About the position
The Asana marketing team is focused on driving growth and building a brand that customers love. We focus not only on driving ARR and acquiring users, but also on creating content and campaigns that resonate deeply with our audiences. As we continue to expand our footprint, we're investing in a dedicated SMB Product Marketer to unlock new logo growth in this critical segment. In this role, you'll own the marketing strategy to win the SMB market, focusing squarely on new logo acquisition. You'll partner closely with the GM of SMB and our Sales and Marketing teams to craft bold, creative campaigns and messaging that capture attention, generate pipeline, and convert prospects into customers. We're looking for a self-starter with a passion for crafting category-defining narratives and scaling programs that drive fast growth. You'll need to be equal parts creative storyteller, strategic thinker, and cross-functional collaborator. Success in this role will depend on your ability to understand the unique needs of SMB buyers, build differentiated positioning, and enable Sales with the right tools to win-quickly. This role is based in our San Francisco office with an office-centric hybrid schedule. Along with most Asanas, you'll work from this office in person on Mondays, Tuesdays, and Thursdays. Most Asanas have the option to work from home on Wednesdays and Fridays. If you're interviewing for this role, your Talent Acquisition Partner will share more about the in-office requirements.
Responsibilities
- Develop sharp, differentiated messaging and positioning tailored for SMB buyers.
- Launch and manage integrated campaigns that drive awareness and conversion with net new SMB accounts.
- Partner closely with the GM of SMB and Sales leadership to create scalable sales plays and enablement materials.
- Identify high-potential segments within SMB and tailor programs to accelerate growth.
- Build a library of assets including pitch decks, one-pagers, and customer stories to support acquisition efforts.
- Monitor competitive trends and customer insights to keep our strategy relevant and high-impact.
- Track campaign performance and iterate quickly to maximize ROI.
Requirements
- 5-7+ years of experience in product marketing, with strong emphasis on net new acquisition and growth marketing.
- Deep understanding of the SMB buyer mindset-how to grab attention and build trust fast.
- Proven success launching go-to-market strategies, from messaging to execution.
- Ability to partner with Sales to drive pipeline and support reps with impactful collateral and plays.
- Creative thinker who knows how to move fast, test ideas, and optimize for impact.
- Strong communication and collaboration skills-you're comfortable working across Marketing, Sales, and Product teams.
Nice-to-haves
- Experience in SaaS, growth-stage companies, or direct experience in SMB-focused roles.
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.
