Finite State partners with product security teams, the guardians of our connected world, to create transparency for their connected devices and supply chains. Our platform handles connected devices and embedded systems across all industries, including those found in enterprises, healthcare, utilities, connected vehicles, manufacturing facilities, critical infrastructure, and government entities.
We are a fast-growing series-B company with a fully distributed workforce. Led by a team of seasoned experts, we are a mission-driven team passionate about arming our customers with the actionable insights, critical vulnerability data, and remediation guidance necessary to mitigate product risk and protect the connected attack surface. We are committed to a remote first culture.
The Role
We’re looking for a Digital Growth & AI Search Lead to lead and evolve our discovery and digital growth strategy across both traditional search engines and emerging AI-powered platforms.
This role is ideal for a strategic and hands-on individual contributor who thrives in a fast-moving environment and is excited to shape the future of search and digital engagement. You will own SEO while pioneering Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO/AIO) to ensure Finite State is highly visible, consistently cited, and trusted across Google, ChatGPT, Google Gemini, and other LLM-driven platforms.
You will also own and grow Finite State’s digital mindshare and drive a full-funnel digital strategy, connecting discovery to pipeline and revenue through intent-driven programs, tooling, and cross-functional execution.
What You’ll Do
- Own and execute a full-funnel digital growth strategy across SEO, AEO, GEO, and AI-driven discovery channels
- Drive and expand Finite State’s digital mindshare and share of voice across search engines, AI platforms, and key discovery environments
- Define and operationalize intent-driven marketing programs, leveraging intent data and tooling to identify, prioritize, and capture high-value in-market audiences
- Partner closely with Demand Gen and RevOps to connect digital discovery to pipeline, ensuring strong attribution, conversion optimization, and revenue impact
- Optimize content and digital experiences for AI-driven discovery, including Featured Snippets, Knowledge Panels, and generative search outputs
- Implement AI-friendly content structures, schema markup, and semantic strategies that enable LLMs to recognize and cite Finite State as an authoritative source
- Own technical SEO initiatives including Core Web Vitals, crawlability, indexation, structured data, and log file analysis
- Build and maintain search and AI visibility tracking systems, including dashboards for citations, sentiment, competitive positioning, share of voice, and funnel performance
- Partner with Content Marketing to develop an intent-led editorial and content strategy aligned to buyer journeys and category leadership
- Translate complex search, AI, and intent data into actionable insights that drive measurable business outcomes
- Collaborate cross-functionally with Product, Engineering, Brand, Demand Gen, and Revenue teams to align digital strategy with company growth goals
- Continuously experiment with emerging AI optimization techniques and evolving search and discovery behaviors
What You Bring
- 6–10+ years of experience in digital marketing, with deep expertise in SEO and digital growth
- 2+ years of hands-on experience with AEO, GEO, or AI search optimization
- Experience owning or driving full-funnel digital strategies, from awareness through conversion and pipeline generation
- Strong understanding of intent data, buyer journeys, and activation of intent signals across marketing programs
- Deep understanding of how search engines and LLMs shape visibility, discovery, and digital mindshare
- Strong expertise in technical SEO, including schema markup, structured data, and site architecture
- Advanced proficiency with tools such as GA4, Google Search Console, Ahrefs, Semrush, intent platforms, and AI tracking tools (e.g., Profound, Perplexity)
- Proven ability to translate data into scalable growth strategies, including share of voice, intent capture, and pipeline impact
- Experience working cross-functionally with Demand Gen, RevOps, Product Marketing, and Engineering
- Strong communication and stakeholder management skills with a track record of driving alignment without direct authority
- A test-and-learn mindset with comfort operating in a rapidly evolving AI and digital landscape
- Experience building dashboards for AI visibility, attribution, and full-funnel performance
Why Finite State?
- Be a part of building the leading platform for connected device cybersecurity
- Join a fast-moving team that values transparency, innovation, and impact
- Work fully remotely with a high degree of autonomy and ownership
- Comprehensive benefits
- Investment: Learning stipends to support your professional development
- Equity: Share in our growth and success
- Help solve some of the most pressing cybersecurity challenges facing connected device manufacturers and the millions of people who depend on them
About Finite State
At Finite State, we're on a mission to secure the connected world. Our platform empowers product security teams to detect vulnerabilities, manage software supply chain risks, and ensure compliance across complex device ecosystems. From IoT to critical infrastructure, we provide unparalleled visibility into firmware and software components, helping organizations protect their products and customers.
We move with urgency and intent — we’re transparent, own outcomes, put customers first, speak up, and learn fast — turning evidence into action. CLARITY is how we move fast without breaking trust.
- C - Customer first - Learn from customers. Ship with urgency.
- L - Leverage - Outsource the routine. Own the result.
- A - Agency - We take responsibility—end to end.
- R - Results - Ship value. Improve fast.
- I - Integrity - Speak up. Experiment boldly. Be kind.
- T - Transparency - Clear context. Faster decisions.
- Y - "Why" - Our mission—securing the connected products humanity depends on—is the reason Finite State exists. CLARITY is how we make that mission real, every day, at speed
Bold Innovation – We push boundaries, explore new ideas, and take initiative to solve complex problems.
The Finite State platform brings visibility and control to the supply chains that create connected devices and embedded systems—all in a simple to use platform and at the scale manufacturers need to keep device production on time and on budget. After unpacking and analyzing every file, configuration, and setting in a firmware build, the platform generates a complete bill of materials for software components, identifies known and 0-day vulnerabilities, shows a contextual risk score, and provides actionable insights that product teams can use to secure their software
We are proud to be an Equal Employer Opportunity employer. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. Finite State is committed to working with and providing reasonable accommodations to applicants with physical and mental disabilities.
