Head of Adoption & Retention Marketing

The Asana Marketing team is responsible for fueling business growth and building a brand customers love. We create campaigns and content to attract new accounts and inspire current ones to grow with us. We continue to grow, with a global team focused on revenue and field marketing, product marketing, brand and content creation, advertising, and lifecycle marketing.

Asana is searching for a strategic marketing leader to drive the adoption of our work management platform and maximize customer retention. As the Head of Adoption and Retention Marketing, you will join our dynamic marketing team, led by the Chief Marketing Officer, to elevate our efforts in retention and expansion. Our team is dedicated to enhancing customer experiences and fostering long-term relationships through innovative marketing strategies and integrated campaigns. Collaborating closely with Product, Customer Success, and content teams, you will play a critical role in growing our user base and deepening customer engagement.

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

• Design and execute integrated marketing campaigns utilizing multiple channels to drive product adoption among new and existing customers.
• Develop programs to deeply engage our user community, leverage advocates, and foster sustainable product usage and stickiness.
• Partner with Product, Customer Success, and the content team to create educational content, certification programs, and enablement that supports long-term customer value.
• Analyze user behavior data and derive insights to optimize marketing tactics for activation, adoption, and retention.
• Build a high-performing marketing team with deep expertise in community building, customer marketing, and educational marketing.
• Measure and report on key customer lifecycle metrics, continuously improving revenue retention and uncovering new growth opportunities.
• Own and build a centralized customer portal that consolidates community, educational resources, help content, and more to drive engagement.
  
  

About You

• 12+ years of experience in leading teams and campaigns focused on user acquisition, adoption, engagement, and retention in B2B marketing, SaaS experience strongly preferred
• Expertise in developing customer lifecycle marketing strategies and executing multi-channel campaigns.
• Proficient in leveraging data insights to optimize tactics and enhance customer experiences.
• Strong communication skills to effectively collaborate across teams and lead professionals.
• Entrepreneurial mindset and a passion for cultivating communities and mobilizing advocates.
• Familiarity with marketing automation, lifecycle marketing tools, and campaign management platforms.
  
  

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. If you're interested in this role and don't meet every listed requirement, we still encourage you to apply.

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 $277,000 - $375,000. 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.

About Us

Asana helps teams orchestrate their work, from small projects to strategic initiatives. Millions of teams around the world rely on Asana to achieve their most important goals, faster. Asana has been named a Top 10 Best Workplace for 5 years in a row, is Fortune's #1 Best Workplace in the Bay Area, and one of Glassdoor’s and Inc.’s Best Places to Work. After spending more than a year physically distanced, Team Asana is safely and mindfully returning to in-person collaboration, incorporating flexibility that adds hybrid elements to our office-centric culture . With 11+ 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, and building a diverse, equitable, and inclusive company is core to our mission. Our goal is to ensure that Asana upholds an inclusive environment where all people feel that they are equally 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. We also comply with the San Francisco Fair Chance Ordinance and similar laws in other locations.