Head of Growth, Marketing- 11921

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:

Full-Funnel Strategy & Experimentation :

• 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.

Team Leadership, Guidance & Capability Building :

• 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.

Analytics, Attribution & Infrastructure :

• 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.

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.