Sr. Manager, Web Strategy

We’re looking for a strategic, customer-journey-obsessed leader to take ownership of Asana's website as a driver of product understanding, customer acquisition, and trial conversion. The Web Marketing team partners across the organization to bring Asana's vision to life on asana.com—and we're building the strategic muscle to match our executional strength. In this role, you'll define and champion the digital experience for new and existing customers, shaping how they discover, understand, and engage with Asana's growing product portfolio. You'll work closely with partners in product marketing, organic discovery, paid media, data science, product, engineering, and design to create a site that measurably moves the needle. 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 Bring end-to-end website strategy for asana.com to life, establishing a customer-journey-led vision for key segments Influence how the site supports product discovery, trial starts, and revenue growth across new and existing audiences Develop the website tactical roadmap by synthesizing qualitative research, user insights, and quantitative data to identify the highest-leverage opportunities for the business. Build deep cross-functional alignment, influencing how teams in PMM, product, engineering, and design contribute to and evolve the digital experience—turning the web into a shared strategic asset. Elevate how the web team operates, shifting from a support model toward proactive, insight-driven strategy that shapes how Asana shows up for customers online. Partner with PMM and product to translate Asana's multi-product portfolio into a coherent, compelling experience for distinct audiences, including new visitors, active trial users, and existing customers. Establish a clear measurement framework for the website, defining success metrics and building the analytics practice that makes progress visible and actionable across the organization. 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 experience owning digital strategy for a complex, multi-product or multi-audience website—in SaaS, e-commerce, or another category with similarly layered site architecture and diverse visitor goals. Lead with customer journey thinking: naturally frame decisions around how different audiences find, evaluate, and engage with a product or brand online, and use that lens to set direction for a team. Skilled at drawing insight from qualitative and quantitative sources—user research, analytics, A/B tests, and stakeholder input—and translating them into clear strategic priorities. Build credibility and influence across functions, navigating a matrixed environment effectively where outcomes require collaboration with engineering, design, PMM, and data teams. Deep understanding of website infrastructure and performance to partner meaningfully with technical teams. Energized by building: driven to help a capable team develop true strategic ownership and move beyond order-taking into proactive, high-impact work. Structured prioritization mindset with the ability to distinguish high-leverage opportunities from noise and build an aligned roadmap. 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