Senior Product Marketing Manager, IT and AI Transformation

Asana, Inc.; Vancouver; Hybrid; CAD 135,000 - 160,000; Full time

Benefits offered by this job

Mental health benefits

Career coaching

Family building benefits

Retirement plans

In-office culinary options

Job summary

Asana, Inc. is seeking a Senior Product Marketing Manager, IT & AI Audiences in Vancouver to own audience strategy and messaging for CIOs and IT operations professionals.

You will shape narratives around AI adoption, governance, and tool consolidation while partnering with product, sales, and marketing teams. You’ll develop credible content across the buyer journey, enable sales with guides and battlecards, and drive campaigns that generate qualified pipeline while aligning with Asana’s

Qualifications

• Extensive background in product marketing, audience marketing, or go-to-market strategy within an enterprise software company.
• Demonstrated ability to translate complex technical concepts into compelling narratives for technical and executive audiences.
• Ability to collaborate across product, marketing and sales teams to connect roadmap to IT priorities.

Responsibilities

• Own the audience strategy, messaging, and positioning for CIOs and IT personas.
• Develop expertise on enterprise AI adoption, tool consolidation, governance, and ITSM modernization.
• Map IT buyer journeys and create credible buyer-facing content across the journey.
• Equip sales teams with discovery guides, battlecards, and customer proof points.
• Architect campaigns to generate net-new pipeline in collaboration with campaigns team.

Skills

Audience marketing

Enterprise software

IT buyer understanding

AI and automation platforms

Storytelling

Cross-functional collaboration

Tools

StackAI by Asana

Asana Service Management

Job description

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.

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.

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.

We strive to provide equitable and competitive benefits packages that support our employees worldwide and include:

• 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.

About us

Asana is a leading platform for human + AI collaboration. Millions of teams around the world rely on Asana to achieve their most important goals, faster. Asana has been named to Fortune's Best Workplaces for 7+ years and recognized by Fast Company, Forbes, and Gartner for excellence in workplace culture and innovation. We offer an exceptional office-centric culture while adopting the best elements of hybrid models to ensure that every one of our global team members can work together effortlessly. With 13+ offices all over the world, we are always looking for individuals who care about building technology that drives positive change in the world and a culture where everyone feels that they belong.

We believe in supporting people to do their best work and thrive. Our goal is to ensure that Asana upholds an environment where all people feel that they are respected and valued, whether they are applying for an open position or working at the company. We provide equal employment opportunities to all applicants without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by law.