Responsibilities

• Build and manage lifecycle marketing programs across onboarding, activation, adoption, retention, renewal support, expansion, and cross-sell.
• Translate lifecycle strategy into executable campaign briefs, audience logic, journey flows, always on email nurtures, and trigger-based programs.
• Identify key customer moments, behaviors, and signals that indicate opportunities for engagement, adoption, renewal support, or cross-sell.
• Develop segmented and behavior-based programs that improve customer engagement, product usage, retention, and expansion outcomes.
• Partner with Product Marketing, Customer Success, Sales, Revenue Operations, Analytics, and Marketing Operations to align lifecycle programs with customer and revenue goals.
• Build and optimize lifecycle-driven cross-sell programs, including audience selection, journey design, campaign execution, testing, and performance reporting.
• Use customer behavior, product usage, firmographic data, lifecycle stage, customer health, and propensity signals to identify relevant cross-sell opportunities.
• Create campaigns that support both self-serve and sales-assisted expansion motions.
• Partner with Sales and Customer Success to support cross-sell handoffs, follow-up motions, enablement, and feedback loops.
• Measure cross-sell program performance across engagement, conversion, pipeline influence, bookings, attach rate, and incremental revenue.

Requirements

• 8+ years of experience in lifecycle marketing, customer marketing, growth marketing, marketing automation, demand generation, or related roles.
• Hands-on experience building and managing lifecycle, nurture, CRM, customer engagement, or marketing automation programs.
• Proven experience building complex automated journeys using behavioral triggers, customer attributes, lifecycle stages, scoring, suppression logic, dynamic content, and personalization.
• Experience executing cross-sell, upsell, expansion, adoption, retention, or customer growth campaigns with measurable impact.
• Strong understanding of customer lifecycle management, including onboarding, activation, adoption, engagement, retention, renewal support, and expansion.
• Experience building audiences, segments, campaign logic, and performance reports using customer, product, CRM, and marketing engagement data.
• Experience using AI, predictive analytics, personalization, experimentation, or next-best-action approaches in marketing programs.
• Ability to work cross-functionally with Marketing Operations, Revenue Operations, Sales, Customer Success, Product Marketing, Analytics, Product, and Legal.
• Strong communication skills, with the ability to explain program logic, performance insights, and optimization recommendations clearly.

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 diversit y 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.