Avalara names Claire Goad to lead e-invoicing push

Avalara has appointed Claire Goad as General Manager of E-Invoicing and Live Reporting as companies face broader e-invoicing and digital reporting rules across multiple regions.

She will lead the group's global e-invoicing business, overseeing go-to-market execution, partner delivery, and international expansion in a market shaped by the spread of continuous transaction controls and real-time reporting mandates.

The appointment puts an executive with more than 20 years of experience in invoice automation and compliance at the head of one of Avalara's growth areas. Her background includes supplier enablement, indirect tax workflows, and enterprise shared services.

Businesses operating across borders are dealing with a growing set of tax and invoicing obligations, particularly in Europe. Requirements in France and Germany, alongside the European Union's VAT in the Digital Age initiative, are increasing pressure on finance and compliance teams to update invoice processes and reporting systems.

Avalara, which focuses on tax and compliance software, processes more than 54 billion transactions each year and supports millions of businesses worldwide. It has increasingly emphasised e-invoicing and live reporting as governments require more transaction data to be submitted in near real time.

Before joining Avalara, Goad was Senior Vice President of Invoice Automation Sales and Delivery at Tungsten Automation, where she led global sales and delivery teams focused on invoice automation and compliance workflows. She also held senior leadership roles at Tungsten Network and Kofax, and served as Managing Director at sharedserviceslink.

Hugo Sarrazin, Chief Executive Officer of Avalara, said the hire reflects a fast-changing compliance environment.

"E-invoicing is one of the fastest-growing and most transformative segments of global tax compliance," Sarrazin said. "Claire brings deep domain expertise and a clear understanding of the operational realities businesses around the world face when modernizing their invoice and compliance workflows."

The regulatory shift has created a large market for providers that help companies manage invoicing data, tax treatment, and mandated filings across jurisdictions. Governments in Europe, Latin America, and Asia-Pacific have all tightened digital reporting rules, often requiring businesses to submit invoice information directly to tax authorities.

That trend has pushed software suppliers to build tools that can handle different national formats and reporting deadlines while linking into finance and enterprise resource planning systems. For multinational groups, the challenge is less about a single rule change than about managing a patchwork of local obligations that can change quickly.

Goad will also help guide Avalara's international expansion. Her appointment follows the company's recent inclusion in the Leaders category of the IDC MarketScape: Worldwide E-Invoicing Compliance Solutions 2026 Vendor Assessment.

Goad said finance leaders are under increasing strain as regulation expands.

"As e-invoicing regulations evolve globally, finance leaders are facing unprecedented complexity and pressure to keep pace," she said. "Avalara is uniquely positioned to help organizations navigate this change, combining agentic workflows, deep regulatory expertise, and a global ecosystem of integrations to make compliance manageable, no matter what comes next."