Principal Product Manager - HR & Marketing Agentic Transformation

The Impact of a Principal Product Manager - HR & Marketing Agentic Transformation at Coupa:

This is an internal AI product management role within Coupa's AI Center of Excellence (AI COE). We are seeking a strategic, operationally disciplined, and business-savvy Senior Product Manager to manage two distinct agentic portfolios: HR/Talent Operations and Marketing/Brand Operations. This role owns the roadmap, automation strategy, and ongoing operation of our agentic ecosystems in both departments, transitioning them from manual, high-effort workflows to autonomous, proactive engines. Acting as the critical AI-focused bridge between HR/Marketing leadership, AI Platform and AI Engineering teams, IT Portfolio Managers, and IT AI Delivery teams - partnering with AI Solution Architects to define the architecture and scaling strategy - you will ensure our AI initiatives drive measurable efficiency and performance while maintaining strict adherence to operational governance, brand safety, and talent compliance.

What You'll Do:

Product Strategy & Operational Rhythm

• Autonomous HR & Marketing Strategy: Develop and own the holistic HR and Marketing AI strategy that provides a unified, scalable operating model for both functions, while building the architectural flexibility to adapt workflows for specific regional nuances, regulatory frameworks (e.g., labor and data privacy law), and local market requirements.
• Dual-Portfolio Prioritization: Apply a data-driven framework to score and rank agentic use cases by business value for both HR (e.g., recruitment speed, HRBP efficiency) and Marketing (e.g., campaign personalization, brand consistency). Maintain separate rolling AI roadmaps for each.
• Department-to-Tech Bridge: Act as the primary AI intake lead for both HR (Talent Acquisition, Compensation, HRBPs) and Marketing (Growth Marketing, Corporate Communications). Translate the unique, complex requirements of each department into clear, structured product requirements for AI Platform and AI Engineering teams.
• Backlog & Execution: Own the AI product backlog. Facilitate regular grooming sessions to break down requirements into actionable tasks, ensuring clear dependency management and scope control.
• Operational Cadence: Drive the day-to-day operational rhythm, including risk assessment and cross-functional syncs, and collaborate with the Enterprise PMO on status reporting and program tracking, to ensure the platform meets its delivery milestones.
• AI, Data, & BI Strategy: Partner with department leadership to shape long-term strategy for data governance and business intelligence in both domains. Ensure AI roadmaps align with the broader data strategy of each organization (e.g., HRIS vs. Marketing Cloud).
• Market & Competitive Intelligence: Track the evolving AI agent landscape in both HR Tech and MarTech. Proactively identify industry trends that validate or challenge our strategy, ensuring our AI suite remains a market-leading advantage for both functions.

Workflow Design & Agent Orchestration

• Process Engineering: Deconstruct multi-step HR processes (e.g., candidate screening, scheduling) and Marketing processes (e.g., lead nurturing, brand asset generation) into structured, logical agent sequences.
• Agentic Orchestration Strategy: Lead the strategic decisions on which model or platform executes each use case, partnering with AI Solution Architects to validate final technical solutions. Partner with stakeholders to evaluate the right technology stack for strategic fit and roadmap alignment-balancing scalability and long-term flexibility alongside performance and cost.
• Adoption Tracking & Monitoring: Establish the "pulse" of our agents. In partnership with AI Platform and AI Engineering teams, build and own the dashboards that track agent performance, error rates, and system reliability-ensuring early warning signs before a workflow impacts a candidate experience or a brand campaign.
• Knowledge Base Lifecycle: Manage the ingestion of unstructured data for both domains. Implement automated loops that analyze support and recruiting conversations/marketing data to find knowledge gaps, identifying missing documentation that needs to be addressed to improve agent self-service.
• Human-Centric UI & Validation: Lead the design of how agents present insights to recruiters and marketing coordinators. Define the "definition of done" for agents, leading testing cycles to ensure outputs are accurate, compliant, and on-brand before deployment.

Change Management, Governance, & Enablement

• Change Management: Drive the cultural transition from manual workflows to agent-assisted motions. Lead communication and training strategies tailored specifically to the needs of HR staff and Marketing teams.
• Ecosystem Acceleration: Cultivate a network of "Power Users" (Champions) within both HR and Marketing. Empower them to provide continuous feedback, troubleshoot on the front lines, and drive adoption within their units.
• Governance, Brand & Trust: Partner with Legal, Brand, and Compensation teams to embed guardrails that protect sensitive HR data and preserve our unified corporate voice. Ensure agent behaviors remain predictable, compliant, and secure.

What You Will Bring to Coupa:

• Experience: 10+ years of product management, strategy, or enterprise program management experience, with a proven track record of shipping software solutions within Applicant Tracking Systems (ATS), HR Information Systems (HRIS), or enterprise marketing/customer engagement ecosystems.
• SaaS Domain Expertise: Deep functional knowledge of the talent acquisition lifecycle (sourcing, screening, onboarding) and/or marketing operations (campaign management, lead nurturing, and brand strategy).
• AI-Agent Orchestration Mindset: Proven ability to move beyond task-level automation to ecosystem-level transformation. Experience evaluating and orchestrating different agent architectures-deciding when to leverage specific foundation models versus purpose-built platforms to maximize impact. You partner closely with AI Solution Architects to validate final technical architecture decisions.
• Consultative Mindset & High EQ: Demonstrated ability to influence senior leaders (CHRO, CMO) without direct authority. You translate complex technical constraints into plain-English business solutions and use high empathy to manage organizational change in two different functional cultures.
• Operational Discipline: You focus on post-launch success-monitoring platform health, agent reliability, and adoption metrics rather than just chasing the next shiny feature.
• Strategic AI Fluency: You possess a keen "pulse" on the evolving agentic landscape. You anticipate how new model capabilities and integration patterns impact our roadmap, translating market intelligence into architectural requirements.
• Agent Development & Lifecycle Management: Hands-on experience architecting, building, and scaling AI agents. You are capable of owning the full lifecycle-from rapid prototyping to production-grade deployment-and can autonomously develop and maintain complex agentic workflows.