Director, Growth Marketing
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.
Own the end-to-end growth experimentation strategy, including audience selection, test design, execution, and performance optimization across the self-serve funnel.
Create 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.
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.
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.
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.