Director, PLG Growth & AI-Driven Marketing

Avalara, Inc.

United States

On-site

USD 150,000 - 210,000

Full time

14 days+

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Benefits offered by this job

Bonuses

Private medical insurance

Paid parental leave

Employee resource groups

Job summary

Avalara, Inc. is seeking a Director of Growth Marketing to build and scale a product-led and digital demand engine.

You will own strategy, experiments, and execution for self-serve acquisition, activation, conversion, and expansion, collaborating across Product, Analytics, and Sales to drive revenue growth. Ideal candidates bring deep PLG experience, a strong technical foundation in growth experimentation and marketing automation, and a track record of building scalable, data-driven growth loops

Qualifications

10+ years of experience in growth marketing, product-led growth, demand generation, lifecycle or CRM marketing.
5+ years leading growth, PLG, or customer acquisition and conversion programs.
Proven ownership of self-serve funnel, trial/freemium conversion, expansion, or customer growth programs with measurable business impact.
Strong technical background in growth experimentation, marketing automation, journey orchestration, segmentation, and personalization.
Hands-on knowledge of Marketo or similar, along with product analytics tools such as Amplitude, Mixpanel, or Pendo.
Experience designing complex automated journeys using behavioral triggers, customer attributes, product usage signals, scoring, suppression logic, and dynamic content.

Responsibilities

Own the end-to-end product-led growth strategy across acquisition, self-serve onboarding, activation, conversion, and expansion.
Develop growth frameworks that align product usage signals, messaging, offers, channels, and timing to drive activation and paid conversion.
Identify signals indicating readiness for activation, upgrade, or expansion, and build programs around them.
Build segmented, behavior-based growth programs that improve trial-to-paid conversion, product adoption, and expansion revenue.
Partner with Product, Product Marketing, Sales, Revenue Operations, and Analytics to align growth strategy with product and revenue outcomes.
Own growth experimentation strategy across the self-serve funnel and measure impact on activation, conversion, pipeline, and revenue.
Lead AI-powered growth workflows, predictive analytics, and personalized onboarding and messaging.
Define KPIs, dashboards, and testing roadmaps tied to acquisition, activation, conversion, expansion, and revenue.