Director, Customer Marketing

Coupa makes companies operate smarter and grow faster. Our leading AI-driven platform connects and optimizes sourcing, purchasing, supply chains, and financial management. More than 3,000 global organizations large and small trust Coupa to transform operating margins, increase efficiencies and growth, optimize cash, and reduce risk.
The role of Director, Customer Marketing is an instrumental and critical role that drives overall customer marketing strategy from onboarding and retention to advocacy and expansion. This team lead develops, nurtures and activates customer relationships that promote brand engagement and advocacy globally.
As the Director of Customer Marketing, you’ll lead a globally distributed team of customer marketers, developing strategy, optimizing processes, and ensuring delivery of a robust customer marketing program. You will be our customers’ chief storyteller, working cross-functionally to showcase best customer stories across our global customer base through a variety of deliverables including: press, media and social features, written success stories, videos, sales references, analyst reviews, and speaking opportunities.
You will collaborate with other leaders on the Customer Experience Marketing team to implement and lead programs at critical points along the customer journey through multiple mechanisms, including our online community, user groups, customer advocacy, and executive engagement. This role will lead development of customer stories, customer campaigns, and references along the customer journey all with a data-first mindset and approach. Our ideal candidate understands the power of customer relationships to drive loyalty, community, and inspiration, and has deep experience with executive engagement programs and team leadership.

What you will do:

• Manage a team of globally distributed customer marketing managers, supporting them in professional development, strategy, and operational excellence.
• Collaborate cross-functionally to ensure alignment between marketing strategies, sales requirements, product vision and overall business objectives with goal of surrounding the customer with love through an ABM approach; develop and deliver comprehensive campaigns centered on customer success stories
• Partner with the Customer Experience Programs manager to develop our customer advocacy and CAB strategy with a focus on automation to recruit, onboard, grow and promote our customer advocate program; establish and lead additional executive engagement programs
• Develop success measurement criteria and reports and dashboards to measure, optimize and proactively report out on the end-to-end process of customer marketing, delivering against key program KPIs, and analyze program performance to enhance adoption and success and communicate the success across all stakeholders
• Produce a dynamic library of customer stories in various formats, from case studies and blogs to videos and sales enablement tools, continuously promoting the success we achieve for our customers
• In partnership with Integrated, Digital, and Content marketing, plan and execute customer campaigns and other strategic marketing
• Manage day-to-day operations

What you will bring to Coupa:

• 5+ years of direct Customer Marketing experience
• Demonstrated success in implementing executive engagement programs
• 2+ years experience in management, experience managing globally distributed teams preferred
• Highly cross-functional, collaborative, proactive and communicative
• Ability to collaborate with Customer Success and Marketing teams to bring new programs to life, drive expansion, and learn from customers
• Excellent written and verbal communication required; confident in communicating with C-level executives, able to crisply articulate a vision that resonates with internal stakeholders and inspires customers
• Industry-specific marketing expertise conversant in current customer marketing techniques and tools
• Technology marketing and/or sales background, specifically in SaaS
• Procurement, Finance, Supply Chain experience and topical expertise preferred
• Effective and personable, demonstrating passion, objectivity, and poise under pressure
• Willingness to travel both domestically and internationally

Education and Experience:

• Bachelor’s degree in marketing or related field required
• 5+ years corporate experience
• Proven experience working within cross-functional teams and external agencies
• Demonstrated analytical approach, understanding of core marketing and pipeline metrics

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At Coupa, we’re building a great company that is laser-focused on three core values: ensuring customer success with an obsessive and unwavering commitment to making customers successful,