Demand Generation Director - 11940

OpenKrill; United States; Remote; USD 120,000 - 180,000; Full time

Job summary

Coupa Software in the United States seeks a Demand Generation Director to own the integrated demand strategy across the Americas. You will coordinate with Sales, Marketing, Alliances, and Revenue Operations to shape planning and execution.

You will design targeted sales plays, manage cadence, track pipeline health, and drive higher lead-to-deal conversion. This role blends strategic leadership with hands-on execution in a fast-paced, global company committed to measurable impact.

Qualifications

• Bachelor's degree in an analytical discipline or equivalent experience.
• 10+ years in B2B demand generation or related GTM roles.
• Strong analytical and strategic planning skills.

Responsibilities

• Lead regional demand strategy, planning, and integrated demand plan for Americas.
• Design sales plays and outreach cadences aligned to priorities.
• Ensure pipeline health and lead-to-opportunity conversion improvements.
• Coordinate cross-functional demand governance with Sales, Marketing, Alliances, RevOps.
• Provide leadership insight on planning, forecasting, and results.

Skills

Analytical mindset

Cross-functional leadership

Go-to-market strategy

Forecasting

Education

Bachelor's degree in analytical discipline

Tools

CRM systems

Sales engagement platforms

Cadence management tools

ABM platforms

Job description

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.

The Impact of a Demand Generation Director at Coupa:

The Demand Generation Director is accountable for the integrated demand strategy and its execution across the Americas. The position owns the regional demand process end to end, including demand planning, sales play and outreach cadence design, pipeline health, and lead-to-deal conversion, and sets the foundation for how demand is generated and progressed in the Americas.

The position is the primary point of coordination between Sales, Marketing, Alliances, Advisory Services and Revenue Operations for demand matters in the Americas. It chairs the regional Demand Board, holds the integrated demand plan, and is accountable for the pipeline health and conversion outcomes that result. This is an individual contributor position that operates through influence across the demand ecosystem rather than through direct authority.

What You'll Do:

Demand strategy and planning

• Leads the regional demand process, including planning, coordination and analysis, and is accountable for the integrated demand plan for the Americas.
• Develops integrated demand strategies that align marketing, sales and partner activity to regional pipeline and revenue objectives.
• Sets the demand planning calendar and the inputs required from each contributing function, and holds those functions to the agreed plan.
• Determines where demand investment is directed by segment, solution and route to market, and recommends reallocation where performance requires it.

Demand execution and sales plays

• Designs tactical sales plays and outreach cadences tailored to specific target audiences and aligned to business priorities, in partnership with Sales, Marketing and Sales Enablement.
• Accountable for the execution of the demand plan in the Americas, including sequencing, coverage of priority accounts and segments, and completion against the agreed calendar.
• Partners with the Revenue Systems directors on the platforms and configuration that support demand motions, including prospecting and contact data, sales engagement and cadence management, and submits requirements through the established intake process.
• Accountable for adoption and performance of the sales plays and cadences released into the region, and for revision or retirement of those that do not perform.

Pipeline health and conversion

• Accountable for a healthy and predictable pipeline of qualified opportunities for the regional sales organization, measured against defined coverage and quality standards.
• Uses data and analytics to track the performance of demand generation initiatives, and identifies the drivers of variance between plan and actual.
• Accountable for lead-to-deal conversion improvement in the Americas, including diagnosis of conversion loss by stage, source and segment, and the remediation plan.
• Tracks performance and progress of demand activity against pipeline health metrics, and reports status on a defined cadence.

Cross-functional coordination and governance

• Collaborates with Sales, Marketing, Alliances, Advisory Services and other functions to develop a coordinated and integrated demand plan that meets business goals.
• Hosts the regional Demand Board and associated planning activities to track progress and align the demand ecosystem on priorities, commitments and outcomes.
• Escalates to the Leader, Demand Orchestration where cross-functional commitments, resourcing or prioritization cannot be resolved in the Americas.
• Fosters a culture of collaboration, continuous improvement and excellence across the demand ecosystem, and drives improvement of the processes and tools the ecosystem depends upon.

Market insight and solution knowledge

• Monitors and analyzes market trends, customer behaviors and the competitive landscape, and applies that analysis to demand planning and play design.
• Maintains a working understanding of areas of strength and weakness across the relevant solution portfolio, and reflects that understanding in targeting and messaging priorities.
• Partners with Product Marketing and Competitive Intelligence to keep demand activity current with positioning and competitive changes.

Insight to leadership

• Provides proactive insight to leadership on demand planning, forecasting and execution, including risks to pipeline coverage and the actions required.
• Represents the regional demand position in planning and review cycles, including quarterly business reviews and annual planning.
• Translates demand performance into the commercial implications leadership requires for decision-making.

Performance Measures

• Pipeline coverage and quality against regional targets, by segment and solution.
• Lead-to-opportunity and opportunity-to-close conversion rates against baselines.
• Contribution of demand activity to qualified pipeline and closed revenue in the Americas.
• Delivery of the demand plan against committed scope and calendar.
• Adoption and performance of released sales plays and outreach cadences.
• Demand Board and planning cadence operating as designed, with documented commitments and follow-through.
• Accuracy and timeliness of demand reporting and insight to leadership.

What You Will Bring to Coupa:

• Bachelor's degree in an analytical discipline such as Finance, Business, Computer Science or Engineering, or equivalent practical experience.
• Ten or more years of experience in business-to-business demand generation, demand management or a closely related go-to-market function.
• Demonstrated track record of developing and implementing successful demand management strategies at scale.
• Strong analytical capability, including the ability to interpret complex data sets and make data-driven decisions.
• Demonstrated experience designing sales plays and outreach cadences, and measuring their performance.
• Demonstrated ability to collaborate effectively with cross-functional teams and to build durable internal relationships, including with senior stakeholders, without direct authority.
• Strong financial and business acumen, and demonstrated problem-solving capability, including the ability to translate process into value-adding business activity.
• Demonstrated ability to manage multiple priorities and operate effectively in a fast-paced, changing environment.
• Demonstrated leadership capability, including the ability to set direction, and to inspire and motivate teams the position does not manage.
• Demonstrated commitment to challenging, improving and innovating at both a personal and an organizational level.

Preferred Qualifications:

• Experience in large technology companies, in a multi-segment, multi-region organization with an established partner channel.
• Working knowledge of the platforms that support demand motions, including CRM, sales engagement and cadence management, prospecting and contact data, and intent or account-based marketing platforms.
• Experience integratin