Senior Revenue Marketing Manager - Compete Campaigns

Avalara is an AI-first company specializing in tax compliance solutions. As the Senior Revenue Marketing Manager for Compete Campaigns, you will oversee the strategy and execution of competitive campaigns to protect and expand Avalara's market position in the tax and compliance category.

Responsibilities:

• You will build and run multi-channel competitive campaigns that intercept prospects evaluating competitors, defend at-risk accounts, and drive measurable displacement wins
• You will develop and scale competitive playbooks across integrations, segments, and challengers — from ankle-biters to agentic AI entrants — starting with high-priority partners and expanding the framework across the portfolio
• You will partner with Product Marketing to convert competitive intelligence into crisp campaign messaging, positioning Avalara as the AI-powered compliance management platform versus narrower transactional alternatives
• You will launch paid search intercept, display retargeting, competitor comparison pages, and integration-specific microsites
• You will develop SDR sequences, battle cards, objection-handling guides, and talk tracks in partnership with Product Marketing and Sales Enablement — ensuring every competitive play is activation-ready across Highspot and the field
• You will activate across a broad channel mix, including paid search, social, events, and partner channels. Using a For/To/With motion, you will reach prospects, partners, and end-users at every stage of the buying journey
• You will be the connective layer between Product Marketing's competitive research and Sales, XDR, Customer Account Managers, and the Partner team — translating intelligence into campaigns that shift perception and win deals
• You will partner with RevOps to track competitive wins and losses in Salesforce, build displacement reporting, and tie campaign activity to pipeline outcomes
• You will design retention plays with Customer Account Managers to defend customers from competitive churn and expand Avalara's footprint across the compliance suite
• You will track competitive SOV, impression share, displacement wins, and Stage 0 pipeline contribution
• You will build regular competitive retrospectives that surface new competitor tactics, sharpen the playbook, and inform the next campaign cycle

Requirements:

• 6–8 years of B2B SaaS demand generation, revenue marketing, or integrated campaign management experience
• 5+ years of experience building end-to-end competitive programs — paid intercept, comparison content, SDR sequences, and enablement assets — with measurable displacement results
• Hands-on experience with Marketo, 6sense, Salesforce, ON24, and Power BI
• Experience in regulated markets (tax, compliance, FinTech)
• Experience using AI and AI-related technologies