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.
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.
What you need to know about the Colorado Tech Scene
With a business-friendly climate and research universities like CU Boulder and Colorado State, Colorado has made a name for itself as a startup ecosystem. The state boasts a skilled workforce and high quality of life thanks to its affordable housing, vibrant cultural scene and unparalleled opportunities for outdoor recreation. Colorado is also home to the National Renewable Energy Laboratory, helping cement its status as a hub for renewable energy innovation.
Key Facts About Colorado Tech
- Number of Tech Workers: 260,000; 8.5% of overall workforce (2024 CompTIA survey)
- Major Tech Employers: Lockheed Martin, Century Link, Comcast, BAE Systems, Level 3
- Key Industries: Software, artificial intelligence, aerospace, e-commerce, fintech, healthtech
- Funding Landscape: $4.9 billion in VC funding in 2024 (Pitchbook)
- Notable Investors: Access Venture Partners, Ridgeline Ventures, Techstars, Blackhorn Ventures
- Research Centers and Universities: Colorado School of Mines, University of Colorado Boulder, University of Denver, Colorado State University, Mesa Laboratory, Space Science Institute, National Center for Atmospheric Research, National Renewable Energy Laboratory, Gottlieb Institute
