Head of Growth, Marketing

Coupa provides a community-generated AI and total spend management platform that helps businesses improve operating margins. The Head of Growth, Marketing will lead the end-to-end growth strategy, manage a team of marketers, and build a systematic, analytics-backed growth engine through funnel experimentation, lifecycle orchestration, conversion optimization, and attribution.

Responsibilities:

• 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
• 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
• 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

Requirements:

• 10+ years of progressive leadership in Growth Marketing, Demand Generation, or Product Growth within B2B SaaS
• Demonstrated success taking a business from legacy/baseline marketing motions to a modern, data-driven growth engine
• Strong empathetic leadership with a 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 win-state strategies