Work at Coupa

As a senior leader within the Coupa Marketing Team, I spearhead the Creative Team in shaping and advancing the Coupa brand on a global scale. By crafting compelling narratives and designing impactful experiences, we create meaningful connections that amplify our customers’ purpose and success. Our strategic branding initiatives have played a pivotal role in Coupa’s rapid growth and success, culminating in its recent $8 billion acquisition.

• Directed a team of 7+ designers, videographers, and over 6 agencies, increasing creative output 5X.
• Spearheaded multiple campaigns and a comprehensive rebranding initiative to modernize and unify the brand, ensuring consistency and scalability. Result: one cohesive brand, one unified voice.
• Contributed to increasing company valuation from $2.5 billion to an $8 billion acquisition in five years.

Here were some key areas I contribute to:

• Brand Strategy
  Architected and executed a comprehensive brand strategy that defined a compelling vision and positioning, driving market differentiation and long-term business growth.
• Two Rebrands
  Led two major rebrands at pivotal stages of the company’s growth. The first rebrand introduced a modern, playful identity to reflect our youthful, expanding phase. The most recent rebrand transitioned the brand to a mature, confident aesthetic, establishing a more sophisticated and grown-up presence.
• Visual Identity
  Led the development and stewardship of a cohesive visual identity, ensuring brand consistency across all global marketing touchpoints and communications.
• Campaign Development
  Strategized and oversaw the creation of high-impact campaigns, delivering resonant narratives, compelling ad copy, and innovative designs to engage diverse audiences across multiple channels.
• Event Experience Design
  Conceptualized and directed immersive brand experiences for conferences and events, using strategic storytelling and impactful keynotes to captivate and inspire attendees.
• Video and Animation
  Executive-produced video and animation projects that enhanced brand awareness, amplified campaign efforts, and showcased customer success stories in engaging, dynamic formats.
• Website and Landing Page Design
  Led the strategic design and continuous optimization of web and landing page experiences to align with brand storytelling and drive conversion through thoughtful UX/UI design.
• Social Media Content
  Directed the creation of compelling visual content for social media platforms, driving engagement and enhancing brand presence across key digital channels.
• UX/UI Collaboration
  Partnered with UX/UI teams at a leadership level to ensure visual coherence and user-centric design, driving product experiences that align with brand standards and business goals.
• Cross-Functional Collaboration
  Engaged with senior leadership and cross-functional teams to ensure brand integrity and alignment with broader organizational strategies, fostering collaboration across marketing, product, and sales.