Customer Marketing Manager

The Customer Marketing and Advocacy team is dedicated to building and scaling programs that place our customers at the center of Asana's marketing strategy. We cultivate strategic relationships that drive insights and engagement, shaping the future of our product and business. 

We are seeking an experienced and passionate marketer to own the program engine that turns customer advocates into a repeatable, scalable input across Asana's go-to-market motion. You are joining Asana at a pivotal moment in our go-to-market evolution. We have successfully built a massive supply of validated customer voices; your mission is to build the engine that activates them.

This role is based in our San Francisco, Chicago, or New York 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

• Manage the Work Innovation Awards end-to-end: Launch programming, manage a year-round nomination pipeline, coordinate judging, and lead winner activation into downstream GTM moments while building post-award assets across campaigns, content, social, and events.
• Operationalize an Advocate Matching System: Drive the infrastructure that systematically connects GTM needs with qualified advocates based on their role, use case, and journey stage. Scale the activation of advocates into cross-functional marketing and partner with marketing operations to ensure the advocate pool is visible and trackable for the first time.
• Develop strategic customer engagement and sourcing: Act as a primary liaison between customers and the marketing organization, sourcing the right customers for the right engagement opportunities. Identify high-impact use cases and translate them into multi-format assets—including case studies, films, and media opportunities—serving as the primary liaison between our customers and the marketing organization.
• Drive marquee event customer content: Oversee the customer speaker pipeline for the Work Innovation Summit events, focused on delivering customer-first, product-led sessions. Partner with Product Marketing on content vetting and the run-of-show.
• Execute vertical and sales play activation: Partner with Sales, Customer Success, and Product Marketing to deploy customer voices that unblock specific industries, such as healthcare or financial services, and validate our leadership in AI-native work management.
• Scale downstream content production and cross-functional reach: Drive the ongoing adoption of customer content across the organization. Operationalize workstreams for customer content production that flows downstream from sourcing to ensure high-velocity asset creation. Enable cross-functional partners with customer marketing processes, best practices, and systems to increase global scalability and deepen departmental partnerships.

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.
• Brings 6–8 years of experience in marketing or advocacy, ideally within B2B SaaS, showcasing a proven ability to convert customer relationships into activation events that move revenue metrics.
• Exemplifies strategic advocacy judgment with a deep understanding of the advocate journey and the insight to match the right customer voice to the right go-to-market moment.
• Maintains an AI-first mindset and approach to designing automated workflows and managing the infrastructure behind an integrated matching engine.
• Possesses strong…