Lead Coupa’s growth marketing strategy across the full customer funnel, integrating product-led, marketing-led, and sales-led growth. Optimize conversion through experimentation, lifecycle campaigns, in-app engagement, and assisted trial programs. Manage and develop marketing staff, establish operating rhythms, and build analytics and attribution systems measuring CAC, LTV, activation, and pipeline conversion. Use CRM, product analytics, and automation tools to create behavior-driven customer journeys and scale data-informed campaigns.