Product Marketing Manager - Legal Intake & Orchestration - 11926

Coupa Software, Inc. • Hartford, CT

12d • $104,000 - $145,333

About The Position

Coupa is seeking 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 the needs of modern legal departments and product capabilities into compelling stories and go-to-market programs. It requires knowledge of the legal technology landscape and hands-on product marketing skills, including messaging development, sales enablement, product demonstrations, analyst briefings, and webinars. The position has broad cross-functional ownership and visibility across Coupa and the legal technology ecosystem.

Requirements

• 4–7 years of B2B product marketing or closely related experience, ideally in enterprise SaaS.
• Direct experience working in legal technology is required, including understanding the legal tech ecosystem, legal operations teams, and technology challenges in corporate legal departments.
• Strong product marketing fundamentals, including positioning, messaging, persona development, competitive intelligence, launches, and sales enablement.
• Demonstrated ability to personally create polished, high-quality product marketing and sales materials.
• Experience working with industry analysts, including supporting or participating in analyst briefings and inquiries.
• Experience working with technology, consulting, implementation, or channel partners.
• Strong presentation and storytelling skills, with confidence presenting to customers, prospects, partners, analysts, and internal executives.
• Experience creating and delivering software demos, or the 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 turn it into simple, compelling business value.
• 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 highly execution-oriented, able to turn ideas into assets.

Responsibilities

• Own and evolve positioning, messaging, and value propositions for the Legal Intake & Orchestration offering.
• Translate product capabilities—including AI, agentic orchestration, workflow automation, integrations, intake, and legal operations use cases—into clear, differentiated customer value.
• Develop persona-specific messaging for legal operations, General Counsel, legal technology leaders, procurement, IT, and other stakeholders.
• Monitor the legal technology landscape, customer pain points, emerging trends, and competitive alternatives.
• Partner with Product Management to understand the roadmap and translate new capabilities into market narratives and launches.
• Create product marketing and sales enablement materials, including presentations, sales decks, one-pagers, solution briefs, battlecards, customer-facing content, website and campaign content, 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 for legal intake, matter management, contract processes, self-service, legal service delivery, AI agents, and workflow orchestration.
• Develop product demonstrations and work with Product and Solutions teams on repeatable demo environments, scripts, and narratives.
• Present product demonstrations to internal and external audiences.
• Plan and host webinars, virtual events, product launches, customer discussions, and educational sessions.
• Represent the product and market credibly with legal operations and legal technology audiences.
• Support relationships with industry analysts and influencers; prepare briefing materials and participate in analyst briefings and inquiries.
• Support submissions for analyst reports, market assessments, awards, and industry recognition; track analyst perspectives and market trends and share actionable insights.
• Support go-to-market activities with consulting, technology, implementation, and ecosystem partners.
• Develop joint partner messaging, presentations, webinars, enablement materials, and other partner-facing assets.
• Help partners understand the offering’s place in the legal technology ecosystem and how it complements CLMs, eBilling platforms, matter management systems, and enterprise applications.
• Participate in selected partner meetings, industry events, and joint go-to-market initiatives.
• Develop an understanding of legal operations teams, their priorities, technology environments, and buying processes.
• Engage with customers, prospects, Sales, and Customer Success to understand market needs and identify emerging use cases.
• Gather competitive intelligence and maintain competitive positioning.
• Identify customer stories, proof points, and use cases to strengthen the market narrative.
• 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 protection, including medical, safety, pre-trip planning, and emergency support.
• Monetary referral bonuses for successful employee referrals.
• Location-specific benefits packages that 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