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.

We're looking for a Principal Product Manager to define Asana's growth strategy as users increasingly discover and adopt software through LLM interfaces like ChatGPT, Claude, and Gemini. With millions of knowledge workers now starting their workday in conversational AI tools, we're at an inflection point in how productivity software reaches users. You'll own Asana's acquisition playbook for the emerging LLM-driven channels.

As part of the PLG organization, you'll drive how new users discover, learn about, and decide to start using Asana through third-party LLM channels. You'll own critical partnerships with OpenAI, Anthropic, and Google, defining both strategy and execution to capture this massive opportunity.

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 own Asana's LLM acquisition strategy. You'll shape how Asana shows up in ChatGPT, Claude, and Gemini as users increasingly start their workflows through conversational AI interfaces, pioneering acquisition patterns where none exist today.

• Lead product strategy and execution for OpenAI, Anthropic, and Google integrations. You'll partner closely with our BD team on partnership strategy while owning the end-to-end user experience that drives acquisition through these channels.

• Build and optimize the LLM-to-trial journey. Design experiments and features that convert users who discover Asana through LLM interfaces.

• Own and deliver on growth KPIs including new user acquisition through LLM channels, LLM-to-trial conversion rate, activation rate of LLM-sourced users, and overall funnel health from LLM discovery to product adoption.

• Invent the playbook for acquisition. This is a 0→1 opportunity with no established best practices. You'll define strategies that will shape how work management products grow in the age of LLM interfaces.

About you

• 6-10 years of product management experience, with majority in growth-focused roles at B2B SaaS companies

• Proven track record driving acquisition and activation for B2B SaaS products, with specific experience in top-of-funnel growth and new user acquisition.

• 0→1 builder mentality. You've demonstrated the ability to thrive in highly ambiguous environments where you're inventing new playbooks rather than executing existing ones. You're energized by pioneering work.

• Experience with AI/ML products, LLM APIs, or third-party platform integrations. Strong preference for candidates who've worked with conversational AI or built features integrating ChatGPT, Claude, or similar platforms.

• Strong analytical foundation with deep fluency in experimentation, A/B testing, and funnel optimization.

• Exceptional cross-functional leadership. You write crisply, tell clear stories, and can influence across engineering, design, partnerships, sales, and executive stakeholders. You bring clarity to ambiguity.

• Strategic business acumen to balance user experience with revenue objectives while translating emerging technology trends into actionable product strategy.

• Genuine AI enthusiasm. You're curious, adaptable, and genuinely excited about how LLMs are transforming software discovery and adoption.

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 $211,000 - $269,000 CAD. 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 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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