The Role
Lead product marketing strategy at Coupa, focusing on growth and customer engagement while collaborating across teams to drive effective GTM initiatives.
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 VP, Product Marketing at Coupa:
We are looking for a talented Product Marketing Leader with strong storytelling, go-to-market, and leadership skills. You will have the ability to work closely with Product, Demand Gen, and Sales team to build an integrated marketing strategy that will build personalized, guided customer experiences. In this role, you will be responsible for driving customer and revenue growth by strengthening our leadership position in the market with a differentiated go-to-market strategy, driving better engagement with prospects, users, and buyers, and garnering market insights to inform product strategy and sales execution.
Key performance indicators will include improving growth metrics (product line ARR), product activation and adoption (NRR), competitive win rates, leadership positions in Analyst Reports and positive Analyst Relationships and sales expansion plays. This role requires building strong cross-functional partnerships with teams including product, sales, solutions engineering, community, and the rest of marketing to create long-term value for our customers and business.
This role also requires a proven ability to execute strategically with a focus on measurable outcomes, building and developing a high-performing team in a fast-growing SaaS company, and experience in driving business transformation. You’ll spend time with customers learning about their needs and challenges. As a critical thinker and catalyst for change, this person will lead a team that develops and drives key initiatives and cross-functional programs required to increase revenue. The role is remote based.
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.
- 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 in B2B SaaS companies ideally in AIStrong 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 executionOutstanding communication skills, both oral and writtenBring passion, energy, adaptability, and relentless determination.
The estimated pay range for this role is $208,000 - $270,000
The starting salary for the successful candidate will be based on permissible, non-discriminatory factors such as skills, experience, and geographic location.
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.
Top Skills
Analytical Skills
B2B Saas
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
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:
None
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Hyderabad office
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