Sr Director, Marketing Data Operations and Insights

Marketing | Durham, NC, United States

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At Avalara (AVLR), we are building cloud-based tax compliance solutions to handle every transaction in the world. Every transaction you make must be examined for tax — every tank of gas, cup of coffee, or pair of sneakers, every movie ticket, meal kit, or streamed song, or online course. Nearly every time you make a purchase, physical or digital, there is an accompanying unique and nuanced tax compliance calculation.

The logic behind calculating taxes — the rules, rates, and boundaries — is a global, multi-dimensional puzzle of complexity, with compliance dictated by governments and applied to every business, every day. Avalara works with businesses of all sizes, all over the world to calculate tax accurately in near real time and ensure they remit the correct returns. No company should have to expend the countless hours to manage taxes manually when they need to spend their time growing their business. Avalara ensures that business sales taxes are done right.


We are looking for a Marketing Data Operations and Insights leader to establish and lead a team of talented and experienced analysts and data scientists who research and identify ways to build our brand and acquire new clients. The Marketing Data Operations team tracks advertising investment, analyzes sales funnels and customer intent, measures ROI of online and offline advertising campaigns, and reports on marketing KPIs like leads, conversion rates, website traffic, email, events and social media engagement. The team uses insights to continuously investigate our copious data sources to refine targeting and segmentation of campaigns through advanced modelling to then create the target lists for our Demand Gen, ABM and DM strategies. The team seeks to determine the ultimate truth behind campaigns and solve the attribution puzzle. Ultimately, the Marketing Data Operations and Insights team is tasked with helping us ensure we spend our marketing budget efficiently and we target our audience effectively to create impactful campaigns.

You will partner with both Marketing and Data leadership to evolve our Marketing Data Operations and Insights team to a new level, positioning the team as the trusted advisor to marketing leadership. This is a heavily cross-functional role, with deep partnerships with other internal analytic domains (e.g., Sales, Customer, Global Insights and Analytics, Research & Insights, Data Platforms), with the Marketing business, and with other digital technology teams.


  • Insights and Reporting
  • Lead end-to-end development, execution, and user adoption of marketing analytics through dashboards, analytical models, and measurement frameworks, in close partnership with Demand Generation, Marketing Operations, Marketing Technology and Global Analytics and Insights leadership.
  • Ensure the regular output of operational reports, analyses, and insights to enable the business both in automated and ad-hoc forms to aid in strategic decision making.
  • Deliver KPI's and measurement to the business per campaign, initiative, product and channel
  • Monitor budget performance and refine ROI accuracy of all paid tactics
  • Campaign Operational Analytics
  • Deliver continuous improvement of our campaign targeting and segmentation through a continuous loop of reviewing performance and improving prospect selection and response modelling.
  • Ensure the data integrity of prospect data obtained through marketing campaigns and data enrichment.
  • Lead data exploration.  Identify valuable data sources and automate collection processes, work with the global insights and analytics to determine usable data matrixes for all 1P and 3P data.
  • Refine our Lead Scoring models to create better prioritization of prospects through our marketing funnel.
  • Analyze sales development performance with leads to improve opportunity assignment to sales teams.
  • Further refine our marketing pipeline “value” model – to better predict future ARR and bookings.
  • Strategic Growth
  • Define the effectiveness of our communication and media strategy, including optimal cadence, and the efficiency of channel delivery.
  • Determine the impact of Brand and ATL campaigns work with available data and tracking tools to gauge the impact of our above the line media strategy.
  • Proactively propose creative analytics solutions to marketing challenges, recommend marketing mix optimizations, measure propensity to buy, determine next best offer/ action and expected customer lifetime value.  Provide thought leadership to assist marketing teams in using these models to adjust their tactical mixes.
  • Work closely with sales and marketing teams to identify opportunities for new client acquisition
  • Lead and Evangelize
  • Present findings and strategic recommendations with clarity to business partners having varying degrees of data science fluency.
  • Lead / support weekly Executive Updates and monthly C-level business reviews.

  • 15+ years of professional experience, with domain depth in B2B sales & marketing analytics, data and insights.
  • Technical background with BS and / or advanced degree preferred in computer science, data science, engineering, mathematics, statistics or similar discipline.
  • Proficiency in use of R, SQL and Python; familiarity with other programming languages is an asset
  • In-depth understanding of predictive data models, marketing funnel, business intelligence, lead management processes and technologies, data visualization, and cloud data platforms.
  • Experience using business intelligence tools (e.g. PowerBi) and data frameworks (e.g. Hadoop)

  • Inspiring leader who is not afraid to innovate and growth hack to provide value to the business
  • Experience leading a data analytics team, helping the team create business value and providing development opportunities.
  • Demonstrated experience working across marketing functions, collaboratively with sales, sales operations, and customer success.
  • Excellent team player, who values other views and can earn stakeholder confidence quickly
  • Problem-solving aptitude
  • Ability to manage multiple priorities in fast-paced environment, work collaboratively with cross-functional teams, and ensure high quality deliverables with high attention to detail
  • Experience and desire for working in a start-up environment, contributing to developing business infrastructure and aggressively scaling a high growth business.
  • Exceptional presentation skills, including proven success with executive presentations that require taking complex data sets and boiling down into meaningful insights.
  • A passion for driving insights into action, including excitement about the opportunity that "Big Data" presents.
  • Apply Now!