Industry Marketing Lead, Accounting Firms

What You'll Do

Own the Accounting Firm Industry Strategy

• Develop and execute Pilot's marketing strategy for the accounting firm segment.
• Build a deep understanding of firm economics, staffing challenges, workflow bottlenecks, technology adoption trends, and industry dynamics.
• Identify opportunities to accelerate Meridian adoption across different firm sizes and specialties.
• Monitor industry trends, competitive offerings, and emerging AI solutions impacting the accounting profession.

Drive Industry Go-to-Market Programs

• Create and execute integrated marketing campaigns targeting accounting firm decision-makers.
• Build full-funnel programs that generate awareness, engagement, pipeline, and customer adoption.
• Partner with Revenue teams to support account-based marketing initiatives for strategic firms.
• Develop scalable acquisition and expansion motions across the accounting firm lifecycle.

Build Category Leadership

• Position Meridian as a transformative platform for modern accounting firms.
• Develop messaging that articulates how AI can improve firm profitability, staff leverage, service delivery, and growth.
• Create compelling narratives around the future of accounting operations and AI-enabled firms.
• Establish Pilot as a trusted thought leader within the accounting profession.

Create Industry Content

• Develop research reports, benchmark studies, playbooks, webinars, podcasts, case studies, and educational resources.
• Translate customer insights into high-impact content that resonates with firm owners, managing partners, operations leaders, and CAS leaders.
• Partner with customers to showcase success stories and measurable business outcomes.
• Support executive thought leadership initiatives.

Measure Business Impact

• Own key metrics including pipeline contribution, customer acquisition, industry engagement, content performance, and partner-generated opportunities.
• Analyze campaign effectiveness and optimize programs based on performance data.
• Continuously improve marketing programs to accelerate adoption and growth.

What We're Looking For

• 7-12+ years of experience in one of the following areas:
  • B2B marketing, industry marketing, product marketing, partner marketing, or demand generation to accounting firms
  • Accounting Firm Operator - experience running an accounting firm or expanding firm operations
  • Accounting firm experience as an influencer, association leader, keynote speaker, etc.
• Experience in accounting technology, fintech, practice management software, workflow automation, or AI solutions.
• Knowledge of accounting firm operations, CAS practices, bookkeeping services, tax workflows, or audit environments.
• Exceptional communication, project management, and stakeholder management skills.
• Strong content development and storytelling capabilities.
• Experience working cross-functionally across sales, product, partnerships, and customer success teams.
• Proven track record of building and executing go-to-market strategies that drive measurable revenue impact.

Nice to Haves

• AI-fluent in your own workflow. You're already using LLMs and AI tools to compress research, draft, iterate, and run plays at scale. You have a view on what AI is good at, what it isn't, and your work shows it.
• Strong foundation in demand generation and account-based marketing, including pipeline ownership and conversion metrics.

Success In This Role

Within your first 12 months, you will:

• Establish a repeatable marketing engine for accounting firm acquisition.
• Increase awareness and consideration of Meridian within target accounting firms.
• Develop a scalable thought leadership platform around AI-enabled accounting firms.
• Build strong relationships across the accounting ecosystem.
• Drive measurable pipeline and customer growth for Meridian.