Digital Strategist

Summary

Join AffiniPay's digital marketing team as a Digital Strategist and leverage your expertise to deeply understand target audiences, translating those insights into impactful marketing programs. You will be responsible for audience research, content strategy, SEO/AEO, and conversion rate optimization, ensuring the right message reaches the right people at the right time. This pivotal role involves managing content calendars, planning digital programs, contributing to SEO/AEO roadmaps, and optimizing the digital journey for improved engagement. You will collaborate with cross-functional teams, leverage personalization tools, and share insights with marketing and sales teams. The ideal candidate possesses 5+ years of experience in relevant fields, including experience in the legal industry or marketing legal/accounting technology. This position is based in Austin, Texas.

Requirements

• 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

Responsibilities

• 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
• 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
• 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
• 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
• 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

Preferred Qualifications

• 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

Benefits

• 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