Head of Demand Generation

• We’re hiring a Head of Demand Generation to own Asana’s global pipeline engine. Lead the strategy, build, and optimize our full-funnel demand programs across enterprise and commercial segments, translating Asana’s new agentic positioning into campaigns that generate real pipeline and accelerate revenue
• Manage a team of Demand Generation strategists and partner closely with field marketing, partner marketing, product marketing, creative, and RevOps to own the global number for MQL marketing pipeline
• As part of the Marketing team, you will join a global, revenue-driven function focused on fueling business growth and building a brand customers love
• 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

Benefits

• Benefits - From comprehensive health benefits including mental health programs and coaching to our in‑house culinary program and supportive parental leave policies, our benefits are intentionally designed to ensure that you are energized, focused, and thriving
• Development: We know that growth isn’t always linear, so we’ll support you in achieving your personal and professional goals. You’ll have the opportunity to take on big responsibilities that impact our success as a company and challenge you in new and fulfilling ways.
• Career growth: Your growth at Asana centers on ownership, access, and choice. All employees can tap into resources that support their growth and their team’s growth in the way that works best for their unique needs.

Qualifications

• Deep hands‑on expertise with ABM platforms (such as 6sense or Demandbase) and executing programs against multi‑stakeholder buying committees with long sales cycles
• Experienced people leader who thrives as a cross‑functional collaborator, aligning diverse global stakeholders around shared pipeline goals without introducing bureaucracy
• Proven capability in building or materially scaling a demand generation function during a significant company growth, category shift, or platform repositioning phase
• 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
• 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
• Extensive experience in B2B demand generation, with a proven track record in enterprise SaaS owning marketing‑sourced pipeline targets across AMER, EMEA, and APJ
• Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision‑making
• High technical and analytical proficiency with GTM tools such as Marketo, Salesforce, and BI/attribution tools (e.g., Tableau)