Responsibilities

• Own the translation of competitive intelligence into actionable go-to-market strategies across Sales and Marketing.
• Develop differentiated positioning and messaging that crisply articulates Avalara's advantages versus key competitors across SMB, Mid-Market, and Enterprise segments.
• Shape how Avalara competes in the Agentic Tax and Compliance category — positioning AI-driven automation and the ALFA framework as the category-defining differentiators.
• Establish processes and frameworks to operationalize competitive GTM consistently across regions (North America, Europe, Latin America, APAC) and product lines.
• Partner with Revenue Marketing to build campaigns that exploit competitive gaps, displacement opportunities, and white space in the market.
• Collaborate with Product Marketing to align product narratives, launch messaging, and BOMs with competitive messaging.
• Monitor competitor campaigns, messaging, pricing, and GTM tactics — and continuously refine Avalara's response in near real time.
• Sales Enablement & Field Impact: Build and maintain competitive playbooks, battlecards, objection handlers, landmines, and "trap-setting" assets that complement core sales enablement.
• Equip sales teams with training, tools, and real-time competitive insights to win head-to-head deals and accelerate displacement opportunities.
• Partner with Sales Enablement and Revenue Operations to embed competitive content into seller workflows and deal reviews.

Requirements

• Bachelor's degree in Marketing, Business, Technology, or a related field.
• 8–12+ years of progressive experience synthesizing competitive intelligence into go-to-market campaigns within a B2B technology company.
• Proven track record of translating competitive insights into successful marketing campaigns, sales plays, and measurable revenue outcomes.
• Strong understanding of B2B technology markets — SaaS, cloud, AI, and enterprise software
• Experience competing in AI-driven or platform-based product categories in a high-growth environment.
• Demonstrated experience working closely with sales teams and driving enablement at scale.
• Exceptional storytelling and messaging skills with a sharp eye for differentiation.
• Analytical mindset with the ability to connect market signals to revenue impact.
• Proven track record of using AI and related tools to improve operational efficiency and execution.

Preferred

• MBA or advanced degree.
• Prior experience in tax compliance, fintech, RegTech, or enterprise software serving finance and accounting audiences.
• Deep familiarity with mid-market sales cycles, partner ecosystems (ERP, ecommerce, accounting platforms), and multi-segment GTM models.
• Experience building competitive GTM functions from the ground up.
• Exceptional executive communication skills with experience presenting to leadership teams.

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.