Avalara Taps Claire Goad to Lead Global E-Invoicing Expansion

Goad arrives with over two decades of experience in invoice automation and indirect tax workflows, most recently serving as Senior Vice President at Tungsten Automation. Her appointment comes at a critical juncture for the tax compliance market, as the EU’s VAT in the Digital Age initiative and similar frameworks across Latin America and Asia-Pacific force companies to overhaul their financial operations.

Avalara CEO Hugo Sarrazin cited Goad’s specific domain knowledge as a vital asset for managing the operational realities of modern invoice compliance. Goad emphasized that the core challenge for finance leaders is navigating the rapid evolution of these regulations, a task she intends to address by leveraging the company’s AI-driven platform and existing ecosystem of integrations. The leadership change follows the company’s recent placement as a leader in the 2026 IDC MarketScape assessment for global e-invoicing compliance, signaling a push to solidify its market share amidst intensifying regulatory scrutiny.