Own positioning, messaging, go-to-market strategy, content, sales enablement, demos, webinars, analyst relations, partner programs, and market intelligence for Coupa’s Legal Intake & Orchestration offering. Translate AI, workflow automation, and legal technology capabilities into compelling customer value, support launches, enable sales and partners, present to customers and analysts, and bring market feedback into product and marketing strategy.
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 Product Marketing Manager - Legal Intake & Orchestration at Coupa:
Coupa is looking for a Product Marketing Manager to help drive the positioning, go-to-market strategy, and market adoption of our Legal Intake & Orchestration offering, powered by Tonkean.
This role sits at the intersection of product, sales, marketing, customers, analysts, and partners. You’ll become an expert in the challenges facing modern legal departments—from fragmented intake and manual workflows to AI adoption, contract processes, and cross-functional collaboration—and translate those challenges into compelling product stories and go-to-market programs.
We’re looking for someone who understands the legal technology landscape and is also a strong, hands-on product marketer. You should be equally comfortable developing messaging and positioning, building a sales deck, creating and delivering a product demo, briefing an industry analyst, or hosting a webinar for legal operations leaders.
This is a highly cross-functional role with significant ownership and visibility across Coupa and the broader legal technology ecosystem.
What You’ll Do
- Own and evolve positioning, messaging, and value propositions for Coupa's Legal Intake & Orchestration offering.
- Translate complex product capabilities—including AI, agentic orchestration, workflow automation, integrations, intake, and legal operations use cases—into clear, differentiated customer value.
- Develop persona-specific messaging for legal operations, General Counsel, legal technology leaders, procurement, IT, and other stakeholders.
- Maintain a strong understanding of the legal technology landscape, customer pain points, emerging trends, and competitive alternatives.
- Partner closely with Product Management to understand the roadmap and translate new capabilities into compelling market narratives and launches.
- Personally create high-quality product marketing and sales enablement materials, including:
- Product and solution presentations
- Sales decks and pitch materials
- One-pagers and solution briefs
- Battlecards and competitive materials
- Customer-facing presentations
- Website and campaign content
- Product launch materials
- Use-case and industry content
- Equip Sales, Customer Success, Solutions Consulting, and partner teams with the messaging, tools, and training they need to effectively position and sell the offering.
- Develop repeatable storytelling around key legal use cases such as legal intake, matter management, contract processes, self-service, legal service delivery, AI agents, and workflow orchestration.
- Develop compelling product demos that bring key Legal Intake & Orchestration use cases to life.
- Become comfortable demonstrating the product directly to internal and external audiences.
- Work with Product and Solutions teams to create repeatable demo environments, scripts, and narratives.
- Plan and host webinars, virtual events, product launches, customer discussions, and educational sessions.
- Serve as a credible product and market voice with legal operations and legal technology audiences.
- Support and participate in relationships with industry analysts and influencers covering legal technology, enterprise workflow automation, AI, and adjacent markets.
- Develop analyst briefing materials, presentations, product narratives, and supporting content.
- Participate in analyst briefings and inquiries and help communicate Coupa's differentiation and market strategy.
- Support submissions for relevant analyst reports, market assessments, awards, and industry recognition.
- Track market trends and analyst perspectives and translate them into actionable insights for Product, Marketing, and Sales.
- Support go-to-market activities with consulting, technology, implementation, and ecosystem partners.
- Develop joint messaging, presentations, webinars, enablement materials, and other partner-facing assets.
- Help partners understand where Legal Intake & Orchestration fits within the broader legal technology ecosystem and how it complements existing systems such as CLMs, eBilling platforms, matter management systems, and enterprise applications.
- Participate in selected partner meetings, industry events, and joint go-to-market initiatives.
- Develop a deep understanding of legal operations teams, their priorities, technology environments, and buying processes.
- Regularly engage with customers, prospects, Sales, and Customer Success to understand market needs and identify emerging use cases.
- Gather competitive intelligence and maintain clear competitive positioning.
- Identify customer stories, proof points, and use cases that can strengthen our market narrative.
- Bring market feedback back into Product and go-to-market planning.
Product Positioning & Messaging
Content & Sales Enablement
Product Demos & Webinars
Analyst & Market Relations
Partners & Ecosystem
Customer & Market Intelligence
What You Will Bring to Coupa
- 4–7 years of B2B product marketing or closely related experience, ideally in enterprise SaaS.
- Direct experience working in legal technology is required. You should understand the legal tech ecosystem, legal operations teams, and the problems technology is being used to solve within corporate legal departments.
- Strong product marketing fundamentals, including positioning, messaging, persona development, competitive intelligence, launches, and sales enablement.
- Demonstrated ability to personally create polished, high-quality product marketing and sales materials.
- Experience working with industry analysts, including supporting or participating in analyst briefings and inquiries.
- Experience working with technology, consulting, implementation, or channel partners.
- Strong presentation and storytelling skills, with the confidence to present to customers, prospects, partners, analysts, and internal executives.
- Experience creating and delivering software demos or the technical aptitude and curiosity to quickly become proficient in doing so.
- Experience planning and hosting webinars, virtual events, product sessions, or similar external programs.
- Ability to understand sophisticated technology and turn it into simple, compelling business value.
- Strong writing skills and exceptional attention to detail.
- Comfortable working cross-functionally with Product, Sales, Solutions, Customer Success, Marketing, and Partnerships.
- Self-directed and highly execution-oriented—you don't wait for someone else to turn an idea into an asset.
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
