Senior Customer Marketing Manager

What You'll Do

Avalara is seeking a Senior Customer Marketing Manager to build and execute product-centric demand programs for our Enterprise segment --- companies with $500M+ in annual revenue running complex, multi-entity tax environments.

Reporting to the Director, Revenue Marketing, this role owns the post-sale marketing motion for our highest-value accounts, converting product usage data, ERP signals, and account health into qualified pipeline for cross-sell, upsell, and renewal.

Enterprise customers represent approximately 30% of Avalara's customer base --- making the expansion and retention of this segment a top company priority.

You will operate within our Account-Based Experience (ABX) model, partnering with Customer Account Managers (CAMs), Customer Success, Renewals, and Sales to turn whitespace analysis and compliance complexity into targeted product demand.

This role focuses on multi-product penetration --- moving enterprise accounts from a single product toward the full Avalara compliance platform and beyond.

This is a high-impact, cross-functional role that requires a strong product-and-customer mindset, comfort working in a named-account model, and the ability to translate ERP usage signals, health scores, and regulatory triggers into demand programs that expand revenue per account and drive toward our targets. This is a remote position in the United States.

#LI-Remote

What Your Responsibilities Will Be

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.
• 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.
• 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.

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.

Channel Execution

• Own channel execution prep across campaigns, ensuring named-account targeting, product-specific content, and communication sequencing are deployment-ready.
• Manage customer reference, case study, and testimonial workflows that highlight enterprise-grade outcomes.
• 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.
• Support the Enterprise Customer Advisory Board and other executive engagement programs.

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.
• Apply AI for account-level content personalization, ERP-signal-based segmentation, product-fit scoring, and campaign optimization.
• Partner with Marketing Ops to ensure tools are configured to support product-led demand generation, named-account workflows, and enterprise lifecycle needs.

Stakeholder Alignment

• Own peer-level working relationships with CAMs, Customer Success Managers, Enterprise AEs, Product Marketing, and Renewals.
• Represent the voice of the enterprise customer and product usage data in campaign planning, enterprise POD cadences, and cross-functional GTM discussions.
• Serve as the marketing voice in the enterprise POD model.

Key Metrics & KPIs

• Retention and renewal rate influenced by marketing programs.
• Expansion pipeline (cross-sell/upsell) sourced or influenced by product-centric demand campaigns.
• Volume and usage of advocacy assets (case studies, references, reviews) in sales cycles.
• Engagement and product adoption metrics from demand campaigns.
• NPS/CSAT trends tied to customer marketing touchpoint.

What You'll Need To Be Successful

Qualifications

• 4--6 years of experience in customer marketing, demand generation, or product marketing within a B2B SaaS organization.
• Proven experience building product-centric demand programs that support onboarding, adoption, cross-sell, upsell, and retention within a named-account or ABX model.
• Familiarity with enterprise ERP ecosystems and the buying triggers, stakeholder maps, and compliance complexity they create is a strong plus.
• Experience managing customer reference or advocacy programs featuring enterprise-caliber logos.
• Proficiency with Gainsight, Salesforce, Marketo, Power BI, and advocacy or intent-data platforms (e.g., 6sense, G2, TrustRadius).
• AI fluency to scale personalization, account-level segmentation, and campaign optimization.
• Strong cross-functional collaboration skills.
• Comfortable operating with minimal oversight in a fast-paced environment.

Pay Range Details

The base pay range(s) below are provided in compliance with state specific laws. Pay ranges may be different in other locations.

• Colorado: $111,300-$178,100 (annually)
• Washington: $111,300-$196,700 (annually)
• California: $111,300-$215,400 (annually)
• NYC: $134,600-$215,400 (annually)

The successful candidate's actual salary/wage may be based on various factors, such as geographic location, candidate experience and qualifications, as well as market and business considerations. This role is eligible for an annual bonus.

Avalara is an AI-first Company

AI is embedded in our workflows, decision-making, and products. Success here requires embracing AI as an essential capability.

• You'll bring experience using AI and AI-related technologies.
• You'll apply AI every day to business challenges.
• You'll grow with AI by staying curious about new trends and best practices.

How We'll Take Care Of You

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.

What You Need To Know About Avalara

We're defining the relationship between tax and tech. We've already built an industry-leading cloud compliance platform, processing over 54 billion customer API calls and over 6.6 million tax returns a year.

We're An Equal Opportunity Employer

Supporting diversity and inclusion is a cornerstone of our company. All qualified candidates will receive consideration for employment without regard to race, color, creed, religion, age, gender, national orientation, disability, sexual orientation, US Veteran status, or any other factor protected by law.