Senior Customer Marketing Manager at Avalara | USA | $111K/yr – $215K/yr

Avalara

Senior Customer Marketing Manager

USA (Remote)

$111K/yr – $215K/yrSenior Level4+ years expFull time

Posted 3 weeks ago

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Job Summary

Own the end-to-end enterprise demand-gen engine for product-led campaigns targeting named accounts, with a focus on onboarding, adoption, cross-sell, upsell, and renewal across ERP-heavy buyers.

Campaign Strategy: Own multi-product, lifecycle-aligned campaigns and surface expansion opportunities in 500M+ enterprise accounts.
Channel & ABX Execution: Own channel mix, personalized content, 1:1 and 1:many programs, and enterprise ABX orchestration with product messaging tied to enterprise outcomes.
Advocacy & Voice of Customer: Build references, case studies, and executive testimonials to fuel renewals, expansions, and competitive positioning.

Job Description

Campaign Strategy - Plan product-centric demand campaigns by lifecycle stage and product whitespace — onboarding, adoption, cross-sell, upsell, and renewal — aligned to the profiles of $500M+ enterprise accounts managing multi-entity, multi-jurisdiction tax obligations
Identify which Avalara product or module to put in front of each account next, using ERP connector data, usage signals, health scores, and whitespace analysis to close adoption gaps and surface expansion opportunity (e.g., ECM Premium, E-Invoicing & Live Reporting, Tax Research, Use Tax, Property Tax, Business Licenses)
Align campaign priorities to enterprise buying triggers — ERP transformations, M&A activity, geographic expansion, and regulatory change
Partner with Product Marketing, Customer Success, and Renewals to prioritize at-risk and expansion-ready named accounts using health score, NPS, and contract milestone data
Campaign Execution - Own full execution of product-led demand campaigns targeting named enterprise accounts, ensuring timely launch, QA, and readiness with minimal oversight
Manage always-on nurture programs (ERP onboarding, product adoption, renewal reminders) alongside targeted, product-specific cross-sell and upsell campaigns mapped to attach and multi-product expansion goals
Coordinate closely with Product Marketing and Content to ensure campaign messaging connects each product's capabilities to enterprise outcomes: audit risk reduction, multi-entity compliance governance, ERP cost of ownership, and productivity for tax teams
Support the enterprise ABX tiered model — from 1:1 strategic programs for top accounts to 1:many scaled programs across the broader named account base — ensuring each tier receives the right level of personalization and product relevance
Channel Strategy - Refine the enterprise channel mix — including email, in-product, executive roundtables, customer advisory board (CAB) touchpoints, peer review sites (G2, TrustRadius), and community platforms
Coordinate with enterprise CAMs and field marketing to align activation timing with renewal cycles, ERP transformation timelines, and product expansion opportunities

Evaluate enterprise-specific channels such as customer advisory groups, executive briefing programs, and partner-ecosystem events for their ability to surface demand and deepen product engagement among key personas
Channel Execution - Own channel execution prep across campaigns, ensuring named-account targeting, product-specific content, and communication sequencing are deployment-ready and consistent with account ownership and status
Manage customer reference, case study, and testimonial workflows that highlight enterprise-grade outcomes — audit readiness, multi-entity control, ERP integration ROI — from identification through publication
Ensure outreach is coordinated with CAMs and CSMs to prevent conflicting or duplicate communication to high-value named accounts
Customer Advocacy & Voice of Customer - Build and manage an enterprise reference and advocacy program — including case studies, peer reviews, executive testimonials, and speaking opportunities
Use NPS, CSAT, and enterprise customer feedback to shape campaign content, identify advocacy candidates, and flag accounts ready for product expansion or willing to serve as references in competitive displacement situations
Support the Enterprise Customer Advisory Board and other executive engagement programs that deepen product adoption and position Avalara as a strategic compliance infrastructure partner — not just a point solution
AI-Based Technology Skills - Work across Gainsight, Salesforce, Marketo, and Power BI to manage enterprise demand campaigns and track product usage, account health, and renewal risk at the named-account level
Apply AI for account-level content personalization, ERP-signal-based segmentation, product-fit scoring, and campaign optimization across the enterprise base
Partner with Marketing Ops to ensure tools are configured to support product-led demand generation, named-account workflows, and enterprise lifecycle needs — including integration with the 6sense intent data driving the enterprise ABX model

Avalara

3.5 Glassdoor

Avalara is the agentic tax and compliance leader. For more than two decades, Avalara has developed one of the most expansive libraries of tax content and integrations in the industry, supporting over 43,000 businesses and government entities across more than 75 countries. The company's purpose-built AI agents automate end-to-end compliance processes with greater precision, from tax calculations and return filings to exemption certificate management and beyond. For more information, visit Avalara.com.

Founded in 2004

Durham, North Carolina, USA

5.8K employees (240 in marketing)

www.avalara.com

60% recommend to a friend

68% CEO approval