Senior Customer Marketing Manager

Avalara is seeking a Senior Customer Marketing Manager to build and execute product-centric demand programs for their Enterprise segment. This role focuses on converting product usage data and account health into qualified pipeline for cross-sell, upsell, and renewal, while operating within an Account-Based Experience model.

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 (e.g., ECM Premium, E-Invoicing & Live Reporting, Tax Research, Use Tax, Property Tax, Business Licenses)
• 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: audit risk reduction, multi-entity compliance governance, ERP cost of ownership, and productivity for tax teams
• 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 (G2, TrustRadius), 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
• Support customer reference, case study, and testimonial workflows that highlight enterprise-grade outcomes — audit readiness, multi-entity control, ERP integration ROI — from identification through publication
• Ensure outreach is coordinated with CAMs and CSMs to prevent conflicting or duplicate communication to high-value named accounts
• Align with 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 in competitive displacement situations
• Align with the Enterprise Customer Advisory Board and other executive engagement programs that deepen product adoption and position Avalara as a strategic compliance infrastructure partner — not just a point solution
• 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 — including integration with the 6sense intent data driving the enterprise ABX model
• 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
• 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 touchpoint

Requirements:

• 4–6 years of experience in customer marketing, demand generation, or product marketing within a B2B SaaS organization (serving enterprise or strategic accounts is a plus!)
• 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 is a strong plus
• Experience managing customer reference or advocacy programs featuring enterprise-caliber logos, including executive testimonials, case studies, and peer review programs
• 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 — in a matrixed, POD-based go-to-market environment
• Comfortable operating with minimal oversight in a fast-paced environment and able to balance always-on programs with targeted ABX execution at scale