The Role
Lead APAC marketing to drive new business and expansion via GTM alignment, ABM, and multi-channel campaigns. Partner with sales, customer success and product to build pipeline, forecast and manage budgets, run events/webinars, and use MarTech and analytics to optimize regional programs across Australia, Japan and Southeast Asia.
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, Marketing, APAC at Coupa:
We are looking for a passionate and results-driven Director, Marketing, APAC to join our team. In this role, you will craft and execute innovative strategies to drive new business and cross-sell opportunities across a critical growth region for Coupa. Partnering closely with the sales team, you will lead a team, creating a comprehensive strategy from initial concept to full execution, with the ultimate goal of building, influencing, and accelerating sales pipeline. This role will require someone who excels in GTM alignment, campaign strategy and operational excellence, as you design, support implementation, and measure impactful marketing initiatives.
The role is highly collaborative and visible. You’ll be working with cross-functional and geographically dispersed teams, liaising with key stakeholders, and other marketing functions to orchestrate multi-channel programs.
This role is ideal for you if you thrive in a fast-paced, collaborative environment and you are highly practical. You are not afraid to take ownership and enjoy working closely with salespeople, partners and customers.
This role reports to the SVP, International Marketing, Coupa. We are open to candidates based across Singapore or Sydney.
What You’ll Do
- Revenue Growth Strategies: Collaborate with sales reps and leaders to develop strategies that support quarterly pipeline and revenue goals
- Cross-Functional Collaboration: Work closely with cross-functional teams to define programmatic strategies that engage existing customer accounts to improve account penetration, uncover high intent, and drive expansion opportunities
- Understand the local Go-to-Market motions, aligning a thoughtful plan to focus accounts and industries.
- Multi-Channel Campaigns: Design and implement a multi-channel strategy to engage and nurture key personas in partnership with Sales, Customer Success, Product, Field and Customer Marketing teams. Understand the marketing operations ecosystem to independently leverage tools available to execute these campaigns for best results
- Regional Support: Provide support to sales teams across Australia, Japan and South East Asia, addressing regional differences and adapting to market-specific needs in each country
- Data-Driven Optimization:Use data and industry best practices to measure and optimize customer growth initiatives. Use key performance indicators (KPIs) to track success, conduct in-depth analysis, and refine strategies to improve programs for target accounts
- Event Coordination: Alongside the team, plan and manage events, webinars, and networking opportunities to showcase the value of our solutions. Partner with the events and alliances team to ensure success in both customer and industry engagements
- This role will also involve advocating for sales needs, meeting weekly with the sales team to ensure alignment on marketing priorities, and supporting initiatives that put the customer at the center of our growth efforts
What You Will Bring to Coupa
- First and foremost, a can-do attitude
- 15+ years in Enterprise B2B marketing, demand generation, or digital marketing
- Data and metrics-focused, and experience with various MarTech solutions: Salesforce, Marketo, Demandbase / 6sense, Linkedin Campaign Manager, Outreach, Sendoso
- Prior experience developing and implementing 1:few or 1:many ABM programs
- Strategic, self-starter with strong cross-functional project management skills. Capable of navigating ambiguity in a fast-paced environment
- Comfortable forecasting, reporting and managing a budget
- Some travel expected
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
- 15+ years in Enterprise B2B marketing, demand generation, or digital marketing
- Experience with MarTech: Salesforce, Marketo, Demandbase / 6sense, LinkedIn Campaign Manager, Outreach, Sendoso
- Prior experience developing and implementing 1:few or 1:many ABM programs
- Strong cross-functional project management skills and ability to navigate ambiguity
- Comfortable forecasting, reporting and managing a budget
- Ability to design and execute multi-channel campaigns and leverage marketing operations tools
- Experience supporting regional sales teams across Australia, Japan and Southeast Asia
- Can-do attitude and leadership experience managing a team
- Some travel expected
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 — Health coverage is described as comprehensive, spanning medical, dental, vision, and mental‑health resources from day one. Plan breadth and wellness support are consistently emphasized.
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Leave & Time Off Breadth — Time off includes flexible or unlimited PTO, paid parental leave, floating holidays, and dedicated volunteer time. Remote‑friendly practices are noted to support taking time away.
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Parental & Family Support — Family‑building and caregiving supports include fertility benefits, generous parental leave, and resources for adoption and elder care. Return‑to‑work assistance and an onsite Mother’s Room are highlighted.
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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
Typical time on-site:
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Ann Arbor
Bangalore office
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Boston, MA
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Dubai, Dubai 48800
Hyderabad office
São Paulo, BR
Shivaji Nagar, IN
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Uppsala, SE
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