Responsibilities

• Competitive Strategy & Market Leadership 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.
• Go-to-Market Execution 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 bills of materials (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.
• Insights & Influence Present competitive GTM recommendations to sales and marketing leadership; influence revenue strategy, pricing, and packaging decisions. Serve as the trusted competitive voice across Marketing, Sales, Product, and Engineering.

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.