The Role
Lead Coupa’s growth marketing strategy across the full customer funnel, integrating product-led, marketing-led, and sales-led growth. Optimize conversion through experimentation, lifecycle campaigns, in-app engagement, and assisted trial programs. Manage and develop marketing staff, establish operating rhythms, and build analytics and attribution systems measuring CAC, LTV, activation, and pipeline conversion. Use CRM, product analytics, and automation tools to create behavior-driven customer journeys and scale data-informed campaigns.
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.
What You'll Do:
- Funnel Optimization: Build and execute a systematic framework to identify, test, and unblock high-leverage friction points across the entire customer journey.
- Product-led Sales and Marketing Orchestration: Bridge Product-Led Growth (PLG), Marketing-Led Growth (MLG), and Sales-led Growth (SLG) by introducing behavior-triggered nurture programs, in-app nudges, dynamic CTAs, and automated lifecycle comms.
- Conversion Rate Optimization (CRO): Run continuous A/B testing across pricing pages, trial onboarding sequences, self-serve flows, and multi-channel touchpoints to shorten Time-to-Value (TTV) and maximize conversion.
- Sales & Marketing Alignment: Partner closely with Sales and Product teams to stand up inside-sales/SDR playbooks for assisted trial onboarding, ensuring leads are qualified and routed effectively.
- Direct Management & Coaching: Lead, mentor, and grow team of marketers, providing strategic direction, execution frameworks, and clear accountability.
- Shift to Proactive: Move the team from tactics toward structured, data-informed, cohort-targeted campaigns.
- Establish Operating Rhythms: Set up, test-and-learn baselines, campaign planning models, and clear performance tracking across the team and campaigns.
- End-to-End Funnel Analytics: Establish clear attribution models to measure CAC, Customer Lifetime Value (LTV), trial activation rates, and multi-touch pipeline conversion.
- Tooling & Operations: Leverage and optimize our marketing CRM (e.g., HubSpot) and in-product analytics to build automated journeys based on user behavior and ICP criteria.
Full-Funnel Strategy & Experimentation
Team Leadership, Guidance & Capability Building
Analytics, Attribution & Infrastructure
What You Will Bring to Coupa:
- 10+ years of progressive leadership in Growth Marketing, Demand Generation, or Product Growth within B2B SaaS.
- Proven Track Record in Funnel Building: Demonstrated success taking a business from legacy/baseline marketing motions to a modern, data-driven growth engine.
- People Leadership: Strong empathetic leadership with a proven ability to guide, coach, and level-up execution-focused marketers.
- Hybrid PLG / SLG Expertise: Experience balancing Product-Led Growth mechanics (free trials, self-serve, in-product nudges) with sales-assisted touchpoints.
- Data & Tech Stack Proficiency: Deep knowledge of CRM/Automation tools (HubSpot, Salesforce), product analytics tools (Pendo, etc.), and attribution models.
- Experimental Mindset: Comfortable using hypothesis-driven frameworks to test rapidly, fail fast, and scale win-state strategies.
The successful candidate’s starting salary will be determined based on permissible, non-discriminatory factors such as skills, experience, and geographic location.
At Coupa, we are 100% committed to creating and nurturing an environment that supports your physical, mental, and community well-being. We offer a comprehensive suite of benefits designed to help you and your family thrive:
Global Well-Being Perks (For All Employees Globally)
- Global Wellness Days: Enjoy two designated, company-wide paid wellness days off each year (typically the first Friday in March and the last Friday in September) so the entire global team can unplug, step away, and recharge together .
- Birthday Time-Off: Celebrate your day! Coupa provides a paid day off on your birthday or another day of your choice within your birthday month .
- Volunteer Time Off (VTO): Giving back is in our DNA. We offer 40 hours of paid VTO annually to support the community initiatives and volunteer programs you are passionate about .
- Employee Assistance Program (EAP): Access free, confidential, 24/7/365 counseling and resources for emotional support, work-life solutions, financial advice, legal guidance, and support for new parents .
- Business Travel Protection: Travel with peace of mind. Zurich Travel Assist provides medical, safety, pre-trip planning, and emergency support during any business travel .
- Referral Bonus Program: Share the Coupa experience! Receive generous monetary referral bonuses when you successfully refer talented friends or acquaintances who are hired into open roles .
Please note: In addition to these global well-being perks, Coupa offers highly competitive, location-specific benefits packages (which include comprehensive medical/dental insurance, retirement/pension plans, and life or accident protection) tailored to your primary work location. Your recruiter will walk you through the specific regional benefits package for this role during the interview process.
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.
By submitting your application, you acknowledge that you have read Coupa’s Privacy Policy and understand that Coupa receives/collects your application, including your personal data, for the purposes of managing Coupa's ongoing recruitment and placement activities, including for employment purposes in the event of a successful application and for notification of future job opportunities if you did not succeed the first time. You will find more details about how your application is processed, the purposes of processing, and how long we retain your application in our Privacy Policy.
Skills Required
- 10+ years of progressive leadership experience in Growth Marketing, Demand Generation, or Product Growth within B2B SaaS
- Proven success building a modern, data-driven growth engine from legacy or baseline marketing motions
- People leadership experience, including coaching and developing execution-focused marketers
- Experience balancing Product-Led Growth and Sales-Led Growth mechanics
- Deep knowledge of CRM and marketing automation tools such as HubSpot and Salesforce
- Experience with product analytics tools such as Pendo
- Knowledge of attribution models and funnel analytics
- Hypothesis-driven experimentation and rapid testing experience
What the Team is Saying
Aditya Maheshwari
Sr. Software Engineer, Cloud
Alex Moon
Operations Analyst, Order Management
Jose Miguel Jimenez
Procurement
Jessica Fonseca
Technical Support Specialist
Daniela Aristizábal
Associate Planning & Operations Analyst
Coupa Compensation & Benefits Highlights
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Healthcare Strength — Coverage includes medical, dental, and vision for employees and dependents starting Day 1, and plan quality is often characterized as good to very good. Mental‑health and employee‑assistance resources further bolster the offering.
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Leave & Time Off Breadth — Flexible/unlimited-style time off, floating holidays, and 40 hours of paid volunteer time are highlighted across locations. These policies are frequently cited alongside strong overall PTO usability depending on role and workload.
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Parental & Family Support — Paid parental leave and family-support resources (e.g., adoption, surrogacy, and back-to-work assistance) are explicitly included. Recent examples reference multi‑month leave durations for new parents.
Coupa Insights
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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
Hybrid Workspace
Employees engage in a combination of remote and on-site work.
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:
Flexible
Foster City
HR
Ann Arbor
Bangalore office
Bogotá, CO
Boston, MA
Chicago, IL
Dubai, Dubai 48800
Hyderabad office
São Paulo, BR
Pune office
Shivaji Nagar, IN
Singapore, SG
Tokyo Office
Uppsala, SE
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