The Role
The Director of Product Marketing at Coupa leads growth by shaping messaging, positioning, and sales strategies for the AI-powered spend management platform, ensuring alignment with customer needs and product success.
Summary Generated by Built In
Coupa makes margins multiply through its community-generated AI and industry-leading total spend management platform for businesses large and small. Coupa AI is informed by trillions of dollars of direct and indirect spend data across a global network of 10M+ buyers and suppliers. We empower you with the ability to predict, prescribe, and automate smarter, more profitable business decisions to improve operating margins.
Why join Coupa?
🔹 Pioneering Technology: At Coupa, we're at the forefront of innovation, leveraging the latest technology to empower our customers with greater efficiency and visibility in their spend.
🔹 Collaborative Culture: We value collaboration and teamwork, and our culture is driven by transparency, openness, and a shared commitment to excellence.
🔹 Global Impact: Join a company where your work has a global, measurable impact on our clients, the business, and each other.
Learn more on Life at Coupa blog and hear from our employees about their experiences working at Coupa.
The Impact of a Director, Product Marketing to Coupa:
Coupa’s Autonomous Spend Management vision is to build the network that powers the future of trade. This network is composed of buyers and suppliers. Coupa's supplier solutions are designed to help suppliers find and engage buyers, connect and transact more efficiently, and get paid faster. The Director of Product Marketing will be responsible for the supplier side of this network, expanding upon Coupa’s existing supplier offerings such as Coupa Advantage and launching new products. Because when suppliers are successful, buyers are successful.
As a Director of Product Marketing at Coupa, you will play a critical role in driving the company’s growth by shaping the messaging, positioning, and sales enablement strategies for its AI-powered spend management platform. Your ability to simplify complex concepts and craft compelling stories will empower sales teams, engage customers, and elevate Coupa’s market presence. By closely collaborating with cross-functional teams and leveraging data-driven insights, you will help align the product roadmap with customer needs, increase revenue, and strengthen Coupa’s position as a leader in total spend management
Product Marketing at Coupa influences without authority, operating with a GM/CEO mentality - owning the go-to-market, driving revenue and adoption, and shaping product-market fit that unlocks growth. You will develop and execute GTM, translating market, competitive, and customer insights into positioning that wins, creating narratives that inspire belief and cut through the noise, co-leading with product on product launches and product roadmap, and are strategic advisors to the Field, Product, and Marketing.
What You'll Do:
- As a Director of Product Marketing at Coupa, you will be instrumental in shaping our market presence and driving growth and product success. You will:
- Define and Evangelize Value: Deeply understand key personas, use cases, and value drivers to craft compelling product positioning and messaging that resonates with procurement and finance. You'll be a key evangelist, delivering impactful presentations at live and virtual events that inspire customers and prospects.
- Empower and Inspire Sales and Customer Success: Develop and manage a comprehensive suite of sales collateral and enablement materials. Deliver enablement programs in collaboration with the Enablement team to equip our sales and customer success teams to effectively communicate the value of Coupa's offerings.
- Drive Strategic Growth: Drive revenue growth, build pipeline, and increase adoption/retention by influencing product roadmap and driving GTM motions/campaigns in collaboration with Marketing, Product, and Sales with insightful market and competitive intelligence to inform strategic decision-making.
- Cultivate Customer Relationships: Engage directly with customers and prospects in the field to support deals, early access programs, gather critical market insights, and identify ideal customers for compelling references, case studies, and champions.
- Influence Category Leadership Positioning via Analyst Relations: Lead analyst briefing messaging and content development in collaboration with the AR team and Product to strategize how Coupa can maintain and/or attain category leadership position.
What You Will Bring to Coupa:
- 8+ years of product marketing experience in B2B SaaS with a proven track record in driving messaging, positioning, sales enablement, and influencing product roadmap
- Experience with supplier solutions and/or order-to-cash B2B SaaS companies
- Strong analytical and decision-making skills, able to diagnose business issues and resolve problems effectively.
- Experience in presenting on stage to VP+ audiences, from small groups to large events, with the ability to dynamically engage and inspire audiences.
- Ability to gather intelligence from data, present findings and decisions by telling a narrative with the data, influence executive stakeholders, and execute independently on initiatives
- Ability to work cross-functionally, influencing and commanding respect across teams without direct authority.
- Must be able to switch regularly and rapidly between strategy and execution
- Outstanding communication skills, both oral and written
- Bring passion, energy, adaptability, and relentless determination
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Coupa complies with relevant laws and regulations regarding equal opportunity and offers a welcoming and inclusive work environment. Decisions related to hiring, compensation, training, or evaluating performance are made fairly, and we provide equal employment opportunities to all qualified candidates and employees.
Please be advised that inquiries or resumes from recruiters will not be accepted.
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What the Team is Saying
Alex Moon
Operations Analyst, Order Management
Jessica Fonseca
Technical Support Specialist
Aditya Maheshwari
Sr. Software Engineer, Cloud
Jose Miguel Jimenez
Procurement
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The Company
What We Do
Coupa is a global technology company that helps businesses run smarter by connecting all the ways they spend money — from procurement and expenses to payments and supply chain decisions — in one intelligent platform. In simple terms, Coupa gives organizations the visibility and control they need to make better financial choices, reduce waste, and drive real impact. It’s where technology meets purpose: helping companies manage their resources more responsibly while creating a positive ripple across their people, partners, and the planet.
Why Work With Us
At Coupa, we prioritize an inclusive and empathetic workplace where every voice is valued. Our teams are proactive and accountable, ensuring we collaborate effectively to achieve our goals. The foundation of our culture rests on our people; we believe in fostering an environment that encourages innovation and curiosity.
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Coupa Offices
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Employees work remotely.
Our virtual-first approach is intentional. It gives you the freedom to do your best work in a space that supports focus, balance, and creativity, while staying connected to a global team of changemakers who are redefining the future of business spend
Typical time on-site:
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