[Hiring] Demand Generation Director @Coupa Software

Role Description

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
• Lead-to-deal conversion

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.
  • Develops integrated demand strategies that align marketing, sales, and partner activity to regional pipeline and revenue objectives.
  • Sets the demand planning calendar and holds functions to the agreed plan.
  • Determines where demand investment is directed by segment, solution, and route to market.
• Demand execution and sales plays:
  • Designs tactical sales plays and outreach cadences tailored to specific target audiences.
  • Accountable for the execution of the demand plan in the Americas.
  • Partners with Revenue Systems directors on platforms that support demand motions.
  • Accountable for adoption and performance of the sales plays and cadences.
• Pipeline health and conversion:
  • Accountable for a healthy and predictable pipeline of qualified opportunities.
  • Uses data and analytics to track performance of demand generation initiatives.
  • Accountable for lead-to-deal conversion improvement in the Americas.
  • Tracks performance and progress of demand activity against pipeline health metrics.
• Cross-functional coordination and governance:
  • Collaborates with Sales, Marketing, Alliances, Advisory Services, and other functions.
  • Hosts the regional Demand Board and associated planning activities.
  • Escalates to the Leader, Demand Orchestration where commitments cannot be resolved.
  • Fosters a culture of collaboration and continuous improvement.
• Market insight and solution knowledge:
  • Monitors and analyzes market trends, customer behaviors, and the competitive landscape.
  • Maintains a working understanding of areas of strength and weakness across the relevant solution portfolio.
  • Partners with Product Marketing and Competitive Intelligence.
• Insight to leadership:
  • Provides proactive insight to leadership on demand planning and execution.
  • Represents the regional demand position in planning and review cycles.
  • Translates demand performance into commercial implications for decision-making.

Performance Measures

• Pipeline coverage and quality against regional targets.
• Lead-to-opportunity and opportunity-to-close conversion rates.
• Contribution of demand activity to qualified pipeline and closed revenue.
• 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.
• Accuracy and timeliness of demand reporting and insight to leadership.

Qualifications

• Bachelor's degree in an analytical discipline such as Finance, Business, Computer Science, or Engineering.
• Ten or more years of experience in business-to-business demand generation or a closely related function.
• Demonstrated track record of developing and implementing successful demand management strategies.
• Strong analytical capability, including the ability to interpret complex data sets.
• Experience designing sales plays and outreach cadences.
• Ability to collaborate effectively with cross-functional teams.
• Strong financial and business acumen.
• Ability to manage multiple priorities in a fast-paced environment.
• Demonstrated leadership capability.
• Commitment to challenging, improving, and innovating.

Preferred Qualifications

• Experience in large technology companies with an established partner channel.
• Working knowledge of platforms that support demand motions.
• Experience integrating partner and advisory motions into demand planning.
• Prior experience in a quota-carrying, sales management, or field-facing role.

Benefits

• Global Wellness Days: Two designated paid wellness days off each year.
• Birthday Time-Off: Paid day off on your birthday or another day of your choice.
• Volunteer Time Off (VTO): 40 hours of paid VTO annually.
• Employee Assistance Program (EAP): Free, confidential counseling and resources.
• Business Travel Protection: Medical, safety, and emergency support during business travel.
• Referral Bonus Program: Monetary referral bonuses for successful hires.