Field Marketing Manager

About the role

The owns the strategic direction and execution of field marketing initiatives for North America. This role is responsible for building and driving the field marketing engine that powers pipeline generation and supports overarching revenue objectives. You will translate high-level sales goals into concrete event strategies and content initiatives designed to create measurable movement within target accounts. Decisions will be grounded in data analysis and rigorous testing to uncover the most effective methods for strengthening Asana's presence. Collaboration with revenue teams is central to ensuring all marketing activities remain synchronized with commercial priorities and sales cycles. You will act as a core contributor on the Revenue Marketing team, working cross-functionally to develop the go-to-market approach. This position reports to the AMER Field Marketing Lead and aligns marketing strategy with sales goals through a blend of digital campaigns, experiential events, executive roundtables, and account-based marketing tactics. You will make data-informed choices and adjust quickly to market conditions in order to maximize the impact of marketing programs.

Key facts

What you'll do

• Execute the end-to-end field marketing strategy for North America, taking ownership of planning, budgeting, and vendor management for both owned and sponsored events.
• Develop and implement event strategies that directly support sales targets, working closely with revenue leaders, field sales representatives, and SDRs to sharpen focus and drive engagement.
• Ship campaigns that engage target accounts through digital and live channels, then analyze performance indicators to refine and optimize ongoing efforts.
• Manage the full lifecycle of Asana-hosted events from initial concept through closure, including logistics coordination, partner management, and comprehensive documentation.
• Create content and experiences tailored for ABM, Brand, Community, and Customer Advocacy teams to support event and outreach initiatives.
• Define the field marketing direction by managing budgets and vendors for owned and sponsored events, ensuring financial oversight and performance reporting.
• Build and maintain partnerships with regional sales leaders to ensure timing, messaging, and channel choices remain coherent across go-to-market efforts.
• Analyze outcomes and insights to refine future strategies, directing resources toward approaches that drive sustained pipeline growth and strengthen market presence.
• Maintain program integrity through strict adherence to policies, diligent budget management, and clear record-keeping for all stakeholders.
• Champion the use of data to test variables, iterate quickly, and highlight methods that advance the funnel and strengthen competitive positioning.
• Operate within the standard in-office schedule of Monday, Tuesday, and Thursday, while utilizing the option to work remotely on Wednesdays.
• Adapt to remote work on Fridays based on the nature of the work and partnership requirements, as outlined during the interview process.
• Collaborate with revenue teams to ensure marketing actions remain synchronized with commercial priorities and revenue goals.
• Continuously test and iterate on field marketing programs to identify paths that strengthen presence among priority accounts and drive long-term growth.

Requirements

• Possess 3-5 years of field marketing or related experience managing programs and events.
• Demonstrate comfort with managing multiple priorities while coordinating across sales, product, and marketing teams.
• Show the ability to operate within an office-centric hybrid schedule with defined in-office days.
• Handle event logistics, vendor relationships, and budget oversight for assigned programs effectively.
• Analyze results and modify plans to improve future performance as a core part of the role.
• Define field marketing direction through planning, budgeting, and managing vendors for owned and sponsored events.
• Build event strategies that support sales targets in collaboration with revenue leaders, field sales representatives, and SDRs.
• Ship campaigns that engage target accounts and refine efforts based on performance indicators and insights.

Nice to have

There are no preferred items listed in the source material for this role.

Practical notes

This role is based in the San Francisco office and follows a standard hybrid schedule. In-office days are Monday, Tuesday, and Thursday. Most team members have the option to work remotely on Wednesdays. Remote work on Fridays depends on the nature of the work and partnership requirements. If you are interviewing for this role, your recruiter will provide specific information about in-office expectations. Compensation for this position ranges from $143,200.00 to $183,800.00 per year.