Coupa
Director, Demand Generation - 11554
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Director, Demand Generation - 11554
Multi-Channel Demand Generation Manager Coupa
About the Role
Coupa harnesses AI and industry-leading total spend management platforms to drive operational efficiencies. As our Multi-Channel Demand Generation Manager, you’ll lead growth initiatives across digital channels, expanding the top-of-the-funnel pipeline with a global, data-driven approach—precisely aligning B2B SaaS/Fintech expertise with our SaaS and AI-driven solutions.
You’ll partner with sales, marketing, and regional teams in EMEA & APAC, collaborating with Corporate Marketing to ensure campaigns resonate locally while championing account-based marketing (ABM) to accelerate revenue. Success depends on integrating creativity with rigorous analytics to grow revenue influence, not just engagement metrics—all while balancing data intelligence with a value-driven mindset.
Your Impact: Key Responsibilities
Multi-Channel Growth Strategy
- Own top-of-funnel demand generation improving pipeline velocity by:
- Crafting a cohesive digital roadmap spanning website, SEO/SEM, active engagement platforms (AEO), paid social, content syndication, and AI enriched campaigns.
- Aligning marketing messages with sales or product-led growth tailored to B2B buyers.
Precision Account-Based Marketing (ABM)
- Collaborate with Integrated Campaigns & Sales teams to deploy hyper-targeted "always-on" and custom-focused digital efforts for our top-tier accounts.
- Leverage intent data platforms (e.g., 6sense, Demandbase, UserGems, Clay) to inform precise, multi-channel plays.
- Syndicate behalf-created content across qualifying customers in SaaS industry niches.
Global & Regional Coordination
- Partner with Global Corporate Marketing to adapt brand-level initiatives for region-specific interpretation and efficacy across:
- EMEA, APAC, and INTL markets.
- Align with Sales Campaigns function to drive synergy between Digital Demand and sales motions.
- Work across borders to ensure cultural and commercial local relevance without sacrificing global brand consistency.
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Regional Field Communication Leadership
- Own the Digital Demand engine in the up-and-down regions, granting strategizing credibility with field leaders.
- Collaborate closely on strategic approach, channel selections, reporting, and optimization.
- Maintain transparency around progress and results, focused on ROI-driven documentation.
Funnel Optimization & Conversion
- Implement lead nurturing programs to refine prospect progression from awareness through consideration to purchase.
- Seamlessly connect digital moments with sales coordinating handoffs (e.g., from lead qualification to sales rep engagement).
Performance-Driven Analytics & Reporting
- Establish a test-measure-learn process with on pointing automation tools.
- Direct tracking of key performance indicators (KPIs) across paid media, organic channels, and conversion touchpoints.
- Provide clear, actionable insights to stakeholders, breaking down datasets for decision-makers.
Operational Excellence
- Govern all regional budget activities via a "value creation" mindset, ensuring operational costs are balanced by growth returns.
- Maintain high-efficiency resource application across business units, aiming for cross-divisional optimization.
What You’ll Bring
To thrive in this role, you’ll need a mix of expertise and strategic thinking:
- Growth Mindset: Generate metrics-driven answers with a pipeline-first logic; prioritize revenue-influenced activities, not generic metrics like impressions or clicks.
- Proven Experience: 15+ years mastering managerial-level demand gen in B2B SaaS or Fintech contexts—ideally with complex product ecosystems.
- Strategic Agility: Ability to pivot between big-picture (e.g., 12-month plans) and tactical execution (e.g., optimizing a $60,000/month paid media spend).
- ABM & AI Expertise: Deep hands-on experience crafting targeted campaigns using intent signals (G2 Signal, SupportSoft, etc.).
- Complex Negotiation Skills: Leverage stakeholder influence across time zones, cultural boundaries, and loosely defined decision silos.
- Tool Fluency:
- CRM: Salesforce (advanced adoption)
- Marketing Automation: Marketo/Hubble (or similar platforms)
- Modern Advertising Tech Stack: namens, Snap Advertising API (or equivalent for 1st and 3rd-party signals)
- BI & Clustering Tools: Tableau, Data Studio (or logic rolled into own favoured tools)
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The Coupa Difference
Why join a team that thinks innovation and margin expansion:
- Pioneering A.I.-enhanced spend management strategizing.
- Global reach harnessed for credible account-winning campaigns.
- Collaborative agility where resources and opportunities are matched with experimentation. Coupa’s #1 differentiated value trait: not just spending intelligently, but redeploying spend data and automation better than any other software in the market.
A place where "always-on" meets visionary execution—read more about our culture and teams here.
Equal Opportunity & Inclusiveness
Coupa endorses fair practices across hiring, pay, promotions, and performance management. In every opportunity we extend, whether through applications or processes, diverse talent is welcomed and encouraged to succeed. From equal pay disclosure to bias-free AI screening, we keep the door wide open for all qualified candidates in our journey towards equitable growth.
By applying, your resume and application do not serve as a formal offer or legal contract—we reserve clarity on exact compensation ranges after offer discussions. Have a query on expectations? Reach out directly—we’d love to spare you the confusion early.
No third-party recruiters or agencies will process via this application, please. NPC applicants are declined.
Information deeming candidate containments are generated through our AI tools, assisting on uniform analysis moving forward, while leaving the final call to human-first review. For details and privacy, consult our terms there.
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