Senior Digital Product Manager – Web Strategy

Senior Digital Product Manager – Web Strategy role at Avalara Brasil. Lead web strategy for Avalara.com as part of the Digital Business Strategy team, accountable for a cohesive, data-driven web strategy that supports Avalara's growth objectives across global markets. This role focuses on leveraging Avalara.com as a strategic platform to drive customer acquisition, optimize digital journeys, enable scalable editorial workflows, and deliver high-performing, personalized content experiences. You will act as the strategic owner of Avalara's web ecosystem, aligning initiatives with broader business goals, enabling marketing teams through strong content strategy and editorial enablement, and ensuring touchpoints contribute to a measurable customer experience.

• Own and evolve the Avalara.com web strategy using product management principles—develop roadmaps, define customer-focused outcomes, and translate business goals into scalable digital capabilities.
• Prioritize web investments by balancing user needs, business impact, and technical feasibility—leverage qualitative insights and quantitative data to drive decision-making.
• Define and lead cross-functional digital initiatives, collaborating across marketing, engineering, UX, SEO, and international teams to deliver cohesive, best-in-class user journeys.
• Develop and maintain a vision and strategic roadmap aligned with marketing and business priorities to maximize adoption. Structure OKRs to measure progress and impact.
• Act as the voice of the customer, shaping web experiences around user pain points, market trends, and competitive insights. Validate assumptions through experimentation and user feedback.
• Champion modern content and experience design practices, partnering with Avalara's Content Architect and UX teams on the adoption of structured content models to support scalable and personalized experiences and customer-centric designs that accelerate the journey from consideration to adoption.
• Translate business strategy to design and technical specifications and break the plan into increments and milestones ensuring on-time, high-quality delivery with defined measurable success criteria for web programming initiatives.
• Drive governance and global consistency, ensuring Avalara.com meets the needs of domestic and international audiences while maintaining brand, performance, and accessibility standards.
• Optimize digital performance post-launch, using analytics and user behavior data to identify opportunities to iterate and improve the website over time.

• 8+ years of experience in web strategy with strong understanding of digital product management principles—preferably in a B2B SaaS environment.
• Proven track record in leading large-scale website initiatives, such as redesigns, personalization, and optimization programs.
• Understanding of product management frameworks, including roadmap development, hypothesis-driven iteration, stakeholder alignment, and outcome measurement.
• Experience with content management systems (e.g., Adobe Experience Manager), structured content, SEO, analytics platforms (e.g., GA4), and optimization tools (e.g., A/B testing).
• Strong grasp of UX, SEO, information architecture, content strategy, and customer journey mapping principles.
• Ability to influence without authority, leading cross-functional teams and aligning diverse stakeholders toward a shared vision.
• Experience with international digital strategy and adapting web experiences to meet global market needs.
• Excellent communicator with a strong analytical mindset and a bias toward action.
• Bachelor's degree in Marketing, Digital Strategy, Communications, or Information Science (or related field).

Avalara is a fast-growing B2B SaaS company delivering tax compliance automation for businesses of all sizes. We simplify complex compliance processes through innovative cloud-based solutions.

Supporting diversity and inclusion is a cornerstone of our company — we don't want people to fit into our culture, but to enrich it. All qualified candidates will receive consideration for employment without regard to race, color, creed, religion, age, gender, national origin, disability, sexual orientation, US Veteran status, or any other factor protected by law. If you require any reasonable adjustments during the recruitment process, please let us know.

Seniority level: Mid-Senior level

Employment type: Full-time

Job function: Product Management and Marketing

Industries: Software Development