Responsibilities

• Own the end-to-end product-led growth strategy across acquisition, self-serve trial or freemium onboarding, activation, conversion, and expansion.
• Develop growth frameworks that align product usage signals, messaging, offers, channels, and timing to drive users toward activation and paid conversion.
• Identify key product and behavioral signals that indicate readiness for activation, upgrade, or expansion, and build programs around them.
• Build segmented, behavior-based growth programs that improve trial-to-paid conversion, product adoption, and expansion revenue.
• Partner with Product, Product Marketing, Sales, Revenue Operations, and Analytics to align growth strategy with product and revenue outcomes.
• Own growth experimentation strategy, including audience selection, test design, execution, and performance optimization across the self-serve funnel.
• Develop scalable growth loops that use product usage data, behavioral triggers, firmographic data, and propensity signals.
• Partner with Sales and Customer Success to define handoff points between self-serve and sales-assisted motions, including enablement and follow-up processes.
• Create integrated growth campaigns that support both self-serve and sales-assisted expansion motions.
• Measure and optimize growth impact across activation rate, trial-to-paid conversion, pipeline, bookings, attach rate, and incremental revenue.

Requirements

• 10+ years of experience in growth marketing, product-led growth, demand generation, lifecycle or CRM marketing
• 5+ years of experience leading growth, PLG, or customer acquisition and conversion programs.
• Proven ownership of self-serve funnel, trial/freemium conversion, expansion, or customer growth programs with measurable business impact.
• Strong technical background in growth experimentation, marketing automation, journey orchestration, segmentation, and personalization.
• Hands-on knowledge of platforms such as Marketo or similar, along with product analytics tools such as Amplitude, Mixpanel, or Pendo.
• Experience designing complex automated journeys using behavioral triggers, customer attributes, product usage signals, scoring, suppression logic, and dynamic content.
• Strong understanding of product-led growth motions, self-serve conversion, activation, and expansion strategies.
• Experience using data and analytics to build audiences, measure performance, optimize campaigns, and influence strategy.
• Familiarity with CRM, CDP, product analytics, web analytics, and data warehouse environments such as Salesforce, Snowflake, BigQuery, or similar.
• Demonstrated experience using or implementing AI, predictive analytics, personalization, experimentation, or next-best-action strategies in marketing.

Preferred

• Direct experience building or scaling a product-led growth motion, ideally within a company transitioning from sales-led to PLG or hybrid go-to-market.
• Knowledge of customer segmentation, propensity modeling, lead scoring, product usage signals, customer health scoring, and revenue attribution.
• Experience with AI-enabled marketing tools, generative AI workflows, decisioning engines, or predictive recommendation models.
• Familiarity with SQL, no-code data tools, or modern data stack concepts.
• Experience partnering with Sales, Customer Success, Product, Analytics, Revenue Operations, and Legal.

Benefits

• Total Rewards In addition to a great compensation package, paid time off, and paid parental leave, many Avalara employees are eligible for bonuses.
• Health & Wellness Benefits vary by location but generally include private medical, life, and disability insurance.
• Inclusive culture and diversity Avalara strongly supports diversity, equity, and inclusion, and is committed to integrating them into our business practices and our organizational culture. We also have a total of 8 employee-run resource groups, each with senior leadership and exec sponsorship.