General Manager & Vice President (Asana for Services Management) (San Francisco)

Responsibilities

• As the Vice President of Asana Services Management & Incubation GTM, you’ll own Product Management, GTM strategy, and the incubation Sales Engineering / Forward Deployed team for Asana Service Management, Asana’s most promising 0→1 product
• Asana Service Management unifies ticketing and project execution for IT, HR, facilities, and other service teams to resolve key issues without human touch
• This is a rare role with a direct reporting line across both Product Management and Sales Engineering / Forward‑Deployed Engineering, combined with full P&L responsibility
• In this high‑leverage VP‑level role, you will act as an entrepreneurial leader. You will sit at the intersection of sales, technical execution, and product development—owning the GTM strategy, engaging directly with mid‑market customers to close business, and translating front‑line market insights into a concrete product roadmap and product execution
• This is a “player‑coach” role designed for someone who thrives in ambiguity and knows how to scale a technical GTM motion within a fast‑growing SaaS environment
• Drive Incubation GTM Strategy: Architect and execute the global commercial and go‑to‑market strategy for Asana for Service Management, taking it from early‑stage concepts to repeatable, revenue‑generating engines
• Engage with Customers & Assist in Closing Deals: Serve as a key executive sponsor and technical seller on strategic deals, regularly interfacing with enterprise customers to understand their complex workflows and build trust
• Own Product Roadmap and Product Execution: Act as the strategic voice of the market; synthesize deep customer feedback, competitor gaps, and field insights to define, prioritize and execute on the product roadmap
• Foster Cross‑Functional Alignment: Bridge the gap internally between Sales, Product, Engineering, and Customer Success to ensure seamless execution of the services growth strategy
• Establish Metrics and Guardrails: Define, monitor, and optimize key performance indicators (KPIs) for the SE/FDE teams, incubation sales velocity, and partner services attach rates

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 Technical Credibility: Strong background managing highly technical field resources (SEs, FDEs, or Solutions Architects) and a deep understanding of enterprise integrations, APIs, and SaaS architecture
• Market‑Driven Product Vision: While formal Product Management (PM) experience is optional but preferred, you have a proven track record of translating complex customer and market needs into structured, actionable product requirements and priorities
• Commercial & Strategic Muscle Selling into IT Buyers: Demonstrated success selling to the IT buyer, managing a business unit’s P&L, and designing scalable GTM frameworks
• Masterful Communicator: Exceptional ability to distill highly technical concepts into clear, value‑driven narratives for executive stakeholders, cross‑functional partners, and customers alike
• Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision‑making
• The “Startup” Mindset: A highly entrepreneurial, proactive builder who is comfortable operating with ambiguity and possesses a strong “player‑coach” mentality—willing to roll up your sleeves to map out a technical architecture or pitch to a CIO
• Proven GTM Leadership: 12+ years of experience in a Senior Director or VP‑level capacity leading technical GTM, Product Management and/or Solutions Engineering within a prominent B2B SaaS environment (ideally within the ITSM, ESM spaces)

At Asana, we’re committed to building teams that include a variety of backgrounds, perspectives, and skills, as this is critical to helping us achieve our mission. If you’re interested in this role and don’t meet every listed requirement, we still encourage you to apply.