Head of Demand Generation

About the role

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.

Responsibilities

• 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).
• 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.

Requirements

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.

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.

Strategic thinker with a distinct perspective on how AI agents change enterprise buying behavior, bringing experience marketing a comprehensive platform or operating layer rather than a standalone point solution.

Qualifications

High technical and analytical proficiency with GTM tools such as Marketo, Salesforce, and BI/attribution tools (e.g., Tableau).

Experienced people leader who thrives as a cross-functional collaborator, aligning diverse global stakeholders around shared pipeline goals without introducing bureaucracy.

Skills

Curiosity about AI tools and emerging technologies.

Experience in B2B demand generation, particularly in enterprise SaaS.

Proven ability to build or scale a demand generation function during significant company growth or platform shifts.

Hands-on expertise with ABM platforms and multi-stakeholder buying committees.

Data-driven decision-making skills, including MQL-to-SQO conversion, pipeline velocity, and multi-touch attribution.

Strategic thinking and a unique perspective on AI's impact on enterprise buying behaviors.

Benefits

Comprehensive compensation package includes base salary, equity, sales incentive pay (for most sales roles), and benefits.

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.