📌 Core Information
🔹 Job Title: Paid Media Manager, CORP/ENT Lead Gen & Acquisition
🔹 Company: Asana
🔹 Location: San Francisco, California, United States
🔹 Job Type: Full-time, Hybrid (Office-centric, 3 days/week)
🔹 Category: Marketing
🔹 Date Posted: May 16, 2025
🔹 Experience Level: 8-12 years
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Lead paid media strategy for Asana’s Corporate and Enterprise segments, focusing on lead generation and self-serve acquisition.
- Manage a multi-million-dollar global media investment, ensuring efficient spend allocation and performance tracking.
- Collaborate with cross-functional teams to develop integrated campaigns and optimize media mix.
- Analyze and optimize program performance using data-driven insights.
- Champion best practices in B2B lead generation and paid acquisition.
ASSUMPTION: This role requires a strategic and analytical mindset, with a strong focus on driving high-quality lead generation and measurable business impact.
📋 Key Responsibilities
✅ Lead paid media strategy for Asana’s Corporate and Enterprise segments across lead generation and self-serve acquisition motions, 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.
✅ 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.
ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong communication skills to influence partners and drive results.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience).
Experience: 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.
Required Skills:
- 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.
- 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.
Preferred Skills:
- Experience with marketing automation and CRM platforms to drive lead flow, attribution, and pipeline visibility.
- Familiarity with Asana’s products and competitive landscape.
ASSUMPTION: Candidates with experience in B2B tech marketing and a strong understanding of the marketing funnel will be best suited for this role.
💰 Compensation & Benefits
Salary Range: The estimated base salary range is between $207,000 - $243,000 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 market data for similar roles in the San Francisco Bay Area. The actual salary may vary based on the interview process and individual qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Software Development, with a focus on work management and productivity tools.
Company Size: Asana has 1,001-5,000 employees, providing a large and diverse work environment with ample opportunities for growth and collaboration.
Founded: Asana was founded in 2008, with a mission to help teams orchestrate their work and achieve their most important goals faster.
Company Description:
- Asana helps teams orchestrate their work, from small projects to strategic initiatives, by providing a work management platform that connects teams and accelerates organizational impact.
- The company offers a suite of products designed to manage strategic initiatives, cross-functional programs, and company-wide goals, with AI working alongside teams every step of the way.
- Asana has been named a Top 10 Best Workplace for 5 years in a row, is Fortune’s #1 Best Workplace in the Bay Area, and one of Glassdoor’s and Inc.’s Best Places to Work.
Company Specialties:
- Work management
- Productivity
- Project management
- Organization
- Collaboration
- Digital transformation
Company Website: asana.com
ASSUMPTION: Asana’s focus on work management and productivity tools makes it an attractive option for candidates interested in the software development industry.
📊 Role Analysis
Career Level: This role is at the senior individual contributor level, with the potential to grow into broader leadership over time.
Reporting Structure: The Paid Media Manager, CORP/ENT Lead Gen & Acquisition will report directly to the Senior Marketing Manager, Global Paid Media.
Work Arrangement: This role follows an office-centric hybrid schedule, with in-office work required on Mondays, Tuesdays, and Thursdays, and remote work on Wednesdays and Fridays.
Growth Opportunities:
- Asana offers opportunities for professional development and career growth within the marketing team and across the organization.
- The company encourages employees to take on new challenges and expand their skills and responsibilities.
- With a matrixed team structure, there are opportunities to collaborate with and learn from various teams and stakeholders.
ASSUMPTION: Candidates who are strategic thinkers, strong communicators, and comfortable operating in a matrixed environment will thrive in this role and have ample opportunities for growth and development.
🌍 Location & Work Environment
Office Type: Asana’s San Francisco office is a modern, collaborative workspace designed to facilitate teamwork and innovation.
Office Location(s): 633 Folsom Street, Suite 100, San Francisco, California 94107, US
Geographic Context:
- The San Francisco Bay Area is a major tech hub, with a diverse and dynamic job market.
- The region offers a high cost of living, but also ample opportunities for professional growth and networking.
- San Francisco is known for its vibrant culture, diverse communities, and numerous outdoor activities.
Work Schedule: Full-time, with an office-centric hybrid schedule (Monday, Tuesday, Thursday in-office, Wednesday and Friday remote).
ASSUMPTION: Candidates who enjoy working in a fast-paced, collaborative environment and are comfortable with a hybrid work arrangement will find Asana’s San Francisco office an ideal fit.
💼 Interview & Application Insights
Typical Process:
- Phone screen with a recruiter to discuss the role and assess cultural fit.
- Video call with the hiring manager to dive deeper into the role and responsibilities.
