Responsibilities

• Define and own Asana's global demand generation strategy for corporate and enterprise segments, setting and tracking marketing-sourced pipeline targets, MQLs, SQOs, conversion rates, and campaign ROI.
• Architect integrated multi-channel programs that move buyers from problem identification to purchase, with a particular focus on enterprise buying committees such as CIOs, COOs, Heads of IT, and Ops leaders.
• Build and operate always-on demand programs alongside campaign-specific bursts for product launches, vertical pushes, and key buying seasons.
• Partner with content and PMM to ensure campaigns are anchored in differentiated messaging across Asana's core GTM pillars (Operations, Marketing, IT/AI, and Agencies).
• Lead the ABM strategy targeting Asana's highest-priority accounts, deploying intent-driven ABM platforms and partnering with paid media to optimize account penetration and pipeline velocity.
• Define attribution models and reporting frameworks that provide clear visibility into marketing's contribution to new logo acquisition and pipeline.
• Bring an AI-first approach to demand generation workflows, utilizing automation for campaign launches, optimization, content personalization at scale, and reporting.
• Lead, develop, and scale a high-performing demand generation team, establishing demand gen pods to drive cross-functional alignment and eliminate random acts of marketing.

Requirements

• Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making.
• Extensive experience in B2B demand generation, with a proven track record in enterprise SaaS owning marketing-sourced pipeline targets across AMER, EMEA, and APJ.
• Proven capability in building or materially scaling a demand generation function during a significant company growth, category shift, or platform repositioning phase.
• Deep hands-on expertise with ABM platforms (such as 6sense or Demandbase) and executing programs against multi-stakeholder buying committees with long sales cycles.
• High technical and analytical proficiency with GTM tools such as Marketo, Salesforce, and BI/attribution tools (e.g., Tableau).
• Data-driven decision-maker fluent in MQL-to-SQO conversion, pipeline velocity, and multi-touch attribution, with a strong ability to build performance-based business cases.
• Experienced people leader who thrives as a cross-functional collaborator, aligning diverse global stakeholders around shared pipeline goals without introducing bureaucracy.
• Strategic thinker with a distinct perspective on how AI agents change enterprise buying behavior, bringing experience marketing a comprehensive platform or operating layer rather than a standalone point solution.

Benefits

• Mental health, wellness & fitness benefits
• Career coaching & support
• Inclusive family building benefits
• Long-term savings or retirement plans
• In-office culinary options to cater to your dietary preferences