Digital Strategist

Hi, We're 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!
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 and strategy
• This position is preferred to sit in Austin, Texas

What We're Looking For

• Proactive self-starter with high initiative and critical thinking
• Positive, can-do attitude and ability to manage multiple projects at once
• Extremely flexible and organized, with a strong bias toward action
• Interest or knowledge of AI and the digital technology landscape

Our Story
Founded in 2005, AffiniPay's mission is to build technology products that helps professionals focus on the work they love. As the leader in the professional payments industry, AffiniPay's products serve legal, accounting, architectural, engineering and construction firms. Our portfolio of software solutions include MyCase (Legal Practice Management Software), CASEpeer (Practice Management for Personal Injury Firms), and Docketwise (Immigration & Case Management Software). Our portfolio of payment solutions include LawPay (Legal), AffiniPay for Associations (Associations), CPACharge (Accounting Professionals), and ClientPay (Architect, Engineer, and Construction). AffiniPay's products serve over one hundred thousand users, and we are noted as one of the fastest growing tech companies in Austin, Texas. We are constantly looking for talent to join our team to continue playing a key part in unlocking our potential.
Diversity, Equity & Inclusion at AffiniPay
At AffiniPay, we recognize that innovation occurs with a strong team of people who are diverse in background, personality, talent and ideas. Experience comes in many forms and ensuring a diverse and inclusive workplace where we continue to learn from each other is an integral part of our culture. We are committed to creating a welcoming and transparent environment for all that embraces those differences through education, equal access to opportunities and information, inclusionary programs, and community outreach.
Benefits that Benefit You!
As a people first culture, we believe it is important that our teammates are happy, healthy, and productive. In order to best support that, AffiniPay provides award-winning benefits that can make a difference in your life - right now and for the future.

• All employees receive fully covered medical, dental and vision coverage - Choose from our 2 available health plans based on what fits you and/or your family!
• Have some fur babies? - We offer them insurance too!
• RELAX and enjoy your time away with our flexible paid time off policy!
• We will help you plan for your future - 401K, or RRSP if in Canada, with a company match
• Competitive compensation packages that include mid-year and end-of-year bonuses and equity options for all full-time employees
• Health Wellness Program that includes nutrition consultations, mental health apps, and access to discounted memberships
• Have plans to grow your family? - Parental resources, including 16 weeks of paid time off for primary caregivers
• Professional development opportunities including mentorships, leadership programs and our AffiniPayU courses
• We believe it is important to give back with our Matching Gift Program and organized activities focused on donations, volunteerism and supporting the local communities throughout the country
• D&I initiatives provide educational opportunities regarding multicultural issues, tolerance, and celebrating diversity among our entire staff
• An incredible, in-office experience at our headquarters in Austin and San Diego including free lunch delivery, a fully stocked kitchen, and some "sweet" surprises for those afternoon pick-me-ups

Security Advisory
Our hiring teams at AffiniPay are dedicated to recruiting top talent that share our passion for serving the professional services industry through innovative financial technology. As such, our Talent Acquisition Team only follows legitimate hiring practices. We will always communicate with our candidates using emails with the AffiniPay domain and will never ask for sensitive/personal data during the application process. All interviews take place over phone call, Zoom/Google Meet or in person. All offers are communicated verbally by our Talent Acquisition Specialists with a written offer letter as a follow up.