Head of Global Campaigns

About the role

We are hiring a Head of Global Campaigns to own Asana's global pipeline engine. You will lead the strategy, build, and optimize our full-funnel demand programs across enterprise and commercial segments. The core mission is translating Asana's new agentic positioning into campaigns that generate real pipeline and accelerate revenue. You will manage a team of Demand Generation strategists and partner closely with field marketing, partner marketing, product marketing, creative, and RevOps. This role is responsible for owning 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.

Key facts

What you'll do

• 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.
• Establish and manage global campaign governance to ensure brand consistency, message discipline, and compliance across all regions and segments.
• Collaborate with Sales to design and refine lead scoring and routing models that align marketing qualified leads with sales readiness.
• Analyze performance data to identify high-impact opportunities, testing new channels, audiences, and creative approaches in a continuous optimization loop.
• Translate complex platform capabilities into clear, buyer-centric narratives that resonate across the entire buying committee journey.
• Manage budget allocation and media mix decisions to maximize efficiency and impact across owned, earned, and paid channels.
• Serve as the primary subject matter expert for campaign strategy within the Marketing organization, providing thought leadership and mentorship.
• Partner with Customer Success to identify expansion opportunities and advocacy programs that feed into pipeline generation efforts.

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.
• 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 comprehensive platform or operating layer rather than a standalone point solution.

Practical notes

This job description outlines the essential functions and requirements for the Head of Global Campaigns role at Asana. It reflects the current needs of the business and the expectations for success in this position. The role requires a strategic mindset combined with hands-on execution capabilities. You will work in close partnership with cross-functional teams to ensure alignment between marketing initiatives and revenue objectives. The position demands a high level of ownership and the ability to operate in a fast-paced, dynamic environment. Effective communication skills are critical, as you will be influencing stakeholders at all levels of the organization. You will be responsible for managing complex projects and delivering results against ambitious targets. The successful candidate will be comfortable making data-informed decisions and adjusting strategies based on performance insights. This role offers the opportunity to shape the future of demand generation for a leading enterprise platform.