Paid Media Manager, CORP/ENT Lead Gen & Acquisition

About the position The Asana Marketing team is responsible for fueling business growth and building a brand customers love. We create campaigns and content to attract new accounts and inspire current ones to grow with us. We continue to expand, with a global team focused on revenue and field marketing, product marketing, brand and content creation, advertising, and lifecycle marketing. As Paid Media Manager, CORP/ENT Lead Gen & Acquisition, you will lead paid media strategy for Asana's Corporate and Enterprise segments across both lead generation and self-serve acquisition (SSB) motions. While the role oversees performance across both, we are specifically seeking a paid lead generation expert — someone who brings deep experience scaling B2B lead gen programs, with a focus on generating high-quality pipeline and measurable revenue impact. This role acts as the global program lead for CORP/ENT paid media within our matrixed team structure — providing leadership through program ownership, channel expertise, and hands-on execution. You will directly own strategy and campaign execution for the Americas, while partnering with regional teams (EMEA, APJ) to drive global alignment. This is an individual contributor role with significant influence across marketing, creative, operations, and sales — ideal for a senior-level program leader who excels as both a strategist and an operator. 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.

Responsibilities

• Act as the global program lead for CORP/ENT paid media — ensuring alignment across regions while owning and executing paid media strategy for the Americas.
• Lead paid media strategy and execution for Asana's CORP/ENT segments across lead generation and self-serve acquisition (SSB), with a primary focus on driving high-quality lead generation and pipeline growth.
• Own and optimize paid lead gen programs across key digital channels including paid social, content syndication, and search — developing integrated campaigns that connect to segment-specific buyer journeys.
• Serve as the primary paid media partner to the Global Campaigns team, collaborating on campaign development, asset strategy, audience targeting, and regional execution.
• Manage a multi-million-dollar global media investment for CORP/ENT, ensuring efficient spend allocation, performance tracking, and accountability for results through our media agency partnership.
• Collaborate with Marketing Analytics, Marketing Ops, and Data Science to measure and optimize program performance across key stages of the funnel, including MQL quality, conversion rates, pipeline contribution, and ROI.
• Lead incrementality testing, A/B experimentation, and lift studies (in partnership with Analytics and Data Science) to continuously improve targeting, messaging, and media mix.
• Create and present performance reviews, retrospectives, and strategic recommendations to cross-functional partners and senior leadership.
• Champion best practices in B2B lead generation and paid acquisition, contributing to the evolution of Asana's performance media strategy and capabilities.

Requirements

• 8-12 years of experience in B2B demand generation or performance marketing, with a strong focus on paid lead generation for mid-market and enterprise segments.
• Proven success scaling lead gen programs across digital channels such as paid social, content syndication, and search — with a focus on pipeline quality, conversion to revenue, and measurable business impact.
• Experience owning and optimizing paid media budgets and working closely with internal teams and media agencies to manage execution and accountability.
• Skilled at building integrated campaigns across paid channels, developing audience strategies, and tailoring creative approaches by segment, vertical, or buyer persona.
• Proven experience with hands-on setup, execution, and management of marketing campaigns in Salesforce and Marketo.
• Understanding of how paid media programs integrate with marketing automation and CRM platforms to drive lead flow, attribution, and pipeline visibility.
• Strong analytical thinker who uses data to drive decisions, improve performance, and communicate impact.
• Effective cross-functional collaborator who can translate media insights into clear recommendations for Campaigns, Content, Creative, and Sales teams.
• Highly self-directed with the ability to operate independently while influencing across functions and regions in a matrixed environment.
• Outcome-driven mindset with a focus on pipeline contribution, business growth, and continuous optimization.
• Excited to lead through expertise, influence, and execution — with a growth mindset and interest in developing toward broader leadership over time.

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

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