Senior Manager, Go-to-Market (GTM), Channel Marketing

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 are seeking an experienced and results-driven Senior Manager, Go-to-Market (GTM), Channel Marketing to lead and execute our affinity, events, and tech partner channel marketing strategies. The ideal candidate will have a deep understanding of channel partnerships, GTM strategies, and a proven track record of driving successful campaigns, growth initiatives, product launches, and revenue through indirect channels. In this role, you will collaborate with cross-functional teams including marketing, sales, and our channel partners, to develop and implement marketing plans that align with overall business goals.
What You'll Do

• Develop and execute comprehensive channel marketing strategies to support go-to-market (GTM) plans and drive partner-led growth.
• Identify, prioritize, and evaluate new channel opportunities, including bar associations, cpa societies, horizontal and vertical partners, industry events, and consultants.
• Ensure marketing strategies align with broader company objectives, brand messaging, and product positioning.

• Lead end-to-end execution of channel GTM campaigns, ensuring proper coordination between marketing, sales, and channel partners.
• Define key performance indicators (KPIs) for each campaign and provide regular reporting and analysis of performance.
• Coordinate with the marketing team to develop customized marketing materials, sales tools, and assets to support partners in delivering successful campaigns.
• Collaborate with with the Campaigns team on how to best deploy broad campaigns across the affinity, partners, and events channels.

• Provide ongoing training and resources to channel partners to enable them to effectively sell, market, and support company products and services.
• Develop and deliver partner enablement programs that enhance the understanding of product offerings, sales strategies, and marketing initiatives.

• Work closely with campaigns, growth, product marketing, and sales teams to ensure alignment on messaging, positioning, and GTM objectives.
• Gather feedback from the channels to provide input into product development and marketing strategies.
• Maintain strong working relationships with marketing and sales leadership to ensure that marketing initiatives translate into business outcomes.

• Monitor, track, and analyze the performance of channel marketing initiatives, adjusting strategies as necessary to optimize results.
• Produce regular reports on channel program performance, campaign effectiveness, and ROI to leadership teams.

• Manage channel marketing budgets and resources, ensuring optimal allocation for maximum impact.
• Ensure that all activities are executed within budget and adhere to timelines.

• Stay informed about industry trends, competitor activities, and emerging marketing technologies across the channels and communicate to our competitive intelligence team to ensure our competitive edge
• Provide insights to improve the marketing strategy and approach based on competitive analysis and market feedback.

• Support channel partner events, webinars, and conferences to drive brand awareness and engagement within the channel community.
• Plan, execute, and measure the success of events designed to support the partner ecosystem and generate demand.

About You

• Bachelor's degree in Marketing, Business Administration, or related field
• Minimum of 5+ years of experience in channel marketing, partner management, or a similar role within a technology or B2B environment.
• Proven track record of successfully executing go-to-market strategies and campaigns through indirect sales channels.
• Strong knowledge of channel marketing best practices, including partner enablement, joint campaigns, and co-marketing strategies.
• Solid understanding of sales funnels, pipeline management, and marketing automation platforms.
• Ability to build and maintain strong relationships with partners, sales teams, and cross-functional departments.
• Exceptional communication, presentation, and interpersonal skills.
• Analytical mindset with the ability to analyze data, track KPIs, and adjust strategies accordingly.
• Strong project management skills and the ability to manage multiple initiatives simultaneously.
• Experience with CRM systems (e.g., Salesforce) and marketing automation tools (e.g., HubSpot, Marketo).
• This position is preferred to sit in Austin, Texas.

Preferred Qualifications:

• Familiarity with digital marketing tactics, including social media, SEO, SEM, and content marketing.
• Experience in product launches and market research.
• Knowledge of partner portals and content management systems.

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), Docketwise (Immigration & Case Management Software), and Woodpecker (Legal Document Automation). 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.