Director, Growth Marketing

What You’ll Do Overview We are seeking a Director, Growth Marketing to build and scale a product-led and digital demand growth engine for Avalara. Reporting to the VP of Growth Marketing, this role will own the strategy, experimentation, and execution behind self-serve acquisition, activation, conversion, and expansion, working across the funnel to turn product usage into predictable, scalable revenue growth. The ideal candidate brings deep experience in product-led growth motions, a strong technical foundation in growth experimentation and marketing automation, and a track record of building scalable, data-driven growth loops. This leader will also play a critical role in modernizing growth marketing through AI, using automation, predictive insights, and intelligent personalization to improve efficiency, funnel conversion, and measurable growth. Key Responsibilities Own the end-to-end product-led growth strategy across acquisition, self-serve trial or freemium onboarding, activation, conversion, and expansion. Develop growth frameworks that align product usage signals, messaging, offers, channels, and timing to drive users toward activation and paid conversion. Identify key product and behavioral signals that indicate 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. Funnel Optimization and Experimentation Own growth experimentation strategy, including audience selection, test design, execution, and performance optimization across the self-serve funnel. Develop scalable growth loops that use product usage data, behavioral triggers, firmographic data, and propensity signals. Partner with Sales and Customer Success to define handoff points between self-serve and sales-assisted motions, including enablement and follow-up processes. Create integrated growth campaigns that support both self-serve and sales-assisted expansion motions. Measure and optimize growth impact across activation rate, trial-to-paid conversion, pipeline, bookings, attach rate, and incremental revenue. AI-Powered Growth Lead the transformation of growth marketing through AI-powered workflows, automation, and personalization. Identify and implement AI use cases that improve experimentation velocity, segmentation, content creation, journey orchestration, and performance optimization. Use predictive analytics and product usage signals to personalize onboarding, in-product messaging, channel selection, and upgrade offers. Partner with Global Analytics, Product, and Marketing Operations to develop AI-enabled growth models, propensity scoring, next-best-action frameworks, and automated insights. Measurement and Optimization Define growth marketing KPIs, dashboards, and reporting frameworks tied to acquisition, activation, conversion, expansion, and revenue. Own test-and-learn roadmaps across onboarding design, messaging, segmentation, channel mix, timing, personalization, and offers. Analyze funnel and experiment performance to identify opportunities for optimization and scale. Translate growth insights into actionable recommendations for marketing, product, sales, and customer success teams. Partner closely with the Lifecycle Marketing team to ensure growth and lifecycle programs are coordinated across the customer journey, while maintaining clear ownership of the pre- and early-conversion funnel What You’ll Need to be Successful Required Qualifications 10+ years of experience in growth marketing, product-led growth, demand generation, lifecycle or CRM marketing 5+ years of experience 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 platforms such as 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. Strong understanding of product-led growth motions, self-serve conversion, activation, and expansion strategies. Experience using data and analytics to build audiences, measure performance, optimize campaigns, and influence strategy. Familiarity with CRM, CDP, product analytics, web analytics, and data warehouse environments such as Salesforce, Snowflake, BigQuery, or similar. Demonstrated experience using or implementing AI, predictive analytics, personalization, experimentation, or next-best-action strategies in marketing. Experience leading teams, managing priorities, and operating in a fast-paced, cross-functional environment Experience in B2B SaaS, technology, fintech, compliance, data, or enterprise software. Preferred Qualifications Direct experience building or scaling a product-led growth motion, ideally within a company transitioning from sales-led to PLG or hybrid go-to-market. Knowledge of customer segmentation, propensity modeling, lead scoring, product usage signals, customer health scoring, and revenue attribution. Experience with AI-enabled marketing tools, generative AI workflows, decisioning engines, or predictive recommendation models. Familiarity with SQL, no-code data tools, or modern data stack concepts. Experience partnering with Sales, Customer Success, Product, Analytics, Revenue Operations, and Legal. 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. #J-18808-Ljbffr