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Coupa Software is seeking a Product Marketing Manager to drive positioning, go-to-market strategy, and market adoption of its Legal Intake & Orchestration offering, powered by Tonkean. This role sits at the intersection of product, sales, marketing, customers, analysts, and partners.
You will become an expert in the challenges facing modern legal departments—fragmented intake, manual workflows, AI adoption, contract processes, and cross-functional collaboration—and translate these into compelling product stories and go-to-market programs. You should be equally comfortable developing messaging and positioning, building sales decks, creating and delivering product demos, briefing industry analysts, and hosting webinars for legal operations leaders.
Key Responsibilities:
**Product Positioning & Messaging:** Own and evolve positioning, messaging, and value propositions for the Legal Intake & Orchestration offering. Translate complex product capabilities—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 strong understanding of the legal technology landscape, customer pain points, emerging trends, and competitive alternatives. Partner with Product Management to understand roadmap and translate new capabilities into compelling market narratives and launches.
**Content & Sales Enablement:** Personally create high-quality product marketing and sales enablement materials including product and solution presentations, sales decks, one-pagers, solution briefs, battlecards, competitive materials, customer-facing presentations, website and campaign content, product launch materials, and use-case and industry content. Equip Sales, Customer Success, Solutions Consulting, and partner teams with messaging, tools, and training. 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.
**Product Demos & Webinars:** 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.
**Analyst & Market Relations:** 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. 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.
**Partners & Ecosystem:** Support go-to-market activities with consulting, technology, implementation, and ecosystem partners. Develop joint messaging, presentations, webinars, enablement materials, and 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.
**Customer & Market Intelligence:** Develop 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 strengthen market narrative. Bring market feedback back into Product and go-to-market planning.
**Requirements:**
- 4–7 years of B2B product marketing or closely related experience, ideally in enterprise SaaS
- Direct experience working in legal technology is required; must 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 confidence to present to customers, prospects, partners, analysts, and internal executives
- Experience creating and delivering software demos or 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
