The Product Management team drives Asana’s product strategy and execution, translating customer needs and opportunities into a compelling roadmap and working cross-functionally to deliver impactful solutions for team productivity and collaboration. We’re helping to define the Work Management category and inventing new ways for teams to work more efficiently together and see the larger purpose behind their work. Our team works directly with Engineering, Design, Experience Research, and Data Science, as well as with Marketing, Sales, Support, and GTM teams to ship great products. You’ll take part in every type of product work here — from strategy to product to process improvements — conceptualizing, launching, and iterating on Asana itself for millions of teams around the world.
Asana is pivoting to become an AI-first organization where AI consumption revenue and AI Teammates represent the core of our future. We are looking for a visionary Principal PM to lead the charge in redefining how humans and AI collaborate through vertical-specific, high-impact workflows.
While you will manage how Asana is discovered and represented across major LLMs (representing roughly 25% of the role), your primary focus will be driving product-led growth (PLG) through industry-aligned AI experiences.
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
- Define and deliver verticalized use cases that AI Agents leverage across priority industries, translating workflows into AI-native experiences.
- Develop PLG motions that pioneer the "Copilot-to-Autopilot" journey, enabling autonomous AI Teammates to handle end-to-end workflows.
- Manage strategic partnerships with LLM providers to optimize how Asana surfaces in discovery environments, ensuring seamless entry for new users. Own and deliver on critical Growth KPIs, including AI Net ARR, AI Teammate adoption, and verticalized activation metrics.
- Operate with a 0→1 builder mentality to invent new playbooks for AI consumption revenue in a highly ambiguous environment.
- Influence cross-functional stakeholders in engineering, design, and executive leadership to align product strategy with emerging technology trends.
- Lead Asana's acquisition playbook for emerging LLM-driven channels to drive how new users discover and adopt the platform.
About you
- 8–10+ years of product management experience, with a focus on growth at B2B SaaS companies.
- Proven track record in driving top-of-funnel acquisition and activation strategies.
- Deep experience with AI/ML products, LLM APIs, or third-party platform integrations like ChatGPT or Claude. Strong analytical foundation with expertise in experimentation, A/B testing, and full-funnel optimization.
- Strategic business acumen used to balance user experience with evolving AI-driven revenue models.
- Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making.
What we’ll offer**
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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 $211,000 - $240,000. 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 Talent Acquisition Partner to learn more about the total compensation and benefits for this role.
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. If you're interviewing for this role, speak with your Talent Acquisition Partner to learn more about the total compensation and benefits for this role.
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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.
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