Responsibilities

• You will build the customer marketing strategy and campaign architecture for MM/SMB/EMG from scratch. You will define how the team identifies whitespace, prioritizes expansion opportunity, and sequences the right plays across a high-volume customer base.
• You will identify the customer inflection points where cross-sell and upsell opportunity is highest. These points include ERP upgrades, new regulatory mandates, product adoption gaps, rapid business growth, and contract milestones. You will translate those signals into prioritized action plans and targeted campaigns.
• You will analyze existing customer touchpoints across the lifecycle, including emails, in-product moments, events, and partner interactions. This analysis will identify underutilized engagement opportunities, which you can then turn into actionable cross-sell and upsell plays.
• You will partner with Product Marketing to ensure campaign messaging connects each Avalara product's capabilities to the outcomes customers are navigating, while leveraging partner channels as an additional avenue to reach and influence the right accounts
• You will operate independently in meetings with Sales, Customer Success, and Marketing Operations — representing the marketing perspective, connecting whitespace insights to concrete action items, and managing execution through to delivery and measurement
• You will use tools like Marketo, Salesforce, 6sense, and Power BI to plan, launch, and optimize programs — tracking pipeline contribution and bookings performance with a clear ROI mindset

Requirements

• 5+ years of B2B marketing experience in SaaS or technology, with an emphasis on demand generation or customer marketing for mid-market and SMB audiences
• Experience owning pipeline and bookings outcomes — not just campaign delivery — including building programs from scratch where the playbook doesn't yet exist
• Hands-on experience running high-volume, programmatic campaigns across a large customer base using tools such as Marketo, Salesforce, 6sense, and Power BI
• Familiarity with the mid-market technology landscape — including common ERP and accounting platforms — and an understanding of how those environments shape customer buying behavior and compliance needs
• Experience using AI tools to accelerate content creation, personalize campaigns, and optimize performance at scale

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.