What You'll Do
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. #LI-Remote
What Your Responsibilities Will Be
- 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.
What You'll Need to be Successful
- 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.
Avalara is an AI-first Company
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.
How We'll Take Care of You
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.
