[Hiring] Principal Product Manager @Avalara

Role Description

Avalara is an amazing place to build your career because we tackle complex, global compliance challenges and turn them into seamless, intuitive experiences that help businesses of all sizes thrive. Selling online used to mean managing sales tax in one state, but today, small online sellers can owe tax in dozens of states with different rules and rates. Our dedicated Micro and Emerging Business organization serves these growing customers with simple, self-serve experiences that make tax compliance automatic. As Principal Product Manager, E-commerce, you will own the product-led growth motion for online sellers. You will join a fast-moving team, including a dedicated front-end pod, a senior UX designer, and a growth team, to help sellers discover Avalara through the platforms they already use. You will focus on creating a high-value customer experience that helps sellers understand their tax exposure, connect their store, and see the product's value instantly. This role reports to the Head of Product, Micro and Emerging Business, and is ideally based in Seattle, WA.

Responsibilities

• Define the vision, strategy, and roadmap for online sellers, owning outcomes across the growth funnel including signups, activation, free-to-paid conversion, retention, and expansion.
• Shape the user experience from the first visit through the customer’s first meaningful “aha” moment, making the decision to upgrade clear, timely, and customer-centered.
• Own app listings, integrations, and in-platform connection flows that turn discovery on e-commerce platforms and marketplaces into an activated account in one sitting.
• Drive revenue through the product by owning the presentation of pricing, packaging, upgrade prompts, and usage-based expansion opportunities as a seller's business grows.
• Build a high-tempo experimentation engine to instrument the funnel end-to-end, evaluating weekly experiments across onboarding, paywalls, pricing, and in-product messaging.
• Utilize AI implementations where applicable to personalize onboarding or simplify complex setup processes for non-expert users, continuously raising the bar for ease of use.
• Collaborate daily with engineering, design, and growth teams to align product motions and coordinate shared self-serve and lifecycle experiences across Avalara’s portfolio.

Qualifications

• 6+ years of product management experience, with 2+ years in a growth, monetization, product-led growth, or self-serve product role.
• Demonstrated success owning and improving product-led growth metrics such as activation, free-to-paid conversion, retention, or expansion revenue.
• Hands-on experience with freemium, free-trial, or self-serve monetization models, including pricing and packaging experimentation.
• Experience building on or integrating with e-commerce platforms, marketplaces, or app ecosystems.
• Strong experimentation and analytics skills, including funnel analysis, cohort analysis, A/B test design, and interpreting product analytics.
• Technical fluency with APIs and integrations, along with excellent written and verbal communication skills to make thoughtful tradeoffs.
• Bonus points for experience in compliance-heavy domains (sales tax, accounting, payments), building products for SMBs or creators, growing an app through an e-commerce app store, and developing product-qualified lead models.

Benefits

• 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.
• Employee-run resource groups: We have a total of 8 employee-run resource groups, each with senior leadership and exec sponsorship.