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Coupa Software is seeking a Demand Generation Director to lead integrated demand strategy and execution across the Americas region. This is a strategic individual contributor role that operates through influence and cross-functional collaboration rather than direct management authority.
In this position, you will own the regional demand process end-to-end, including demand planning, sales play and outreach cadence design, pipeline health management, and lead-to-deal conversion optimization. You will serve as the primary point of coordination between Sales, Marketing, Alliances, Advisory Services, and Revenue Operations for all demand matters in the Americas, chairing the regional Demand Board and holding accountability for the integrated demand plan.
Key responsibilities include:
**Demand Strategy & Planning:** Lead the regional demand process including planning, coordination and analysis. Develop integrated demand strategies that align marketing, sales and partner activity to regional pipeline and revenue objectives. Set the demand planning calendar and hold contributing functions accountable to agreed plans. Determine demand investment allocation by segment, solution and route to market, recommending reallocation based on performance.
**Demand Execution & Sales Plays:** Design tactical sales plays and outreach cadences tailored to specific target audiences in partnership with Sales, Marketing and Sales Enablement. Execute the demand plan in the Americas, ensuring proper sequencing and coverage of priority accounts and segments. Partner with Revenue Systems on platforms and configuration supporting demand motions. Drive adoption and performance of released sales plays, retiring underperformers.
**Pipeline Health & Conversion:** Maintain a healthy, predictable pipeline of qualified opportunities meeting defined coverage and quality standards. Use data and analytics to track demand generation performance and identify variance drivers. Diagnose and remediate lead-to-deal conversion loss by stage, source and segment. Report performance against pipeline health metrics on a defined cadence.
**Cross-Functional Coordination:** Collaborate with Sales, Marketing, Alliances and other functions to develop coordinated demand plans meeting business goals. Host the regional Demand Board and planning activities. Escalate unresolved cross-functional issues to the Leader, Demand Orchestration. Foster a culture of collaboration, continuous improvement and excellence.
**Market Insight & Leadership Reporting:** Monitor market trends, customer behaviors and competitive landscape, applying insights to demand planning and play design. Maintain working knowledge of solution portfolio strengths and weaknesses. Partner with Product Marketing and Competitive Intelligence on positioning updates. Provide proactive insight to leadership on demand planning, forecasting and execution risks, representing the regional demand position in quarterly business reviews and annual planning.
Performance will be measured on pipeline coverage and quality by segment and solution, lead-to-opportunity and opportunity-to-close conversion rates, contribution of demand activity to qualified pipeline and closed revenue, delivery of the demand plan against scope and calendar, adoption and performance of sales plays and cadences, Demand Board effectiveness, and accuracy and timeliness of reporting.
**Requirements:**
- Bachelor's degree in an analytical discipline (Finance, Business, Computer Science, Engineering) or equivalent practical experience
- 10+ years of experience in B2B demand generation, demand management or closely related go-to-market function
- Demonstrated track record of developing and implementing successful demand management strategies at scale
- Strong analytical capability with ability to interpret complex data sets and make data-driven decisions
- Demonstrated experience designing sales plays and outreach cadences and measuring their performance
- Ability to collaborate effectively with cross-functional teams and build durable internal relationships without direct authority
- Strong financial and business acumen with demonstrated problem-solving capability
- Ability to manage multiple priorities in a fast-paced, changing environment
- Demonstrated leadership capability including ability to set direction and inspire teams you do not manage
- Commitment to challenging, improving and innovating at personal and organizational levels
**Preferred Qualifications:**
- Experience in large technology companies with multi-segment, multi-region organizations with established partner channels
- Working knowledge of CRM, sales engagement, cadence management, prospecting, contact data, and intent/account-based marketing platforms
- Experience integrating partner and advisory motions into demand planning and execution
- Prior experience in quota-carrying, sales management or field-facing roles
