Digital Strategist

About AffiniPay

AffiniPay is a leading fintech company, based out of Austin, Texas. As the market leader in professional services payments and practice management software, AffiniPay’s tech products serve legal, accounting, architectural, engineering and construction firms. AffiniPay has been recognized as one of Inc. 5000’s fastest growing companies in the U.S. for 13 years in a row, and as a result, our teams continue to grow as well!

About the Role

We’re seeking an audience-obsessed Digital Strategist to join our digital marketing team. This role is pivotal in helping us deeply understand our target audiences—what they care about, what questions they’re asking, and how they move through their journey—and then translate those insights into impactful marketing programs, search-optimized content strategies, and data-driven initiatives.

You’ll operate at the intersection of audience research, content strategy, Search and Answer Engine Optimization (SEO/AEO), and conversion rate optimization. Your work will help us reach the right people at the right time, in the right channels, with messages that drive action.

What You'll Do

Audience and Journey Insights

• Develop a deep understanding of our key customer segments and buyer personas.
• Identify customer pain points, questions, and behaviors using analytics, search trends, surveys, interviews, and competitive audits.
• Map and analyze the customer journey across digital touchpoints, including our owned, earned, and paid channels.
• Leverage insights from Gong recordings, cross-functional partners (product marketing, sales, and customer success), and frontline feedback to craft audience-specific messaging and tailored digital experiences.

Program and Initiative Planning

• Manage our content calendar to strategically coordinate marketing initiatives and create meaningful moments in the market.
• Plan and manage digital programs and initiatives that help us engage key audiences, stay ahead of our competitors, and establish us as thought leaders.
• Develop program objectives, messaging strategies, channel mix, and timing based on audience and journey insights, marketing objectives, and the competitive landscape.

SEO and AEO Strategy

• Contribute to the SEO and AEO roadmap by documenting questions and keywords our target audiences ask at each stage of their journey, from awareness to conversion.
• Partner with the Content, Web, PR/Comms, Brand, and Product Marketing teams to improve our digital presence on our owned digital channels (Websites, YouTube, and landing pages) and 3rd party sites like Wikipedia, Reddit, G2, Capterra, Forbes, and Above the Law.
• Manage community programs to engage internal team members and external advocates in knowledge-sharing spaces like Reddit.

Evaluation and Optimization

• Identify friction points in the digital journey and propose solutions grounded in data and user feedback.
• Monitor the full digital experience to ensure all content is engaging, relevant, and up to date.
• Leverage personalization tools (e.g., Userled) to define, test, and implement tailored website experiences that drive deeper engagement across key buyer personas.
• Partner with our SEO and Content teams to plan and develop the depth and breadth of content that will help us rank on traditional search engine results pages, LLMs, and AI overviews.

Communication

• Share the latest content and web assets for each buyer segment with the wider marketing and sales teams.
• Create program quick reference guides for sales purposes.

About You

• 5+ years experience in content or web strategy, integrated marketing, or customer marketing.
• Experience within the legal industry or marketing legal or accounting technology.
• Experience building digital campaigns with segmentation based on personas.
• Advanced collaboration and communication skills, with the ability to work across teams on strategic planning and execution.
• Data-driven and strong analytical skills with an understanding of digital marketing metrics.