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

1. Channel Strategy Development & Execution:
• 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.
2. Go-to-Market Campaigns:
• 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.
3. Partner Enablement & Training:
• 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.
4. Collaboration with Internal Teams:
• 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.
5. Campaign Tracking and Reporting:
• 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.
6. Budget and Resource Management:
• Manage channel marketing budgets and resources, ensuring optimal allocation for maximum impact.
• Ensure that all activities are executed within budget and adhere to timelines.
7. Competitive Intelligence & Market Insights:
• 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.
8. Event Management:
• 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