounting, bookkeeping, tax, and CFO services into outcomes that matter to franchise operators, including profitability, cash flow visibility, expansion readiness, and multi-location reporting
- Partner with Product Marketing to create verticalized sales and marketing assets
- Design and execute 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
- Create industry-specific nurture programs and conversion strategies across the customer lifecycle
- Partner with Sales to improve engagement and pipeline generation within the franchise segment
- Develop content including webinars, research reports, customer stories, playbooks, blog posts, and executive presentations
- Establish Pilot as a trusted voice in franchise finance and operations
- Work with subject matter experts and Pilot's CFO Services team to produce educational content for franchise operators
- Identify speaking opportunities at franchise conferences, industry events, and association programs
- Make Creative Bets
Skills
- 7-10+ years of experience in one of the following areas: B2B marketing, vertical marketing, product marketing, or demand generation to franchises
- Franchise Operator - You are an owner of a franchise
- Franchise Developer - You have extensive experience developing franchises through sales, marketing and recruiting of franchisees
- Other franchise expertise such as an influencer, association leader, keynote speaker, etc
- Expertise of franchise economics, franchise operations, and multi-unit business models
- Experience working with franchise associations and industry events
- Experience marketing to franchise businesses, multi-location operators, SMBs, or professional services organizations
- Proven ability to develop and execute integrated marketing programs that drive measurable business outcomes
- Strong storytelling and content development skills
- Experience partnering closely with sales teams and revenue organizations
- Excellent project management and cross-functional leadership abilities
- Experience in fintech, accounting, financial services, SaaS, or business services
Benefits
- Flexible vacation/time-off policy
- All federal holidays are observed
- Competitive benefits package including additional wellness benefits
- Parental leave for birthing or non-birthing parents – 100% pay for 12 weeks
- 401(k) plan
- In addition to cash pay, full-time regular positions are eligible for equity, 401(k), health benefits, and other benefits; some of these benefits may be available for part-time or temporary positions.
Company Overview