The Impact of a Product Marketing Manager at Coupa:
What You'll Do:
Positioning & Messaging: Write the core story of the Supplier Network and paid products. Develop segment-specific value propositions for different supplier profiles and ensure they are clearly communicated across all channels (website, sales decks and materials, onboarding emails, etc.). This should be grounded in the actual scope.
Growth, End-to-End: Partner with Product and Growth teams to drive supplier sign-ups, activation, and upgrades. This includes content strategy, in-product copy, launch plans, and sales enablement. Work with the Growth PM team on experiment-driven launches with a focus on measurable results, which ties to the growth operating model and experimentation.
Pricing & Packaging: Lead the strategy for product pricing and bundling. Conduct willingness-to-pay interviews, conjoint studies, and pricing experiments to develop data-defensible recommendations.
Experimentation: Systematically test landing pages, onboarding flows, email sequences, and packaging options to optimize performance in partnership with the Growth team's experimentation framework. This experimentation is more aligned with common language.
Competitive Intelligence: Maintain a sharp, up-to-date view of competitors and market trends, feeding insights back into product and pricing decisions to influence outcomes.
Supplier Segmentation: Partner with Product, Growth, and Data Science to build and maintain a robust segmentation framework backed by data and research. Develop tailored positioning, messaging, and GTM playbooks for each segment.
What You Will Bring to Coupa:
Experience: 7+ years in B2B product marketing, ideally within a SaaS company, marketplace, or where the product is the primary growth engine.
Communication: Fluent English, capable of writing compelling copy, presenting to executives, and clearly articulating positioning.
Subscription & SaaS Business Models: Deep understanding of subscription business models and unit economics, including pricing tiers, packaging, free-to-paid conversion, and upgrade/expansion motions.
Product-Led Growth (PLG): Proven experience with freemium or self-serve products, including deep knowledge of activation funnels, time-to-value, and an understanding that sign-ups do not equal success.
Data-Driven Mindset: A commitment to testing before assuming; experience running pricing experiments and pulling cohort data. Trust numbers over opinions.
Product Shaping: Demonstrated ability to influence product roadmaps by understanding market needs.
Action-Oriented: Willingness to do the foundational work (first drafts, data pulling, building the playbook while running it). This is a building role.
Speed & Autonomy: Excels in a small team with high autonomy and open space to define strategy and execution.
