Senior Product Marketing Manager - Compete

Avalara is hiring a Senior Product Marketing Manager to turn competitive intelligence into de-positioning programs and strategies that identify where and why the company wins. The role develops competitive messaging and field-ready content, supports pricing and packaging, and extends win-zone strategy to retention and expansion.

Responsibilities:

• You will partner closely with Avalara's Competitive Intelligence lead to translate their competitor research, monitoring data, and win/loss findings into actionable de-positioning and win-zone strategy — operationalizing their intelligence across the organization
• You will build and own Avalara's competitive de-positioning program: develop counter-narratives, catch questions, and proof points that directly challenge competitor claims and systematically weaken their positioning in evaluations
• You will define and continuously refine Avalara's win zones — the segments, use cases, deal profiles, and buying triggers where Avalara's win rate is strongest — by working from win/loss patterns sourced through the Competitive Intelligence lead's Clozd program and translating them into qualification criteria Sales and SDRs can act on
• You will consume Avalara’s Competitive Intelligence lead’s outputs (battlecards, talk-track, and objection-handling library) to turn competitive intelligence and win-zone data into field-ready content for Sales Enablement, Product Management, and Revenue Marketing
• You will support pricing and packaging conversations with win-zone context, identifying where Avalara commands premium value versus where it needs to defend on price
• You will partner with GTM strategy team to extend win-zone thinking into retention, identifying which win zones double as the strongest defenses against competitive churn as well as unlock expansion opportunities

Requirements:

• 6–8 years of experience in product marketing, competitive/sales enablement, or a related field at a B2B SaaS company
• Proven experience building de-positioning, win-zone, or competitive positioning programs that measurably improved win rates — distinct from running primary competitive research
• Demonstrated ability to partner closely with a dedicated competitive intelligence function and translate their research into field-ready strategy, messaging, and enablement, rather than generating that research yourself
• Hands-on experience with sales enablement and competitive content tools such as Highspot, Clozd, and Crayon
• Strong written and verbal storytelling skills, with the ability to distill competitive insight into clear, persuasive narratives for both the field and executive audiences
• Executive presence and the ability to present insights and influence senior and executive stakeholders
• 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
• Experience in regulated markets (tax, compliance, FinTech) is a plus