Head of Web Strategy and Services

<h1 class="" data-path-to-node="3">Manager, Growth Marketing (M08)</h1> <p data-path-to-node="4"><span class="" data-path-to-node="4,0">We’re looking for a Manager, Growth Marketing (Head of Web Strategy & Services) to join our team in Vancouver and own asana.com as our front door and as a measurable driver of web conversion and sales pipeline</span><span class="" data-path-to-node="4,2">. The Asana Marketing team is responsible for fueling business growth and building a brand customers love, partnering across the business to create a holistic digital strategy that ensures our website looks, performs, and drives measurable results in telling Asana’s story to the world</span><span class="" data-path-to-node="4,4">. In this role, you will set the strategy for how key personas discover, understand, and navigate the site, while leading web strategy, localization, web platform (CMS), <span class="citation-13133 citation-13134 citation-end-13134">and the engineering capacity that brings it to life</span></span><span class="" data-path-to-node="4,6"><span class="citation-13131 citation-13132 citation-end-13132">.</span></span></p> <p data-path-to-node="5"><span class="" data-path-to-node="5,0"><span class="citation-13129 citation-13130 citation-end-13130">This role is based in our Vancouver office with an office-centric hybrid schedule</span></span><span class="" data-path-to-node="5,2"><span class="citation-13127 citation-13128 citation-end-13128">. The standard in-office days are Monday, Tuesday, and Thursday</span></span><span class="" data-path-to-node="5,4"><span class="citation-13125 citation-13126 citation-end-13126">. Most Asanas have the option to </span><span class="citation-13125 citation-end-13125">work from home on Wednesdays</span></span><span class="" data-path-to-node="5,6"><span class="citation-13124 citation-end-13124">. Working from home on Fridays depends on the type of work you d</span>o and the teams with which you partner</span><span data-path-to-node="5,8">. If you're interviewing for this role, your recruiter will share more about the in-office requirements</span><span data-path-to-node="5,10">.</span></p> <h1 data-path-to-node="6">What you’ll achieve</h1> <ul data-path-to-node="7"> <li> <p data-path-to-node="7,0,0"><span data-path-to-node="7,0,0,0">Set a customer-journey-led vision for asana.com that makes our multi-product portfolio clear for every key persona, from new visitors to trial users and enterprise customers</span><span class="" data-path-to-node="7,0,0,2">.</span></p> </li> <li> <p data-path-to-node="7,1,0"><span data-path-to-node="7,1,0,0">Own the website's contribution to web conversion and pipeline, establishing a robust measurement framework and analytics practice that makes performance visible across the business</span><span data-path-to-node="7,1,0,2">.</span></p> </li> <li> <p data-path-to-node="7,2,0"><span data-path-to-node="7,2,0,0">Build and prioritize the global web roadmap by synthesizing user research, analytics, experimentation, and cross-functional stakeholder input</span><span data-path-to-node="7,2,0,2">.</span></p> </li> <li> <p data-path-to-node="7,3,0"><span data-path-to-node="7,3,0,0">Establish operational rigor across planning, intake, prioritization, and release cycles, ensuring the website ships quickly while maintaining high quality and governance</span><span data-path-to-node="7,3,0,2">.</span></p> </li> <li> <p data-path-to-node="7,4,0"><span class="" data-path-to-node="7,4,0,0">Drive an AI-first web operations model, integrating AI tools to accelerate content workflows, QA, localization, and data analysis</span><span data-path-to-node="7,4,0,2">.</span></p> </li> <li> <p data-path-to-node="7,5,0"><span class="" data-path-to-node="7,5,0,0">Oversee the web platform (CMS) architecture and roadmap, optimizing site performance, reliability, Core Web Vitals, and operational costs</span><span class="" data-path-to-node="7,5,0,2">.</span></p> </li> <li> <p data-path-to-node="7,6,0"><span data-path-to-node="7,6,0,0">Lead and support the web engineering and localization teams, setting technical delivery standards and ensuring international visitors receive an exceptional localized experience</span><span data-path-to-node="7,6,0,2">.</span></p> </li> <li> <p data-path-to-node="7,7,0"><span class="" data-path-to-node="7,7,0,0">Partner cross-functionally with Product Marketing, Demand Generation, SEO, Paid Media, Data Science, and Brand Design to align business priorities with customer needs</span><span data-path-to-node="7,7,0,2">.</span></p> </li> </ul> <h1 data-path-to-node="8">About you</h1> <ul data-path-to-node="9"> <li> <p data-path-to-node="9,0,0"><span class="" data-path-to-node="9,0,0,0">Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making</span><span class="" data-path-to-node="9,0,0,2">.</span></p> </li> <li> <p data-path-to-node="9,1,0"><span class="" data-path-to-node="9,1,0,0">Proven track record leading web or digital strategy for complex, multi-product B2B SaaS websites, with measurable impact on conversion rates and sales pipeline</span><span data-path-to-node="9,1,0,2">.</span></p> </li> <li> <p data-path-to-node="9,2,0"><span class="" data-path-to-node="9,2,0,0">People leadership experience managing multi-disciplinary or technical teams, including web platform engineers, developers, and agency partners</span><span class="" data-path-to-node="9,2,0,2">.</span></p> </li> <li> <p data-path-to-node="9,3,0"><span class="" data-path-to-node="9,3,0,0">Strong fluency across modern web architecture, CMS platforms, site performance, Core Web Vitals, and technical delivery workflows</span><span data-path-to-node="9,3,0,2">.</span></p> </li> <li> <p data-path-to-node="9,4,0"><span class="" data-path-to-node="9,4,0,0">Deep grounding in user journeys, persona-based messaging, and customer research, using experimentation and web<span class="citation-13123 citation-end-13123"> analytics to guide priorities</span></span><span class="" data-path-to-node="9,4,0,2"><span class="citation-13122 citation-end-13122">.</span></span></p> </li> <li> <p data-path-to-node="9,5,0"><span class="" data-path-to-node="9,5,0,0"><span class="citation-13121 citation-end-13121">Demonstrated experience scaling international web experiences and localization strategies across multiple global regions</span></span><span class="" data-path-to-node="9,5,0,2"><span class="citation-13119 citation-13120 citation-end-13120">.</span></span></p> </li> <li> <p data-path-to-node="9,6,0"><span class="" data-path-to-node="9,6,0,0"><span class="citation-13117 citation-13118 citation-end-13118">Collaborative leadership style with the ability to influence cross-functional leade</span><span class="citation-13117">rs, balance competing organizational inputs, and advocate f</span><span class="citation-13113 citation-13114 citation-13115 citation-13116 citation-13117 citation-end-13117">or user experience</span></span><span class="" data-path-to-node="9,6,0,2"><span class="citation-13108 citation-13109 citation-13110 citation-13111 citation-13112 citation-end-13112">.</span></span></p> </li> </ul> <p data-path-to-node="10"><span class="" data-path-to-node="10,0"><span class="citation-13103 citation-13104 citation-13105 citation-13106 citation-13107 citation-end-13107">At Asana, we're committed to buil</span><span class="citation-13103 citation-13104 citation-13105 citation-13106 citation-end-13106">ding teams that include a variety of backgrounds, perspectives, and skills, as this is critical to helping us achieve our mission</span></span><span class="" data-path-to-node=&qu