Principal Product Manager, Ecomm

Avalara, Inc.; Seattle (WA); On-site; USD 140,000 - 180,000; Full time

Job summary

Avalara, Inc. is seeking a Principal Product Manager, E-commerce to own the product-led growth motion for online sellers. You will lead a cross-functional team to help merchants connect their stores and see Avalara’s value quickly, with a focus on onboarding, activation, and monetization.

The role reports to the Head of Product, Micro and Emerging Business, and is ideally based in Seattle, WA. You’ll shape the strategy, own pricing experiments, and build an experimentation engine to optimize the

Qualifications

• 6+ years in product management with 2+ years in growth or self-serve roles.
• Experience with monetization models, pricing and packaging experiments.
• Experience building on or integrating with e-commerce platforms and marketplaces.

Responsibilities

• Define vision, strategy, and roadmap for online sellers across the growth funnel.
• Own app listings, integrations, and in-platform connection flows.
• Drive revenue through pricing, packaging, and upgrade prompts.
• Build a rapid experimentation engine for onboarding, paywalls, and messaging.
• Collaborate daily with engineering, design, and growth teams.
• Utilize AI implementations to personalize onboarding.

Skills

Product management

Growth / product-led growth

Self-serve monetization

Analytics

APIs & integrations

E-commerce platforms

Tools

APIs

Integrations

Job description

What You’ll Do

Avalara is an amazing place to build your career because we tackle complex, global compliance challenges and turn them into seamless, intuitive experiences that help businesses of all sizes thrive. Selling online used to mean managing sales tax in one state, but today, small online sellers can owe tax in dozens of states with different rules and rates. Our dedicated Micro and Emerging Business organization serves these growing customers with simple, self-serve experiences that make tax compliance automatic.

As Principal Product Manager, E-commerce, you will own the product-led growth motion for online sellers. You will join a fast-moving team, including a dedicated front-end pod, a senior UX designer, and a growth team, to help sellers discover Avalara through the platforms they already use. You will focus on creating a high-value customer experience that helps sellers understand their tax exposure, connect their store, and see the product's value instantly. This role reports to the Head of Product, Micro and Emerging Business, and is ideally based in Seattle, WA.

What Your Responsibilities Will Be

• Define the vision, strategy, and roadmap for online sellers, owning outcomes across the growth funnel including signups, activation, free-to-paid conversion, retention, and expansion.
• Shape the user experience from the first visit through the customer’s first meaningful “aha” moment, making the decision to upgrade clear, timely, and customer-centered.
• Own app listings, integrations, and in-platform connection flows that turn discovery on e-commerce platforms and marketplaces into an activated account in one sitting.
• Drive revenue through the product by owning the presentation of pricing, packaging, upgrade prompts, and usage-based expansion opportunities as a seller's business grows.
• Build a high-tempo experimentation engine to instrument the funnel end-to-end, evaluating weekly experiments across onboarding, paywalls, pricing, and in-product messaging.
• Utilize AI implementations where applicable to personalize onboarding or simplify complex setup processes for non-expert users, continuously raising the bar for ease of use.
• Collaborate daily with engineering, design, and growth teams to align product motions and coordinate shared self-serve and lifecycle experiences across Avalara’s portfolio.

What You’ll Need To Be Successful

• 6+ years of product management experience, with 2+ years in a growth, monetization, product-led growth, or self-serve product role.
• Demonstrated success owning and improving product-led growth metrics such as activation, free-to-paid conversion, retention, or expansion revenue.
• Hands-on experience with freemium, free-trial, or self-serve monetization models, including pricing and packaging experimentation.
• Experience building on or integrating with e-commerce platforms, marketplaces, or app ecosystems.
• Strong experimentation and analytics skills, including funnel analysis, cohort analysis, A/B test design, and interpreting product analytics.
• Technical fluency with APIs and integrations, along with excellent written and verbal communication skills to make thoughtful tradeoffs.
• Bonus points for: Experience in compliance-heavy domains (sales tax, accounting, payments), building products for SMBs or creators, growing an app through an e-commerce app store, and developing product-qualified lead models.

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, ready to thrive here.
• You’ll apply AI every day to business challenges - improving efficiency, contributing solutions, and driving results for your team, our company, and our customers.
• You’ll grow with AI by staying curious about new trends and best practices, and by sharing what you learn so others can benefit too.

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, each with senior leadership and exec sponsorship.

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. Our growth is real – we're a billion dollar business – and we’re not slowing down until we’ve achieved our mission – to be part of every transaction in the world.

We’re bright, innovative, and disruptive, like the orange we love to wear. It captures our quirky spirit and optimistic mindset. It shows off the culture we’ve designed, that empowers our people to win. We’ve been different from day one. Join us, and your career will be too.

We’re An Equal Opportunity Employer

Supporting diversity and inclusion is a cornerstone of our company — we don’t want people to fit into our culture, but to enrich it. 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. If you require any reasonable adjustments during the recruitment process, please let us know.