Competitive Campaigns Director, GTM
Listed on 2026-08-18
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Marketing / Advertising / PR
Marketing Strategy, Product Marketing, Marketing Communications, Market Research
What You ll Do
Avalara is the agentic tax and compliance leader. For more than two decades, Avalara has developed one of the most expansive libraries of tax content and integrations in the industry, supporting over 200,000 businesses and government entities across more than 75 countries. The company s purpose-built AI agents automate end-to-end compliance processes with greater precision — from tax calculations and return filings to exemption certificate management and beyond.
Our value proposition is anchored in five pillars:
Fast, Easy, Accurate, Reliable, and Valuable
.
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
What You Will Do
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, battle cards, 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.
What You ll Need to be Successful
Qualifications
- Bachelor s degree in Marketing,…
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