Competitive Campaigns Director, GTM

About This Role

We are looking for a Competitive Campaigns Director, GTM to turn market and competitive intelligence into clear, high-impact sales and marketing strategies that consistently outperform the competition. This role bridges competitive insight with GTM execution — ensuring Avalara's positioning, messaging, campaigns, and seller enablement decisively differentiate us in every deal and every market we play in. Reporting to the VP of Product Marketing, you will own the competitive GTM motion across the Avalara portfolio — from tax calculation and returns to e-invoicing, exemption certificate management, cross-border, property tax, and our emerging suite of agentic AI products. You will partner closely with Product Marketing, Revenue Marketing, Sales, Product, and Competitive Intelligence to operationalize a winning competitive playbook across regions and segments. This is a high-visibility, cross-functional role at the intersection of strategy, storytelling, and revenue execution — requiring equal parts analytical rigor, creative messaging, and disciplined operating cadence.

About You

You have a passion for winning, a bias for action, and an unapologetic focus on the customer and the seller. You thrive in fast-paced, highly collaborative environments where people are driven, entrepreneurial, and unafraid to take on complex, ambiguous challenges. You are energized by the opportunity to shape how a category-defining platform competes and wins in a rapidly evolving regulatory and AI landscape. Your mission (and ours) is clear: make Avalara the undisputed leader in Agentic Tax and Compliance™ — and equip every marketer and seller to prove it in every conversation.

What Your Responsibilities Will Be

Competitive Strategy & Market Leadership

• Own the translation of competitive intelligence into actionable go-to-market strategies across Sales and Marketing.
• Develop differentiated positioning and messaging that crisply articulates Avalara's advantages versus key competitors across SMB, Mid-Market, and Enterprise segments.
• Shape how Avalara competes in the Agentic Tax and Compliance™ category — positioning AI-driven automation and the ALFA framework as the category-defining differentiators.
• Establish processes and frameworks to operationalize competitive GTM consistently across regions (North America, Europe, Latin America, APAC) and product lines.

Go-to-Market Execution

• Partner with Revenue Marketing to build campaigns that exploit competitive gaps, displacement opportunities, and white space in the market.
• Collaborate with Product Marketing to align product narratives, launch messaging, and bills of materials (BOMs) with competitive messaging.
• Monitor competitor campaigns, messaging, pricing, and GTM tactics — and continuously refine Avalara's response in near real time.

Sales Enablement & Field Impact

• Build and maintain competitive playbooks, battlecards, objection handlers, landmines, and "trap-setting" assets that complement core sales enablement.
• Equip sales teams with training, tools, and real-time competitive insights to win head-to-head deals and accelerate displacement opportunities.
• Partner with Sales Enablement and Revenue Operations to embed competitive content into seller workflows and deal reviews.

Insights & Influence

• Present competitive GTM recommendations to sales and marketing leadership; influence revenue strategy, pricing, and packaging decisions.
• Serve as the trusted competitive voice across Marketing, Sales, Product, and Engineering.

Qualifications

• Bachelor's degree in Marketing, Business, Technology, or a related field.
• 8–12+ years of progressive experience synthesizing competitive intelligence into go-to-market campaigns within a B2B technology company.
• Proven track record of translating competitive insights into successful marketing campaigns, sales plays, and measurable revenue outcomes.
• Strong understanding of B2B technology markets — SaaS, cloud, AI, and enterprise software.
• Experience competing in AI-driven or platform-based product categories in a high-growth environment.
• Demonstrated experience working closely with sales teams and driving enablement at scale.
• Exceptional storytelling and messaging skills with a sharp eye for differentiation.
• Analytical mindset with the ability to connect market signals to revenue impact.
• Proven track record of using AI and related tools to improve operational efficiency and execution.

Preferred Qualifications

• MBA or advanced degree.
• Prior experience in tax compliance, fintech, RegTech, or enterprise software serving finance and accounting audiences.
• Deep familiarity with mid-market sales cycles, partner ecosystems (ERP, ecommerce, accounting platforms), and multi-segment GTM models.
• Experience building competitive GTM functions from the ground up.
• Exceptional executive communication skills with experience presenting to leadership teams.

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.