📌 Core Information
🔹 Job Title: Field Marketing Manager
🔹 Company: Asana
🔹 Location: New York, New York, United States
🔹 Job Type: Hybrid (Office-centric, 3 days/week)
🔹 Category: Marketing
🔹 Date Posted: May 14, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: Office-centric hybrid
🚀 Job Overview
Key aspects of this role include:
- Developing and owning the field marketing program for the region
- Executing campaigns to create and accelerate sales pipeline
- Collaborating with internal partners and revenue leaders
- Maximizing pipeline generation through various marketing activities
ASSUMPTION: This role requires a high level of autonomy, strong project management skills, and the ability to adapt to change. The ideal candidate will be highly adaptable, have a deep understanding of sales, make data-driven decisions, and focus on industry imperatives to further customize marketing programs.
📋 Key Responsibilities
✅ Developing and owning the field marketing program for their region, across owned and sponsored events
✅ Producing events from concept through completion, including planning, budgeting, managing stakeholders and vendors, execution, and reporting
✅ Identifying opportunities and innovative ways to engage target audiences through sponsored industry events, trade shows, conferences, etc.
✅ Collaborating with internal partners on Asana-hosted events across ABM, Brand, Community, Customer Advocacy, and more
✅ Partnering closely with revenue leaders, field sales reps, and SDRs on pre-show and post-show strategies to maximize pipeline generation
✅ Establishing and refining repeatable processes, templates, and best practices for regional events
✅ Owning the tracking and reporting of program results, while closely monitoring event KPIs, lead flow, pipeline creation, and ROI
ASSUMPTION: The role involves managing multiple campaigns simultaneously, balancing tight timelines, and working with high-profile executives, speakers, and customers.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 5+ years of field marketing experience, ideally for enterprise audiences
Required Skills:
- Deep event planning and management knowledge with a proven track record of successfully executing multifaceted events
- Ability to manage and scale a portfolio of multiple campaigns simultaneously, while balancing tight timelines
- Ability to build strong working relationships, lead cross-functional teams, and drive buy-in from sales and marketing leadership
- Experience working with executives, high-profile speakers, and customers
- Self-starter with high autonomy, strong project management skills, and ability to adapt to change
- Knowledge of events (i.e., tech conferences) in the high-tech B2B/SaaS industry
- Ability to travel regionally as needed once travel restrictions are lifted
- Working knowledge of Salesforce, marketing automation platforms (Marketo experience is a plus!), and other marketing technology tools
Preferred Skills:
- Experience working with remote teams
- Fluency in additional languages
ASSUMPTION: While not explicitly stated, proficiency in English is required for this role due to the nature of the industry and the company's global presence.
💰 Compensation & Benefits
Salary Range: The estimated base salary range is between $133,000 - $151,000 per year. The actual base salary will vary based on various factors, including market and individual qualifications objectively assessed during the interview process.
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 dietary preferences
Working Hours: Full-time, with an office-centric hybrid schedule (Monday, Tuesday, Thursday in-office; Wednesday and Friday remote)
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Field Marketing Manager role with 5-10 years of experience in the high-tech B2B/SaaS industry and in the New York, NY area.
📌 Applicant Insights
🔍 Company Context
Industry: Software Development, specifically work management and productivity software
Company Size: 1,001-5,000 employees. This size allows for ample opportunities for collaboration and growth but maintains a manageable structure for decision-making and innovation.
Founded: 2008. Asana has been steadily growing and expanding its offerings and global presence since its founding.
Company Description:
- Asana empowers organizations to work smarter by connecting company-wide goals, strategic initiatives, and the execution of work in one place.
- With over 150,000 customers and millions of users in 200+ countries and territories, Asana helps manage everything from goal setting and tracking to capacity planning, to product launches.
- Customers include Amazon, Roche, and T-Mobile, among others.
Company Specialties:
- Work management
- Productivity
- Project management
- Organization
- Collaboration
- Digital transformation
Company Website: http://asana.com/
ASSUMPTION: Asana is a well-established company with a strong focus on innovation and growth. Its commitment to supporting employees to do their best work and thrive is evident in its comprehensive benefits package and inclusive work environment.
📊 Role Analysis
Career Level: This role is at the mid-level management stage, offering opportunities for growth and leadership within the marketing department and the company as a whole.
Reporting Structure: The Field Marketing Manager reports directly to the AMER Field Marketing Lead and works cross-functionally with multiple teams, including regional sales leaders, internal partners, and revenue leaders.
Work Arrangement: This role follows an office-centric hybrid schedule, with employees working from the office three days a week (Monday, Tuesday, Thursday) and remotely on Wednesdays and Fridays.
Growth Opportunities:
- Asana's growth and expansion present opportunities for career advancement within the marketing department and the company.
- The role's focus on cross-functional collaboration and stakeholder management can help develop skills valuable for future leadership positions.
- The company's commitment to supporting employee growth and development is evident in its career coaching and support benefits.
ASSUMPTION: Given Asana's size and growth trajectory, there are ample opportunities for career advancement and professional development within the company.
🌍 Location & Work Environment
Office Type: Asana's offices are designed to be collaborative and inclusive, with spaces for both focused work and team interactions.
Office Location(s): 4 World Trade Center, Suite 2918, New York, NY 10007, US
Geographic Context:
- The New York office is located in the heart of the city's financial district, offering easy access to public transportation and various amenities.
