The Role
The Product Marketing Manager at Coupa will lead positioning, growth strategies, pricing strategies, experimentation, competitive intelligence, and supplier segmentation to enhance product offerings and drive business 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 at Coupa:
What You'll Do:
- Positioning & Messaging: Write the core story of the Supplier Network and paid products. Develop segment-specific value propositions for different supplier profiles and ensure they are clearly communicated across all channels (website, sales decks and materials, onboarding emails, etc.). This should be grounded in the actual scope.
- Growth, End-to-End: Partner with Product and Growth teams to drive supplier sign-ups, activation, and upgrades. This includes content strategy, in-product copy, launch plans, and sales enablement. Work with the Growth PM team on experiment-driven launches with a focus on measurable results, which ties to the growth operating model and experimentation.
- Pricing & Packaging: Lead the strategy for product pricing and bundling. Conduct willingness-to-pay interviews, conjoint studies, and pricing experiments to develop data-defensible recommendations.
- Experimentation: Systematically test landing pages, onboarding flows, email sequences, and packaging options to optimize performance in partnership with the Growth team's experimentation framework. This experimentation is more aligned with common language.
- Competitive Intelligence: Maintain a sharp, up-to-date view of competitors and market trends, feeding insights back into product and pricing decisions to influence outcomes.
- Supplier Segmentation: Partner with Product, Growth, and Data Science to build and maintain a robust segmentation framework backed by data and research. Develop tailored positioning, messaging, and GTM playbooks for each segment.
What You Will Bring to Coupa:
- Experience: 7+ years in B2B product marketing, ideally within a SaaS company, marketplace, or where the product is the primary growth engine.
- Communication: Fluent English, capable of writing compelling copy, presenting to executives, and clearly articulating positioning.
- Subscription & SaaS Business Models: Deep understanding of subscription business models and unit economics, including pricing tiers, packaging, free-to-paid conversion, and upgrade/expansion motions.
- Product-Led Growth (PLG): Proven experience with freemium or self-serve products, including deep knowledge of activation funnels, time-to-value, and an understanding that sign-ups do not equal success.
- Data-Driven Mindset: A commitment to testing before assuming; experience running pricing experiments and pulling cohort data. Trust numbers over opinions.
- Product Shaping: Demonstrated ability to influence product roadmaps by understanding market needs.
- Action-Oriented: Willingness to do the foundational work (first drafts, data pulling, building the playbook while running it). This is a building role.
- Speed & Autonomy: Excels in a small team with high autonomy and open space to define strategy and execution.
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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.
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
- 7+ years in B2B product marketing
- Experience in a SaaS company or marketplace
- Fluent English communication skills
- Deep understanding of subscription business models
- Proven experience with product-led growth
- Ability to influence product roadmaps
- Willingness to perform foundational work
- Experience running pricing experiments
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 — Company materials describe comprehensive healthcare and mental wellness programs for employees and their families, positioning well‑being as a core pillar of the package.
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Leave & Time Off Breadth — Generous paid time off, parental leave, and company Wellness Days are highlighted, with remote‑work flexibility available for many roles.
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Parental & Family Support — Family‑focused offerings include parental leave, fertility benefits, family medical leave, and on‑site mother’s rooms to support caregivers.
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
Remote Workspace
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
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