Director, Partner Marketing

Role Description

Avalara is seeking a strong marketing leader to own the strategy, performance, and optimization of our to-partner marketing motion — driving engagement, enablement, and pipeline through direct partner-facing messaging and campaigns. This role plays a critical part in scaling how Avalara communicates with and activates its critical partner ecosystem.

You will define how we engage partners through persona-based, solution-oriented messaging that enables them to sell, co-market, and generate demand effectively. Partner Marketing sits at the intersection of Marketing, Sales, and Partnerships. In this role, you will partner closely with Alliances, Partner Sales, Revenue Marketing, and Product Marketing to ensure that partner communications, campaigns, and programs are aligned to business priorities and revenue opportunity.

This is a highly strategic role focused on turning partner engagement into pipeline. You will use data, AI, and GTM insights to build scalable programs that drive partner activation, improve conversion, and increase partner-sourced revenue.

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Responsibilities

• Partner GTM Strategy & Messaging
  • Own the strategy for how Avalara markets to partners, including segmentation, persona definition, and messaging frameworks.
  • Develop solution-oriented messaging that enables partners to understand, position, and sell Avalara offerings.
  • Partner with Product Marketing and Alliances to ensure messaging reflects product value, partner needs, and market opportunity.
• Campaign Strategy (To Partner Motion)
  • Define and prioritize partner-facing campaigns aligned to pipeline goals, partner tiers, and revenue opportunity.
  • Build programs that activate partners through education, enablement, and co-selling readiness.
  • Ensure campaigns are tailored to partner personas (e.g., ISVs, SIs, resellers) and aligned to their GTM models.
• Campaign Execution
  • Lead execution of partner-facing campaigns across channels (email, webinars, partner portals, field, and digital).
  • Balance net-new partner programs with optimization of in-market motions to improve engagement and conversion.
  • Ensure consistent, high-quality partner communications that are timely, relevant, and actionable.
• Channel Strategy & Execution
  • Define how partner-facing channels are used to drive engagement, activation, and pipeline contribution.
  • Collaborate with Ops and channel teams to ensure partner communications, lead flow, and campaign assets are delivered effectively.
  • Continuously refine partner engagement strategy based on performance signals, partner feedback, and conversion metrics.
• Team Leadership & Partner Channel Performance
  • Lead and grow a high-performing Partner Marketing team focused on partner activation and pipeline contribution.
  • Drive funnel accountability across direct and indirect partner performance as it pertains to partner engagement metrics.
  • Optimize team workflows, campaign prioritization, and operational efficiency to improve ROI and scalability.
• Cross-Functional Alignment & Visibility
  • Partner with Alliances, Partner Sales, Revenue Marketing, and Product Marketing to align strategy, execution, and forecasting.
  • Serve as the marketing counterpart to partner leadership, ensuring clarity on priorities, messaging, and pipeline targets.

Qualifications

• 12–15 years of experience in B2B SaaS marketing, with a focus on partner, channel, or GTM strategy.
• Proven success building partner-facing campaigns that drive engagement, enablement, and pipeline.
• Strong expertise in persona-based messaging, solution positioning, and GTM storytelling.
• Experience working across Alliances, Partner Sales, Revenue Marketing, and Product Marketing.
• Familiarity with tools such as Salesforce, Marketo, 6sense, Power BI, and partner engagement platforms.
• AI fluency to scale content creation, personalization, and campaign optimization.
• Strong leadership presence and ability to influence cross-functional stakeholders.
• Comfortable operating in a fast-paced, matrixed environment with shared accountability.

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.

Company Description

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.