Senior Digital Product Manager – Web Strategy at Avalara

Brazil

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Senior Digital Product Manager – Web Strategy is a role focused on leading Avalara.com web strategy within Avalara’s Digital Business Strategy team. The position is responsible for defining and executing a cohesive, data-driven web strategy that supports growth objectives across global markets, driving customer acquisition, optimizing digital journeys, and delivering personalized content experiences. Responsibilities include owning and evolving web strategy, prioritizing investments, leading cross‑functional initiatives, developing a vision and roadmap, acting as the voice of the customer, championing modern content practices, translating strategy into technical specifications, ensuring governance and consistency, and optimizing performance post‑launch. Candidates should have 8+ years of web strategy experience in a B2B SaaS environment, leading large‑scale website initiatives, and expertise in product management, CMS (Adobe Experience Manager), SEO, analytics (GA4), A/B testing, UX, and global digital strategy. The role offers paid time off, paid parental leave, bonuses, comprehensive insurance benefits, diversity and inclusion initiatives, and employee resource groups.

Requirements

Education

  • Bachelor’s degree in Marketing, Digital Strategy, Communications, or Information Science (or related field)

Experience

  • 8+ years of experience in web strategy
  • experience in B2B SaaS environment
  • leading large-scale website initiatives such as redesigns, personalization, and optimization programs

Skills

  • product management principles
  • roadmap development
  • hypothesis-driven iteration
  • stakeholder alignment
  • outcome measurement
  • content management systems (Adobe Experience Manager)
  • structured content
  • SEO
  • analytics platforms (GA4)
  • optimization tools (A/B testing)
  • UX
  • information architecture
  • content strategy
  • customer journey mapping
  • influence without authority
  • cross-functional leadership
  • global digital strategy
  • communication
  • analytical mindset
  • bias toward action

Responsibilities

  • Own and evolve the Avalara.com web strategy using product management principles—developing roadmaps, defining customer-focused outcomes, and translating business goals into scalable digital capabilities
  • Prioritize web investments by balancing user needs, business impact, and technical feasibility—leveraging 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 engage users and accelerate the journey from consideration to adoption
  • Translate business strategy to design and technical specification and break the plan down into increments and milestones ensuring on-time and high-quality delivery, and defined measurable success criteria for web programming initiatives
  • Drive governance and global consistency, ensuring Avalara.com meets the needs of both 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

Technologies

Adobe Experience ManagerGA4A/B testingSEOanalytics platforms

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