Head of Demand Generation

ABOUT THE ROLE We're hiring a Head of Demand Generation to lead Asana's global pipeline engine, driving strategy, growth, and revenue acceleration through full-funnel demand programs across enterprise and commercial segments. This role is a key part of Asana's Marketing team, focused on fueling business growth and building a brand customers love. WHAT YOU'LL DO As the Head of Demand Generation, you will 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. You will lead the development and execution of integrated multi-channel programs that move buyers from problem identification to purchase, with a focus on enterprise buying committees such as CIOs, COOs, Heads of IT, and Ops leaders. You will also partner with content and product marketing to ensure campaigns are anchored in differentiated messaging across Asana's core GTM pillars. You will 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. You will define attribution models and reporting frameworks that provide clear visibility into marketing's contribution to new logo acquisition and pipeline. Additionally, you will bring an AI-first approach to demand generation workflows, utilizing automation for campaign launches, optimization, content personalization at scale, and reporting. You will 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. WHAT YOU'LL NEED To be successful in this role, you will need to demonstrate curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making. You will have extensive experience in B2B demand generation, with a proven track record in enterprise SaaS owning marketing-sourced pipeline targets across AMER, EMEA, and APJ. You will also have proven capability in building or materially scaling a demand generation function during a significant company growth, category shift, or platform repositioning phase. You will have deep hands-on expertise with ABM platforms and executing programs against multi-stakeholder buying committees with long sales cycles. You will have high technical and analytical proficiency with GTM tools such as Marketo, Salesforce, and BI/attribution tools. You will be a 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. WHY REMOTE As a remote worker, you will have the flexibility to work from anywhere while maintaining a high level of collaboration and communication with the team. You will be able to leverage your skills and experience to drive Asana's global pipeline engine and contribute to the company's mission. BENEFITS Asana offers a comprehensive compensation package, including a competitive base salary range of $207,000 - $243,000, with additional components such as equity, sales incentive pay, and benefits. The company also provides equitable and competitive benefits packages that support employees worldwide, including mental health, wellness & fitness benefits, career coaching & support, inclusive family building benefits, and