Product Marketing Manager - Legal Intake & Orchestration - 11926

Coupa Software • Hartford, CT

1d

About The Position

Coupa is hiring a Product Marketing Manager to drive positioning, go-to-market strategy, and market adoption for its Legal Intake & Orchestration offering, powered by Tonkean. The role works across Product, Sales, Marketing, customers, analysts, and partners, translating legal department challenges and complex product capabilities into differentiated product stories and go-to-market programs. The marketer will develop messaging and positioning, create sales and marketing materials, demonstrate the product, brief industry analysts, host webinars, and support partner initiatives. The position has significant ownership and visibility across Coupa and the broader legal technology ecosystem.

The role requires a strong understanding of legal technology and legal operations, as well as hands-on product marketing skills. It involves building persona-specific narratives, developing repeatable demonstrations and enablement, gathering customer and competitive intelligence, and conveying market feedback to Product and go-to-market teams.

Requirements

• 4–7 years of B2B product marketing or closely related experience.
• Direct experience working in legal technology.
• Understanding of the legal technology ecosystem, legal operations teams, and technology challenges in corporate legal departments.
• Strong product marketing skills, including positioning, messaging, persona development, competitive intelligence, product launches, and sales enablement.
• Ability to personally create polished, high-quality product marketing and sales materials.
• Experience working with industry analysts, including supporting or participating in briefings and inquiries.
• Experience working with technology, consulting, implementation, or channel partners.
• Strong presentation and storytelling skills and confidence presenting to customers, prospects, partners, analysts, and internal executives.
• Experience creating and delivering software demonstrations, or technical aptitude and curiosity to become proficient quickly.
• Experience planning and hosting webinars, virtual events, product sessions, or similar external programs.
• Ability to understand sophisticated technology and communicate its business value clearly.
• Strong writing skills and exceptional attention to detail.
• Ability to work cross-functionally with Product, Sales, Solutions, Customer Success, Marketing, and Partnerships.
• Self-directed and execution-oriented, with the ability to turn ideas into assets.

Nice To Haves

• Experience in enterprise SaaS.

Responsibilities

• Own and evolve positioning, messaging, and value propositions for Coupa's Legal Intake & Orchestration offering.
• Translate product capabilities—including AI, agentic orchestration, workflow automation, integrations, intake, and legal operations use cases—into clear customer value.
• Develop persona-specific messaging for legal operations, General Counsel, legal technology leaders, procurement, IT, and other stakeholders.
• Maintain knowledge of the legal technology landscape, customer challenges, emerging trends, and competitive alternatives.
• Partner with Product Management to understand the roadmap and turn new capabilities into market narratives and launches.
• Create product marketing and sales enablement materials, including presentations, sales decks, one-pagers, solution briefs, battlecards, customer presentations, website and campaign content, product launch materials, and use-case and industry content.
• Equip Sales, Customer Success, Solutions Consulting, and partner teams with messaging, tools, and training.
• Develop repeatable storytelling around legal intake, matter management, contract processes, self-service, legal service delivery, AI agents, and workflow orchestration.
• Develop and deliver product demonstrations, and collaborate with Product and Solutions teams on repeatable demo environments, scripts, and narratives.
• Plan and host webinars, virtual events, product launches, customer discussions, and educational sessions.
• Support relationships with industry analysts and influencers, prepare briefing materials, participate in briefings and inquiries, and help communicate Coupa's differentiation and market strategy.
• Support submissions for analyst reports, market assessments, awards, and industry recognition.
• Track market trends and analyst perspectives and share actionable insights with Product, Marketing, and Sales.
• Support go-to-market activities with consulting, technology, implementation, and ecosystem partners; develop joint messaging, presentations, webinars, and enablement assets.
• Help partners understand how the offering fits within the legal technology ecosystem and complements CLMs, eBilling platforms, matter management systems, and enterprise applications.
• Participate in selected partner meetings, industry events, and joint go-to-market initiatives.
• Engage with customers, prospects, Sales, and Customer Success to understand legal operations priorities, technology environments, buying processes, and emerging use cases.
• Gather competitive intelligence, maintain competitive positioning, identify customer stories and proof points, and bring market feedback into Product and go-to-market planning.

Benefits

• Two company-wide paid wellness days each year.
• A paid day off on the employee's birthday or another day of their choice within their birthday month.
• 40 hours of paid volunteer time off annually.
• Free, confidential, 24/7/365 Employee Assistance Program with counseling and work-life, financial, legal, and new-parent resources.
• Business travel assistance, including medical, safety, pre-trip planning, and emergency support.
• Monetary referral bonuses for successful employee referrals.
• Location-specific benefits packages that may include medical and dental insurance, retirement or pension plans, and life or accident protection.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed