General Manager & VP, Asana for Services Management

As the Vice President of Asana Services Management & Incubation GTM, you’ll own Product Management, GTM strategy, and the incubation Sales Engineering / Forward Deployed team for Asana Service Management, Asana’s most promising 0→1 product. Asana Service Management unifies ticketing and project execution for IT, HR, facilities, and other service teams to resolve key issues without human touch. This is a rare role with a direct reporting line across both Product Management and Sales Engineering / Forward-Deployed Engineering, combined with full P&L responsibility. In this high-leverage VP-level role, you will act as an entrepreneurial leader. You will sit at the intersection of sales, technical execution, and product development—owning the GTM strategy, engaging directly with mid-market customers to close business, and translating front-line market insights into a concrete product roadmap and product execution. This is a "player-coach" role designed for someone who thrives in ambiguity and knows how to scale a technical GTM motion within a fast-growing SaaS environment. This role is based in our San Francisco 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 Drive Incubation GTM Strategy: Architect and execute the global commercial and go-to-market strategy for Asana for Service Management, taking it from early-stage concepts to repeatable, revenue-generating engines. Engage with Customers & Assist in Closing Deals: Serve as a key executive sponsor and technical seller on strategic deals, regularly interfacing with enterprise customers to understand their complex workflows and build trust. Own Product Roadmap and Product Execution: Act as the strategic voice of the market; synthesize deep customer feedback, competitor gaps, and field insights to define, prioritize and execute on the product roadmap. Foster Cross-Functional Alignment: Bridge the gap internally between Sales, Product, Engineering, and Customer Success to ensure seamless execution of the services growth strategy. Establish Metrics and Guardrails: Define, monitor, and optimize key performance indicators (KPIs) for the SE/FDE teams, incubation sales velocity, and partner services attach rates. About you Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making. Proven GTM Leadership: 12+ years of experience in a Senior Director or VP-level capacity leading technical GTM, Product Management and/or Solutions Engineering within a prominent B2B SaaS environment (ideally within the ITSM, ESM spaces). The "Startup" Mindset: A highly entrepreneurial, proactive builder who is comfortable operating with ambiguity and possesses a strong "player-coach" mentality—willing to roll up your sleeves to map out a technical architecture or pitch to a CIO. Deep Technical Credibility: Strong background managing highly technical field resources (SEs, FDEs, or Solutions Architects) and a deep understanding of enterprise integrations, APIs, and SaaS architecture. Market-Driven Product Vision: While formal Product Management (PM) experience is optional but preferred, you have a proven track record of translating complex customer and market needs into structured, actionable product requirements and priorities. Commercial & Strategic Muscle Selling into IT Buyers: Demonstrated success selling to the IT buyer, managing a business unit's P&L, and designing scalable GTM frameworks. Masterful Communicator: Exceptional ability to distill highly technical concepts into clear, value-driven narratives for executive stakeholders, cross-functional partners, and customers alike. 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 $399,000 - $470,000. 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/GTM roles), and benefits. If you're interviewing for this role, speak with your recruiter 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 recruiter to learn more about the total compensation and benefits for this role. #LI-Hybrid 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. Join Asana’s Talent Network to stay up to date on job opportunities and life at Asana.