Director, Marketing Funnel Analytics

About the Role

The Director of Marketing Funnel Analytics is a high-impact role within Avalara’s Global Analytics and Insights organization. This position will be responsible for enabling and delivering accurate, data-driven funnel insights that inform strategic decision-making across the company. Partnering closely with the CMO, Finance, and business unit leaders, you will analyze business performance, model financial impacts, and develop defensible forecasts that guide operational and investment decisions.  *This is an IC role to start, with future state to include 2-3 direct reports later this year.

This individual will serve as the organization’s marketing funnel analytics expert — connecting marketing activities to pipeline and revenue outcomes, interpreting the implications of channel and campaign strategies, and enabling a deeper understanding of how marketing investments translate to lead generation, conversion, and customer acquisition.

This position is remote-first with hybrid work flexibility.

Key Responsibilities

Top of Funnel Analysis & Monitoring

• Own the relationship between marketing leadership and engineering to derive modeled datasets that can be used cross-functionally to derive insights.
• Translate marketing initiatives into measurable funnel hypotheses and track results against projected lead and pipeline targets.
• Leverage AI and machine learning models to enhance lead scoring, predict funnel conversion rates, and surface high-value audience segments at scale.
• Serve as a trusted advisor for funnel health assessment, lead scoring validation, and demand forecasting processes.
• Develop and manage dashboards and monitoring frameworks that track top-of-funnel metrics including traffic, impressions, lead volume, and campaign reach.
• Evaluate the effectiveness of awareness and demand generation campaigns, providing actionable insights to marketing leadership and business leaders.
• Conduct trend analysis and anomaly detection across funnel stages to proactively identify shifts in lead flow, channel performance, and audience engagement.

Strategic Decision Support

• Partner with cross-functional leaders including Marketing, Sales, General Managers (GM’s), Accounting, Financial Planning and Analysis, Product, and Operations to assess implications of business strategies related to the marketing funnel.
• Apply AI-driven scenario modeling and predictive analytics to accelerate strategic planning cycles and improve the precision of marketing investment recommendations.
• Deliver clear, data-backed recommendations that align with Avalara’s pipeline growth and customer acquisition goals.
• Support marketing planning, budget allocation, and channel optimization initiatives with detailed funnel and conversion insights.
• Communicate complex funnel dynamics and marketing performance trends in a clear, narrative-driven format tailored for executive audiences.

Attribution Modeling, ROI, and Performance

• Evaluate and integrate AI-powered attribution solutions to improve model accuracy, automate performance insights, and enable real-time optimization of marketing spend.
• Design and maintain multi-touch attribution models to quantify the contribution of each marketing channel and campaign to pipeline and revenue.
• Provide regular ROI analyses and campaign performance updates to marketing leadership with proposed actions to optimize spend and improve conversion rates.
• Drive continuous improvement in attribution data accuracy, marketing analytics processes, and business intelligence assets.
• Create scalable reporting mechanisms that improve marketing ROI transparency and reduce dependency on ad hoc analyses.

Operational Partnership & Enablement

• Champion the adoption of AI tools and automation across marketing analytics workflows, driving efficiency gains and elevating the team's analytical capabilities.
• Collaborate with marketing operations and revenue operations partners to define funnel success metrics and performance drivers.
• Identify trends and opportunities to improve funnel forecasting accuracy and marketing operational efficiency.
• Ensure data integrity across systems, leading structured validation and transformation initiatives.
• Mentor analysts and peers on funnel analytics, attribution modeling, data interpretation, and insight generation best practices.

Required Qualifications 

• 8+ years of experience in marketing analytics, funnel optimization, business insights, or growth analytics roles.
• Previous experience as a team lead, mentor or Manager.
• Advanced SQL skills (e.g. writing queries, defending and interpreting data), with experience in marketing data modeling and validation, and strong proficiency in dbt (data build tool).
• Proficiency with BI and analytical tools such as Power BI, Tableau, or similar platforms.
• Bachelor’s Degree required; Master’s highly valued.
• Demonstrated expertise in funnel modeling, attribution analysis, and marketing performance measurement.
• Strong analytical and problem-solving skills, with the ability to translate complex data into actionable insights.
• Excellent communication, storytelling, and presentation skills — able to influence at the executive level.
• Strong business acumen with the ability to connect analytics to operational and strategic outcomes.
• Proven track record of improving marketing funnel visibility and enabling data-driven decision-making.

Preferred Experience

• Experience in a SaaS, B2B, or technology-driven organization.
• Prior exposure to working with or supporting a CMO or marketing leadership team.
• Familiarity with demand generation forecasting, marketing mix modeling, and business case development.
• Experience leading or partnering with marketing operations or growth analytics teams.

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.

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. 

We’re defining the relationship between tax and tech.

We’ve already built an industry-leading cloud compliance platform, processing over 54 billion customer API calls and over 6.6 million tax returns a year. Our growth is real - we're a billion dollar business - and we’re not slowing down until we’ve achieved our mission - to be part of every transaction in the world.

We’re bright, innovative, and disruptive, like the orange we love to wear. It captures our quirky spirit and optimistic mindset. It shows off the culture we’ve designed, that empowers our people to win. We’ve been different from day one. Join us, and your career will be too.

We’re An Equal Opportunity Employer

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 orientation, 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.