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You will partner with the competitive intelligence lead to translate research into actionable de-positioning strategies and win-zone frameworks. Additionally, you will create field-ready content for sales and marketing teams to improve win rates and effectively counter competitor claims.
As the Senior Product Marketing Manager, Compete De-Positioning & Win Zones, you will work alongside Avalara's Competitive Intelligence lead to turn intel into a programmatic approach to outmaneuver the competition and win deals. You will not run the primary research and competitive intelligence engine — our Competitive Intelligence lead owns competitor monitoring, deep research, and win/loss data collection. Your job is to take that raw intelligence and build two things with it: a sharp de-positioning program that systematically undercuts competitor’s claims, and a framework that tells sales and marketing exactly where, when, and why Avalara wins.
This is a US-based remote position reporting to the Senior Director of Product Marketing.
#LI-Remote
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.
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
Experience in regulated markets (tax, compliance, FinTech) is a plus
Pay Range Details
The base pay range(s) below are provided in compliance with state specific laws. Pay ranges may be different in other locations.
Colorado $136,400 - $225,000 (annually)
Washington $136,400 - $248,600 (annually)
California $136,400 - $272,500 (annually)
NYC $136,400 - $272,500 (annually)
The pay range above is the general base pay range for a successful candidate in the state listed. The successful candidate’s actual salary/wage may be based on various factors, such as geographic location, candidate experience and qualifications, as well as market and business considerations. This role is eligible for an annual bonus based on individual and company performance, depending on the terms of the applicable plan and the employee’s role.
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.
Total Rewards
In addition to a great compensation package, paid time off, and paid parental leave, many Avalara employees are eligible for bonuses.
Health & Wellness
Benefits vary by location but generally include private medical, life, and disability insurance.
Inclusive culture and diversity
Avalara strongly supports diversity, equity, and inclusion, and is committed to integrating them into our business practices and our organizational culture. We also have a total of 8 employee-run resource groups, each with senior leadership and exec sponsorship.
We’re defining the relationship between tax and tech.
We’ve already built an industry-leading cloud compliance platform, processing over 54 billion customer API calls and over 6.6 million tax returns a year. Our growth is real - we're a billion dollar business - and we’re not slowing down until we’ve achieved our mission - to be part of every transaction in the world.
We’re bright, innovative, and disruptive, like the orange we love to wear. It captures our quirky spirit and optimistic mindset. It shows off the culture we’ve designed, that empowers our people to win. We’ve been different from day one. Join us, and your career will be too.
We’re An Equal Opportunity Employer
Supporting diversity and inclusion is a cornerstone of our company — we don’t want people to fit into our culture, but to enrich it. All qualified candidates will receive consideration for employment without regard to race, color, creed, religion, age, gender, national orientation, disability, sexual orientation, US Veteran status, or any other factor protected by law. If you require any reasonable adjustments during the recruitment process, please let us know.
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