Senior Product Marketing Manager, IT & AI Audiences

The Asana Product Marketing team fuels business growth and builds a brand customers love by creating campaigns and content to attract new accounts and inspire current ones to grow with us. We’re looking for a Senior Product Marketing Manager to join our Audience Marketing team in Vancouver to own how Asana shows up to CIOs, digital transformation leaders, and IT Operations practitioners. In this role, you will turn deep knowledge of tool consolidation, AI adoption, governance, and the shift to agentic workflows into technically credible messaging, high-impact field enablement assets, and acquisition campaigns that drive net-new pipeline. You will also own the narrative for solutions like StackAI by Asana and Asana Service Management, collaborating closely across Product Marketing, Sales, and Product teams.

This role is based in our Vancouver office with an office-centric hybrid schedule. The standard in-office days are Monday, Tuesday, and Thursday. Most Asanas have the option to work from home on Wednesdays. Working from home on Fridays depends on the type of work you do and the teams with which you partner. If you're interviewing for this role, your recruiter will share more about the in-office requirements.

What you’ll achieve

• Own the audience strategy, messaging, and positioning for CIO, digital transformation, and IT Operations personas, aligning audience narratives with Asana's broader company positioning and revenue targets.

• Develop deep subject matter expertise on key drivers of stack change, including enterprise AI adoption, tool sprawl and consolidation, security, governance, and ITSM modernization.

• Map IT buyer decision journeys, detailing budget ownership, evaluation frameworks, and the critical dynamics between technical influencers and executive sponsors.

• Author technically credible content across the buyer journey, ranging from point-of-view pieces and solution narratives to product demos, executive briefings, and whitepapers.

• Partner cross-functionally with Core PMMs to connect products like StackAI by Asana and Asana Service Management to executive IT priorities, focusing on governance, consolidation, and scaling AI agents safely across the enterprise.

• Equip sales and customer-facing teams for technical conversations with discovery guides, objection handling, competitive battlecards, and customer proof points.

• Architect and execute new-logo acquisition campaigns in close partnership with the Campaigns team to generate net-new qualified pipeline.

• Champion the voice of the customer by channeling IT audience and market feedback directly into product roadmap and positioning decisions.

About you

• Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making.

• Extensive background in product marketing, audience marketing, or go-to-market strategy within an enterprise software company.

• Deep understanding of IT and technical buyers, including how modern architecture, vendor selection, and budget decisions are evaluated and approved.

• Background in ITSM, developer tools, AI and automation platforms, or work management software.

• Demonstrated ability to translate complex technical and AI concepts into compelling narratives for both technical practitioners and C-level executive audiences.

• Comfortable navigating fast-moving categories where narratives evolve quickly, bringing a strong point of view on where the market and AI landscape are heading.

• Skilled storyteller and communicator who translates user research and customer insights into sales-ready assets and pipeline-generating campaigns.

• Analytical mindset with experience leveraging qualitative research and quantitative performance metrics to shape strategy and evaluate impact.

• Polished presenter and collaborator, equally effective leading a CIO briefing, facilitating a sales enablement workshop, or aligning cross-functional stakeholders.

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.

What we’ll offer

Our comprehensive compensation package plays a big part in how we recognize you for the impact you have on our path to achieving our mission. We believe that compensation should be reflective of the value you create relative to the market value of your role. To ensure pay is fair and not impacted by biases, we're committed to looking at market value which is why we check ourselves and conduct a yearly pay equity audit.

For this role, the estimated base salary range is between $135,000 -$160,000 CAD The actual base salary will vary based on various factors, including market and individual qualifications objectively assessed during the interview process. The listed range above is a guideline, and the base salary range for this role may be modified.

In addition to base salary, your compensation package may include additional components such as equity, sales incentive pay (for most sales roles), and benefits. If you're interviewing for this role, speak with your recruiter to learn more about the total compensation and benefits for this role.

• 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

These are just some of the benefits we offer, and benefits may vary based on role, country, and local regulations. If you're interviewing for this role, speak with your recruiter to learn more about the total compensation and benefits for this role.