Senior Customer Marketing Manager

avalara; United States; On-site; USD 111,300 - 215,400; Full time

Job summary

Avalara is seeking a Senior Customer Marketing Manager to lead product-centric demand programs for Enterprise accounts, focusing on multi-product expansion and renewals. Reporting to the Director, Revenue Marketing, you will drive ABX-aligned campaigns, leverage ERP signals and usage data, and partner with CAMs, Customer Success, Renewals, and Sales to generate qualified pipeline.

This high-impact role demands strategic thinking and cross-functional collaboration to translate ERP usage signals

Qualifications

• 4–6 years in B2B SaaS customer marketing, demand generation or product marketing.
• Proven experience building product-centric demand programs for onboarding, adoption, cross-sell, upsell, and retention.
• Familiarity with enterprise ERP ecosystems and buying triggers, stakeholder maps, and compliance complexity.
• Experience managing customer reference or advocacy programs with enterprise logos.

Responsibilities

• Plan product-centric demand campaigns by lifecycle stage and product whitespace for enterprise accounts.
• Identify which Avalara product to position next using ERP data, usage signals, health scores and whitespace analysis.
• Align campaign priorities to ERP transformations, M&A activity, expansion, and regulatory change.
• Partner with Product Marketing, Customer Success, and Renewals to prioritize at-risk and expansion-ready named accounts.
• Own full execution of product-led demand campaigns with timely launch and QA.
• Manage always-on nurture programs and targeted cross-sell/upsell campaigns.
• Coordinate with Product Marketing and Content to connect product capabilities to enterprise outcomes.
• Refine the enterprise channel mix and activation timing with CAMs and field marketing.

Skills

Customer marketing

Demand generation

Product marketing

ABX

Cross-functional collaboration

Gainsight

Salesforce

Marketo

Power BI

AI personalization

Tools

Gainsight

Salesforce

Marketo

Power BI

6sense

G2

TrustRadius

Job description

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.

Responsibilities

• 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 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 — ensuring each tier receives the right level of personalization and product relevance.
• 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 such as customer advisory groups, executive briefing programs, and partner‑ecosystem events 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 and consistent with account ownership and status.
• 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 or willing to serve as references.
• Support the Enterprise Customer Advisory Board and other executive engagement programs that deepen product adoption and position Avalara as a strategic compliance infrastructure partner.
• Work across Gainsight, Salesforce, Marketo, and Power BI to manage enterprise demand campaigns and track product usage, account health, and renewal risk at the named‑account level.
• Apply AI for account‑level content personalization, ERP‑signal‑based segmentation, product‑fit scoring, and campaign optimization across the enterprise base.
• Partner with Marketing Ops to ensure tools are configured to support product‑led demand generation, named‑account workflows, and enterprise lifecycle needs.
• 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, ensuring marketing programs are synchronized with sales coverage, account health priorities, and product adoption goals.

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 touchpoints.

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.
• 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 across a complex named‑account base.
• Strong cross‑functional collaboration skills — particularly with CAMs, Customer Success, Product Marketing, and Renewals.
• Comfortable operating with minimal oversight in a fast‑paced environment and able to balance always‑on programs with targeted ABX execution at scale.

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)

This role is eligible for an annual bonus based on individual and company performance.

How We'll Take Care of You

• In addition to a great compensation package, paid time off, and paid parental leave, many Avalara employees are eligible for bonuses.
• Benefits vary by location but generally include private medical, life, and disability insurance.
• Avalara strongly supports diversity, equity, and inclusion, and is committed to integrating them into our business practices and our organizational culture.

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, and we’re committed to keeping our culture welcoming and inclusive.

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.