- Case study or project assessment to evaluate problem-solving skills and strategic thinking.
- Final video call with senior leadership to discuss career growth and next steps.
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Analytical skills and data-driven decision-making
- Cross-functional collaboration and communication skills
- Cultural fit and alignment with Asana’s values
Application Tips:
- Tailor your resume and cover letter to highlight your experience with paid lead generation, digital channels, and marketing automation platforms.
- Prepare for behavioral interview questions that focus on your experience with scaling lead gen programs, optimizing paid media budgets, and collaborating with cross-functional teams.
- Research Asana’s products, competitive landscape, and industry trends to demonstrate your understanding of the role and the company.
ATS Keywords: Paid Media, Lead Generation, Digital Channels, Marketing Automation, Salesforce, Marketo, Cross-Functional Collaboration, Data-Driven Decision Making, B2B Tech Marketing
ASSUMPTION: Asana’s interview process is designed to assess both technical skills and cultural fit, with a focus on strategic thinking, analytical skills, and strong communication.
🛠️ Tools & Technologies
- Salesforce
- Marketo
- Google Analytics
- Adobe Creative Suite
- Asana’s proprietary work management platform
ASSUMPTION: Familiarity with these tools and technologies is preferred, but not required. Asana provides training and resources to help employees develop the skills they need to succeed in their roles.
👔 Cultural Fit Considerations
Company Values:
- Embrace the challenge
- Be an owner
- Act with integrity
- One team, one dream
- Prioritize well-being
Work Style:
- Collaborative and team-oriented
- Data-driven and analytical
- Adaptable and resilient
- Strategic and forward-thinking
- Committed to continuous learning and improvement
Self-Assessment Questions:
- How do you embrace challenges and prioritize well-being in your work?
- Can you provide an example of a time when you acted with integrity and made a difficult decision?
- How do you collaborate effectively with cross-functional teams to drive results?
ASSUMPTION: Candidates who align with Asana’s values and work style will be most successful in this role and within the company’s culture.
⚠️ Potential Challenges
- The role requires a high degree of cross-functional collaboration and communication, which can be challenging in a matrixed environment.
- The role involves managing a multi-million-dollar global media investment, which requires strong financial acumen and accountability.
- The role requires a deep understanding of B2B lead generation strategies and tactics, as well as a strong familiarity with digital channels and marketing automation platforms.
- The role may require occasional travel to Asana’s other offices and client sites.
ASSUMPTION: Candidates who are strong communicators, comfortable operating in a matrixed environment, and experienced in B2B lead generation will be best equipped to overcome these challenges.
📈 Similar Roles Comparison
- This role is unique in its focus on paid lead generation for Asana’s Corporate and Enterprise segments, with a primary focus on driving high-quality lead generation and pipeline growth.
- While similar roles may exist in other companies, Asana’s focus on work management and productivity tools sets it apart in the industry.
- Career paths for this role may include progression into broader leadership positions within the marketing team or across the organization.
ASSUMPTION: Candidates who are interested in the software development industry and Asana’s unique focus on work management and productivity tools will find this role an attractive fit.
📝 Sample Projects
- Developing and executing a comprehensive lead generation strategy for Asana’s Corporate and Enterprise segments, including integrated campaigns across paid channels and tailored creative approaches by segment.
- Conducting a thorough audit of Asana’s paid media programs and optimizing performance across key stages of the funnel, including MQL quality, conversion rates, pipeline contribution, and ROI.
- Collaborating with cross-functional teams to develop and launch a new product or feature, with a focus on driving adoption and engagement among target audiences.
ASSUMPTION: These sample projects are designed to illustrate the strategic and tactical aspects of the role, and may vary based on the specific needs and priorities of the organization.
❓ Key Questions to Ask During Interview
- How does this role fit into the broader marketing strategy for Asana’s Corporate and Enterprise segments?
- Can you describe the team structure and dynamics within the marketing organization, and how this role will collaborate with other teams and stakeholders?
- How does Asana support the professional development and career growth of its employees, particularly in the marketing team?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Asana measure and optimize the performance of its paid media programs, and what tools and technologies are used to facilitate this process?
ASSUMPTION: These questions are designed to help candidates better understand the role, the team, and the company, and to assess whether the opportunity aligns with their career goals and expectations.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your experience with paid lead generation, digital channels, and marketing automation platforms.
- Prepare for behavioral interview questions that focus on your experience with scaling lead gen programs, optimizing paid media budgets, and collaborating with cross-functional teams.
- Research Asana’s products, competitive landscape, and industry trends to demonstrate your understanding of the role and the company.
- Follow up with the hiring manager one week after submitting your application to express your interest in the role and inquire about next steps in the interview process.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
