Tracy Smith

About Tracy Smith

Creative Marketing Leader | Turning Big Ideas Into Real ResultsI’m a marketer who loves solving tough problems, building strategies that work, and making a real impact. With a mix of agency and in-house experience, I’m equally at home brainstorming big-picture ideas as I am rolling up my sleeves to get things done. Whether I’m collaborating with developers, rallying cross-functional teams, or presenting long-term product visions to execs, I thrive at the intersection of strategy and execution.As a leader, I’m all about building strong teams and helping people unlock their full potential. I believe great things happen when everyone feels supported, so I lead with empathy and a “we’ve got this” attitude. You’ll often find me jumping in alongside my team to tackle challenges head-on—we succeed together, and that’s what makes the work so rewarding.Outside of work, I’m driven by curiosity and a love of learning. Sustainability is a big focus for me, especially when it comes to innovative ideas like cargotechture, agrivoltaics, renewable energy, and sustainable fashion. I also enjoy fly fishing, tying flies, and exploring how creativity intersects with the natural world.I’m looking for my next adventure in senior marketing leadership with a company where I can bring fresh ideas, make a meaningful impact, and work with incredible people. If that sounds like a fit, let’s connect—I’d love to chat about how we can do great things together:Customer Marketing (retention and cross-sell)Lifecycle MarketingDemand GenerationClient ManagementTeam DevelopmentMarketing OperationsProduct Management & MarketingB2B, B2C & B2G@.| 54••••••51

Experience

1. Sr Customer Growth Marketing Manager (Customer and Cross-sell)

   Avalara

   Sep 2022 — Present · US

   Led growth and customer marketing strategies for a portfolio of B2B SaaS products, targeting a U.S. customer base of 35K+ accounts. Owned the end-to-end development of go-to-market (GTM) initiatives — from concept > execution — in collaboration with sales, production, product, and partner teams. Multi-channel campaigns generated over $11 million in attributed revenue, accelerating product adoption and expansion within the install base.* Created Avalara’s highest-performing webinar series, Trade and Tariff Tuesdays, in response to evolving global trade policies. Drawing over 500 weekly attendees, generating 12K+ qualified leads, and resulted in over $1MM in closed revenue within five months. Channels included email, paid media, website, and on-site merchandising.* Redesigned key product-led growth (PLG) trial initiative by analyzing usage data to optimize the time-to-value window (from 14 to 30 days), expanding nurture content (from 2 to 7), and managing program launch. Generated 50+ signup (100% increase YTD) & 25+ high-priority leads in first 30 days.* Drove adoption and cross-sell campaigns for global e-commerce partners, reducing onboarding time for new users from 5+ days to just 1.* Launched a targeted revenue campaign that delivered $150K+ in direct revenue from existing customer accounts within 30 days, demonstrating a deep understanding of segmentation and lifecycle triggers.* Modernized marketing operations by embedding AI and automation into team workflows — integrating custom build GPTs for email and campaign production, standardizing campaign briefs, creating a single source knowledge/document management system, and improving dashboarding/reporting processes. Additional internal roles:* Marketo SteerCo Member – shaping platform strategy and best practices.* AI Champion Program – early adopter & internal evangelist for applied AI for multiple depts.Recognition:Multiple-time nominee for Avalara’s Marketing Excellence Awards (semi-annual)

Education

• Pragmatic Marketing

  Certification, Product management and product marketing

• University of Colorado Boulder

  BA, Communications

• Oregon State University

  Additional coursework in business and art

Skills

• Email Marketing
• Integrated Marketing
• Marketing Strategy
• Online Marketing
• Marketing
• Online Advertising
• Advertising
• E-Commerce
• Crm
• Lead Generation
• Web Analytics
• Strategy
• Analytics
• Multi-Channel Marketing
• Digital Marketing
• Management
• Corporate Branding
• Marketing Management
• Content Strategy
• Demand Generation
• Digital Strategy
• Social Media
• Interactive Marketing
• Interactive Strategy
• Marketing Process
• Interactive Analytics
• Relationship Marketing
• Web Strategy
• Customer Relationship Marketing
• Customer Retention
• Photography
• Personnel Management
• Product Management
• Product Marketing
• Marketing Automation
• Pragmatic Marketing Certification
• Customer Relationship Management (Crm)
• Marketing Operations