Responsibilities

• Full-Funnel Strategy & Experimentation
• 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

Requirements

• 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

Benefits

• 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.