Head of Demand Generation

We're hiring a Head of Demand Generation to own Asana's global pipeline engine. Lead the strategy, build, and optimize our full-funnel demand programs across enterprise and commercial segments, translating Asana's new agentic positioning into campaigns that generate real pipeline and accelerate revenue. Manage a team of Demand Generation strategists and partner closely with field marketing, partner marketing, product marketing, creative, and RevOps to own the global number for MQL marketing pipeline. As part of the Marketing team, you will join a global, revenue-driven function focused on fueling business growth and building a brand customers love.

This role is based in our San Francisco 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

• 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.
• Architect integrated multi-channel programs that move buyers from problem identification to purchase, with a particular focus on enterprise buying committees such as CIOs, COOs, Heads of IT, and Ops leaders.
• Build and operate always-on demand programs alongside campaign-specific bursts for product launches, vertical pushes, and key buying seasons.
• Partner with content and PMM to ensure campaigns are anchored in differentiated messaging across Asana's core GTM pillars (Operations, Marketing, IT/AI, and Agencies).
• 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.
• Define attribution models and reporting frameworks that provide clear visibility into marketing's contribution to new logo acquisition and pipeline.
• Bring an AI-first approach to demand generation workflows, utilizing automation for campaign launches, optimization, content personalization at scale, and reporting.
• 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.

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 experience in B2B demand generation, with a proven track record in enterprise SaaS owning marketing-sourced pipeline targets across AMER, EMEA, and APJ.
• Proven capability in building or materially scaling a demand generation function during a significant company growth, category shift, or platform repositioning phase.
• Deep hands-on expertise with ABM platforms (such as 6sense or Demandbase) and executing programs against multi-stakeholder buying committees with long sales cycles.
• High technical and analytical proficiency with GTM tools such as Marketo, Salesforce, and BI/attribution tools (e.g., Tableau).
• 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.
• Experienced people leader who thrives as a cross-functional collaborator, aligning diverse global stakeholders around shared pipeline goals without introducing bureaucracy.
• Strategic thinker with a distinct perspective on how AI agents change enterprise buying behavior, bringing experience marketing a comprehen…