Senior Manager - Audience Marketing R7391

Marketing | Brighton, United Kingdom

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Avalara is looking for a Senior Manager, Audience Marketing – UK, Ireland and Benelux, who will be responsible for 1) setting the overall marketing strategy for the country audiences and 2) leading a team of Prospect Audience Managers responsible for setting the strategy and developing acquisition programs and end-to-end prospect journeys.


Avalara serves the core industries of Manufacturing and Distribution, Retail, Software, and Services as well as recently added industries such as Construction, Education, and Financial Services. The Senior Manager and the team of Prospect Audience Managers are experts in these industries. They understand key tax compliance needs and pain points, identify relevant industry trends that affect industry tax compliance (i.e. regulatory or business environment changes), know how Avalara products and services create solutions solve customer's tax compliance pain points specific to industries. Through this industry expertise, the team outlines effective problem awareness messaging, and partners with Content Marketing to create full funnel content to guide prospects through awareness to consideration to purchase.

For our existing portfolio of Avalara customers, the Senior Manager will collaborate with our Customer Marketing team on campaigns assets to be used to market new products to existing customers. For our Partner Marketing team, the Senior Manager will help position our proprietary demand generation campaigns for use with their Partner's customer and prospects considering the more Partner centric demand mix: digital, webinars, tradeshow, email campaigns, blogs, and content development.

Job Duties:

Lead a cross-functional team from across marketing and sales to develop the end-to-end Audience Strategies. Activities include:


  • Leverage third party experts, research, data analytics and customer listening posts to understand the audience, including key needs, tax pain points, and purchase triggers and key legislative changes and their impact

  • Partner with Product and Customer Marketing to identify the features and benefits of products that are relevant for the audience and set the prioritization of the products for the sales process (initial offerings, bundles, and cross-sell).

  • Lead the messaging strategy in coordination with Product Marketing and other internal marketing teams for every stage of the buyer journey from problem awareness to purchase and cross-sell.

  • Partner with our Content team to identify content gaps and work with internal and third-party providers to build required content for the buyer journey

  • Align demand channel strategies with the buyer journey to optimize campaign performance with the channel optimization and digital experience teams

Lead the Audience Manager team to develop campaign strategy and plans consistent with the financial goals and budgets for the prospect audience. Manage the overall prospect team to ensure the following activities are achieved:


  • In partnership with channel owners, define multi-channel campaigns to drive responses and opportunities for Avalara products and services for a particular Audience. Base on insights and analytics continually adjust and optimize campaigns.

  • Partner with campaign management to develop a quarterly marketing calendar and required marketing assets

  • In partnership with the Marketing Analytics team, lead monthly and quarterly reviews of performance vs. actuals and budget spend and develop optimization recommendations for each audience in the key countries.

  • Lead cross functional team meetings designed to develop the end-to-end Audience Strategies. Set agendas and gain shared commitment from team members across the marketing organization.

  • Work with key stakeholders across the organization to gain commitment and support for the Audience Strategies. Develop and lead executive presentations to gain support across the organization for the strategy and approach

  • Partner with campaign analytics to adjust and optimize prospect campaigns

  • Partner with channel and finance teams to develop annual and quarterly customer acquisition plans for the relevant industries and products

  • Create campaign strategy, campaign calendar, and budget designed to deliver the outcomes of the plan. Coordinate with other stakeholders to achieve agreement on the strategy and channel plans.

  • Partner with various stakeholders in the marketing organization to execute campaigns, including product marketing, channel optimization, content development, and brand teams.

  • Partner with content teams (internal and external) to ensure content supports the overall buyer journey by stage.

  • Identify and work with 3rd party providers as needed for content and channel execution of marketing programs.

  • Partner with Product Marketing and Sales Enablement teams to ensure messaging and training is optimal gets insights from sales to update strategies and messaging.

  • Partner with partner and customer marketing teams to ensure coordination of efforts

  • Review funnel performance metrics and determine strategies to optimize performance

  • Review funnel performance metrics and determine strategies to optimize performance

  • Master our robust set of tools for planning, reporting, requesting marketing services, and launching marketing campaigns

  • Attend update pipeline meetings and gain alignment on key activities

Qualifications:


  • Bachelor's degree in marketing or a related field

  • 8+ years marketing experience – B2B preferred

  • Demonstrated management skills with experience leading and managing teams

  • B2B marketing experience with any core industry (Retail, Manufacturing, Wholesale, Distribution, Software, etc.) a plus

  • Experience with SaaS, Tax a plus

  • Excellent oral and written communication skills

  • Excellent time management and interpersonal skills

  • Strong analytical skills

  • Leadership qualities that reflect a self-motivated individual with the ability to work as part of a team 

About Avalara:

We're building cloud-based tax compliance solutions to handle every transaction in the world. Imagine every transaction you make — every tank of gas, cup of coffee, or pair of sneakers, every movie ticket, meal kit, or streamed song, every sensor-to-sensor ping. Nearly every time you make a purchase, physical or digital, there's an accompanying unique and nuanced tax compliance calculation.

The logic behind calculating taxes — the rules, rates, and boundaries — is a global, layered, three-dimensional mess of complexity, with compliance dictated by governments and applied by every business, every day.

Avalara works with businesses of all sizes, all over the world — from corner stores to gigantic global retailers — to calculate tax accurately and automatically, at speeds measured in milliseconds. That's a massive technical challenge, in terms of scale, reliability, and complexity, and we do it better than anyone.

That's why we're growing fast. Headquartered in Seattle, Avalara has offices across the U.S. and around the world, in Belgium, Brazil, Canada, India, and the U.K.

Equal Opportunities: 

Avalara is an Equal Opportunity Employer. All qualified candidates will receive consideration for employment without regard to race, colour, creed, religion, age, gender, national orientation, disability, sexual orientation, US Veteran status, or any other factor protected by law.

Reasonable Accommodation:

Avalara is committed to working with and providing reasonable accommodations to job applicants with physical or mental disabilities. Applicants with a disability who require a reasonable accommodation for any part of the application or hiring process can follow this process outlined when applying for a position: Please provide your name and contact information to our recruitment team at recruitmentEMEA@avalara.com

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