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Coupa is seeking a Head of Growth Marketing to lead the company's full-funnel growth strategy and marketing team. The role combines strategic leadership with hands-on execution across product-led growth (PLG), marketing-led growth (MLG), and sales-led growth (SLG) motions.
Key Responsibilities:
Full-Funnel Strategy & Experimentation: Build and execute a systematic framework to identify, test, and unblock high-leverage friction points across the entire customer journey. Run continuous A/B testing across pricing pages, trial onboarding sequences, self-serve flows, and multi-channel touchpoints to shorten time-to-value and maximize conversion.
Product-Led Sales and Marketing Orchestration: Bridge PLG, MLG, and SLG by introducing behavior-triggered nurture programs, in-app nudges, dynamic CTAs, and automated lifecycle communications. Partner closely with Sales and Product teams to stand up inside-sales and SDR playbooks for assisted trial onboarding, ensuring leads are qualified and routed effectively.
Team Leadership & Capability Building: Lead, mentor, and grow a team of marketers, providing strategic direction, execution frameworks, and clear accountability. Shift the team from tactics toward structured, data-informed, cohort-targeted campaigns. Establish operating rhythms, test-and-learn baselines, campaign planning models, and clear performance tracking.
Analytics, Attribution & Infrastructure: Establish clear attribution models to measure CAC, customer lifetime value, trial activation rates, and multi-touch pipeline conversion. Leverage and optimize marketing CRM (HubSpot) and in-product analytics to build automated journeys based on user behavior and ICP criteria.
About Coupa: Coupa makes margins multiply through its community-generated AI and industry-leading total spend management platform. Coupa AI is informed by trillions of dollars of direct and indirect spend data across a global network of 10M+ buyers and suppliers, empowering businesses to predict, prescribe, and automate smarter, more profitable business decisions.
Requirements:
- 10+ years of progressive leadership in Growth Marketing, Demand Generation, or Product Growth within B2B SaaS
- Proven track record taking a business from legacy/baseline marketing motions to a modern, data-driven growth engine
- Strong empathetic leadership with proven ability to guide, coach, and level-up execution-focused marketers
- Experience balancing Product-Led Growth mechanics (free trials, self-serve, in-product nudges) with sales-assisted touchpoints
- Deep knowledge of CRM/Automation tools (HubSpot, Salesforce), product analytics tools (Pendo, etc.), and attribution models
- Comfortable using hypothesis-driven frameworks to test rapidly, fail fast, and scale winning strategies
