Headquartered in Seattle, Washington, Avalara has been disrupting the world of sales tax management since its inception in 2004. Since the company was founded, its dedicated team h
Senior Customer Marketing Manager
Location
United States
Posted
3 days ago
Salary
$111.3K - $215.4K / year
Seniority
Lead
No structured requirement data.
Job Description
Senior Customer Marketing Manager
Avalara
Role Description 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. Qualifications - 4–6 years of experience in customer marketing, demand generation, or product marketing within a B2B SaaS organization (serving enterprise or strategic accounts is a plus!) - 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, including executive testimonials, case studies, and peer review programs - 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 across a complex named-account base - Strong cross-functional collaboration skills — particularly with CAMs, Customer Success, Product Marketing, and Renewals — in a matrixed, POD-based go-to-market environment - Comfortable operating with minimal oversight in a fast-paced environment and able to balance always-on programs with targeted ABX execution at scale Requirements - 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 - 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 - 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 - Refine the enterprise channel mix — including email, in-product, executive roundtables, customer advisory board (CAB) touchpoints, peer review sites, 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 for their ability to surface demand and deepen product engagement among key personas - 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 - 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 - Work across Gainsight, Salesforce, Marketo, and Power BI to manage enterprise demand campaigns - Apply AI for account-level content personalization, ERP-signal-based segmentation, product-fit scoring, and campaign optimization - 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 - Serve as the marketing voice in the enterprise POD model 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.
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