# Kevin Iaquinto

> Kevin Iaquinto is Coupa's chief marketing officer and a five-time SaaS marketing leader whose career has centered on translating complex enterprise technology into clear, customer-facing brands. He moved from political and direct-response agency work into software, led marketing at Software AG and Deltek, helped turn JDA Software into Blue Yonder before Panasonic's $8.5 billion acquisition, and joined Coupa in December 2023 to sharpen its go-to-market story around spend management and AI.

- **Role:** Chief Marketing Officer at Coupa
- **Organizations:** Coupa, CommerceHub, Blue Yonder, JDA Software, Deltek, Software AG, webMethods, Manugistics, Mercator Software, Global Crossing, Metiom, SAGA Software, Wunderman DC, The Capitol Group
- **Education:** B.A. in Government, Franklin & Marshall College
- **Known for:** Helped lead the JDA Software-to-Blue Yonder brand transformation before Panasonic's 2021 acquisition, which valued Blue Yonder at $8.5 billion., Named a 2019 B2B Innovator by Demand Gen Report/B2B Sales & Marketing Exchange., Led the JDA Software marketing team that won a 2019 PR World Awards gold award for Cloud Computing/SaaS/Internet Team of the Year; the award citation credited marketing with 47% of total sales pipeline.

## Career timeline

- **1991-1996** — Began his career at The Capitol Group, a grassroots political lobbying firm, advancing to senior account executive.
- **1996-1998** — Worked in relationship and direct-response marketing at RTCdirect/Wunderman DC, running highly segmented consumer campaigns.
- **1998-2000** — Served as director of marketing communications at SAGA Software.
- **2000-2004** — Held marketing leadership roles at Metiom, Global Crossing and Mercator Software.
- **2004-2005** — Served as senior director of global marketing communications at Manugistics.
- **2005-2007** — Led corporate marketing at webMethods; Software AG acquired the company in 2007.
- **2007-2010** — Ran global marketing at Software AG, managing a team of 55 and helping reposition the company around business-process improvement.
- **2010-2014** — Joined Deltek as chief marketing officer and introduced the positioning line 'Know More. Do More.'
- **2014-2022** — Served as EVP and chief marketing officer at JDA Software, later Blue Yonder, through cloud transformation and Panasonic's acquisition.
- **2020** — Helped lead JDA Software's company-wide rebrand to Blue Yonder, including the tagline 'Fulfill Your Potential.'
- **2021** — Panasonic completed its acquisition of Blue Yonder in a transaction valuing the company at $8.5 billion.
- **2023** — Served as CommerceHub's chief marketing officer from May to December.
- **2023-present** — Joined Coupa as chief marketing officer to lead brand awareness, demand generation, pipeline and go-to-market storytelling.

## Achievements

- Helped lead the JDA Software-to-Blue Yonder brand transformation before Panasonic's 2021 acquisition, which valued Blue Yonder at $8.5 billion.
- Named a 2019 B2B Innovator by Demand Gen Report/B2B Sales & Marketing Exchange.
- Led the JDA Software marketing team that won a 2019 PR World Awards gold award for Cloud Computing/SaaS/Internet Team of the Year; the award citation credited marketing with 47% of total sales pipeline.
- Named Marketing Executive of the Year by PR World News, according to Coupa's executive announcement.
- At Software AG, led a 55-person global marketing team and, according to a 2013 profile, helped reposition the company during a three-year period in which revenue doubled.
- Turned Blue Yonder's canceled 2020 physical customer conference into a virtual event with more than 5,500 attendees and roughly 90% attendance among registrants.

## Latest updates

- **2026-05** — At Coupa Inspire in Las Vegas, Iaquinto welcomed 3,000 customers and partners as Coupa introduced its Navi agentic-AI story.
- **2025-10** — Promoted Coupa's Real AI@work roadshow in London with Boston Consulting Group and emphasized practical customer use cases.
- **2025-11** — Recruited a VP of Product Marketing to connect Coupa's AI-native platform strategy, product launches, customer value and sales execution.
- **2025-06** — Spoke publicly about Coupa and Sprout Social's mutual customer relationship as Sprout adopted Coupa for procurement and expense management.
- **2024-11** — Published the LinkedIn article 'Why Coupa is Asking You to Mind Your Business,' laying out Coupa's business-spend positioning.

## Links

- Website: https://www.coupa.com
- LinkedIn: https://www.linkedin.com/in/keviniaquinto1

---

Profile page: https://yespress.io/kevin-iaquinto
Published by YesPress — https://yespress.io
Last updated: 2026-09-04