- New York City is a major hub for technology, finance, and media industries, providing ample networking opportunities and industry events.
- The city's diverse culture and vibrant arts scene contribute to a dynamic work environment.
Work Schedule: Full-time, with an office-centric hybrid schedule (Monday, Tuesday, Thursday in-office; Wednesday and Friday remote)
ASSUMPTION: Asana's office-centric hybrid schedule balances the need for in-person collaboration and team-building with the flexibility of remote work, allowing employees to maintain a healthy work-life balance.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with a Talent Acquisition Partner
- Technical assessment or case study
- Interview with the hiring manager
- Final interview with the team
Key Assessment Areas:
- Event planning and management skills
- Cross-functional collaboration and stakeholder management
- Data-driven decision-making and analytical skills
- Adaptability and resilience in the face of change
Application Tips:
- Tailor your resume and cover letter to highlight your event planning and management experience, as well as your ability to work with high-profile executives and customers.
- Be prepared to discuss your experience with marketing technology tools, such as Salesforce and Marketo.
- Demonstrate your understanding of Asana's products and their role in the work management and productivity software industry.
ATS Keywords: Field Marketing, Event Planning, Sales Alignment, Data-Driven Decisions, B2B Marketing, Stakeholder Management, Lead Generation, Campaign Management, Cross-Functional Collaboration, Budget Management, Marketing Technology, Salesforce, Marketo, Customer Engagement, Pipeline Creation
ASSUMPTION: Asana's application process is designed to assess candidates' skills and cultural fit, with a focus on event planning and management, cross-functional collaboration, and data-driven decision-making.
🛠️ Tools & Technologies
- Salesforce
- Marketo
- Other marketing technology tools
ASSUMPTION: The specific marketing technology tools used by Asana may vary, but the role requires proficiency in Salesforce and Marketo, as well as a working knowledge of other relevant tools.
👔 Cultural Fit Considerations
Company Values:
- Act with integrity
- Be a force multiplier
- Seek to understand
- Embrace discomfort
- Act with urgency
Work Style:
- Collaborative and inclusive
- Focused on results and impact
- Adaptable and resilient
- Data-driven and analytical
Self-Assessment Questions:
- How have you demonstrated your ability to act with integrity in previous roles?
- Can you provide an example of a time when you were a force multiplier and drove significant results?
- How do you seek to understand and adapt to the needs of diverse stakeholders in a cross-functional environment?
ASSUMPTION: Asana's company values and work style emphasize collaboration, adaptability, and a focus on results and impact. Candidates should be prepared to demonstrate their alignment with these values and work style preferences during the interview process.
⚠️ Potential Challenges
- The role requires managing multiple campaigns simultaneously, balancing tight timelines, and working with high-profile executives and customers, which can be challenging and stressful at times.
- Asana's growth and expansion may present challenges in terms of maintaining a consistent work-life balance and managing competing priorities.
- The hybrid work arrangement may present challenges in terms of maintaining a consistent level of collaboration and communication with remote team members.
- The role may require travel regionally once travel restrictions are lifted, which can be disruptive to personal schedules and routines.
ASSUMPTION: While Asana offers a comprehensive benefits package and a supportive work environment, the role presents unique challenges that candidates should be prepared to address.
📈 Similar Roles Comparison
- Compared to other field marketing roles, this position places a greater emphasis on event planning and management, as well as cross-functional collaboration and stakeholder management.
- Asana's focus on work management and productivity software differentiates it from other companies in the high-tech B2B/SaaS industry, presenting unique opportunities and challenges.
- Career paths within Asana may vary depending on the company's growth and expansion, as well as individual performance and development.
ASSUMPTION: While this role shares similarities with other field marketing positions, its unique focus on event planning and management, cross-functional collaboration, and Asana's specific industry context set it apart from other opportunities in the market.
📝 Sample Projects
- Planning and executing a regional user conference, including logistics, speaker management, and post-event follow-up
- Developing and implementing a targeted account-based marketing (ABM) campaign for a key enterprise customer
- Collaborating with internal partners to create and execute a virtual event series, featuring industry thought leaders and Asana subject matter experts
ASSUMPTION: These sample projects illustrate the range of responsibilities and initiatives that the Field Marketing Manager may undertake, showcasing the role's focus on event planning and management, cross-functional collaboration, and stakeholder engagement.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the marketing department and how this role fits into the broader organization?
- How does Asana support the professional development and growth of its employees, particularly within the marketing department?
- Can you provide an example of a successful field marketing campaign that Asana has executed in the past, and what made it particularly effective?
- How does Asana approach diversity, equity, and inclusion in its hiring and internal promotion processes?
- What are the key performance indicators (KPIs) used to measure the success of field marketing campaigns, and how are these tracked and reported?
ASSUMPTION: These key questions help candidates better understand the role, the team, and the company, enabling them to make informed decisions about their fit and potential for success in the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your event planning and management experience, as well as your ability to work with high-profile executives and customers.
- Prepare for your interviews by researching Asana's products, industry, and company culture, and practicing your responses to common interview questions.
- If selected for an interview, be prepared to discuss your experience with marketing technology tools, such as Salesforce and Marketo.
- Follow up with the hiring manager or your Talent Acquisition Partner within one week of your interview to express your interest in the role and reiterate your qualifications.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
