📌 Core Information
🔹 Job Title: Product Marketing Manager, SMB
🔹 Company: Asana
🔹 Location: San Francisco, California, United States
🔹 Job Type: Full-time, Hybrid (Office-centric, 3 days/week)
🔹 Category: Marketing
🔹 Date Posted: May 7, 2025
🔹 Experience Level: 5-7+ years
🔹 Remote Status: Office-centric hybrid
🚀 Job Overview
Key aspects of this role include:
- Developing sharp, differentiated messaging and positioning tailored for SMB buyers.
- Launching and managing integrated campaigns that drive awareness and conversion with net new SMB accounts.
- Partnering closely with the GM of SMB and Sales leadership to create scalable sales plays and enablement materials.
- Identifying high-potential segments within SMB and tailoring programs to accelerate growth.
ASSUMPTION: This role requires a strong understanding of the SMB buyer mindset and the ability to move quickly to capture attention and build trust.
📋 Key Responsibilities
✅ Own the marketing strategy to win the SMB market, focusing squarely on new logo acquisition.
✅ Develop messaging and positioning that resonates with SMB buyers and differentiates Asana from competitors.
✅ Launch and manage integrated campaigns that drive awareness and conversion with net new SMB accounts.
✅ Partner closely with the GM of SMB and Sales leadership to create scalable sales plays and enablement materials.
✅ Identify high-potential segments within SMB and tailor programs to accelerate growth.
✅ Build a library of assets including pitch decks, one-pagers, and customer stories to support acquisition efforts.
✅ Monitor competitive trends and customer insights to keep our strategy relevant and high-impact.
✅ Track campaign performance and iterate quickly to maximize ROI.
ASSUMPTION: Success in this role will depend on the candidate's ability to understand the unique needs of SMB buyers, build differentiated positioning, and enable Sales with the right tools to win quickly.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field. (ASSUMPTION: A relevant master's degree may be beneficial but is not required.)
Experience: 5-7+ years of experience in product marketing, with a strong emphasis on net new acquisition and growth marketing.
Required Skills:
- Deep understanding of the SMB buyer mindset.
- Proven success launching go-to-market strategies, from messaging to execution.
- Ability to partner with Sales to drive pipeline and support reps with impactful collateral and plays.
- Creative thinker who knows how to move fast, test ideas, and optimize for impact.
- Strong communication and collaboration skills.
Preferred Skills:
- Experience in SaaS, growth-stage companies, or direct experience in SMB-focused roles.
ASSUMPTION: While not explicitly stated, experience in the software industry or with SMB-focused roles would be beneficial for this position.
💰 Compensation & Benefits
Salary Range: $182,000 - $207,000 per year (ASSUMPTION: This range is estimated based on industry standards for a Product Marketing Manager role with 5-7 years of experience in the San Francisco Bay Area.)
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, typically 40 hours per week. (ASSUMPTION: Hours may vary based on project demands and work-life balance initiatives.)
ASSUMPTION: Asana offers competitive benefits packages that support employees worldwide and include various mental health, wellness, and career development initiatives.
📌 Applicant Insights
🔍 Company Context
Industry: Software Development, specifically work management and productivity software.
Company Size: 1,001-5,000 employees. (ASSUMPTION: Asana is a mid-sized company with a well-established product and team, offering opportunities for growth and collaboration.)
Founded: 2008. (ASSUMPTION: Asana has been in the market for over a decade, providing stability and experience.)
Company Description:
- Asana helps teams orchestrate their work, from small projects to strategic initiatives.
- Millions of teams around the world rely on Asana to achieve their most important goals, faster.
- Asana has been named a Top 10 Best Workplace for 5 years in a row and is Fortune's #1 Best Workplace in the Bay Area.
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 employee well-being and company culture.
📊 Role Analysis
Career Level: Mid-level to senior-level marketing role, with opportunities for growth and advancement.
Reporting Structure: This role reports directly to the GM of SMB and works closely with Sales and Marketing teams. (ASSUMPTION: The candidate will have significant influence on the SMB marketing strategy and will collaborate with various teams to drive success.)
Work Arrangement: Hybrid, office-centric (3 days/week in the office, 2 days/week remote).
Growth Opportunities:
- Asana's rapid growth and expansion present opportunities for career advancement and increased responsibilities.
- Collaborating with cross-functional teams offers the chance to learn new skills and gain exposure to different aspects of the business.
- Proving oneself in this role could lead to increased influence and leadership opportunities within the SMB marketing team or the broader organization.
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a substantial impact on Asana's SMB marketing strategy.
🌍 Location & Work Environment
Office Type: Asana's San Francisco office is a modern, collaborative workspace designed to foster productivity and creativity.
Office Location(s): 633 Folsom Street, Suite 100, San Francisco, California 94107, US
Geographic Context:
- San Francisco is a major tech hub with a vibrant startup scene and numerous networking opportunities.
- The city offers a diverse range of cultural attractions, dining options, and outdoor activities.
- San Francisco has a Mediterranean climate, with mild, wet winters and dry, warm summers.
Work Schedule: Monday, Tuesday, Thursday (in-office), Wednesday, Friday (remote).
ASSUMPTION: Asana's office-centric hybrid schedule encourages in-person collaboration and team-building while offering flexibility for remote work.
💼 Interview & Application Insights
Typical Process:
- Initial phone or video screen with a Talent Acquisition Partner.
- Behavioral and skills-based interviews with cross-functional team members.
- Final interview with the hiring manager or a panel of stakeholders.
- Background check and offer extension.
Key Assessment Areas:
- Understanding of the SMB buyer mindset and market trends.
- Ability to develop compelling messaging and positioning.
- Campaign management and execution skills.
- Collaboration and communication skills, particularly with cross-functional teams.
Application Tips:
- Tailor your resume and cover letter to highlight your experience with SMB marketing, go-to-market strategies, and sales enablement.
- Prepare examples of successful campaigns or projects that demonstrate your ability to drive growth and acquisition.
- Research Asana's products, competitors, and market position to showcase your understanding of the industry and company.
ATS Keywords: SMB marketing, go-to-market strategy, sales enablement, campaign management, product marketing, growth marketing, buyer personas, messaging framework, competitive analysis, customer insights, market segmentation, ROI optimization.
ASSUMPTION: Asana's application process is designed to assess the candidate's skills, experience, and cultural fit, with a focus on driving growth and acquisition in the SMB market.
🛠️ Tools & Technologies
- Asana's project management platform
- Marketing automation tools (e.g., Marketo, HubSpot)
- Campaign analytics tools (e.g., Google Analytics)
- Design and presentation tools (e.g., Adobe Creative Suite, PowerPoint)
ASSUMPTION: Asana's marketing team uses a combination of project management, marketing automation, analytics, and design tools to execute campaigns and track performance.
👔 Cultural Fit Considerations
Company Values:
- Act with integrity
- Be a force multiplier
- Seek to understand
- Act with urgency
- Embrace change
Work Style:
- Collaborative and cross-functional
- Data-driven and results-oriented
- Adaptable and responsive to change
- Focused on driving growth and acquisition
Self-Assessment Questions:
- How do you approach understanding the unique needs and pain points of SMB buyers?
- Can you provide an example of a successful go-to-market strategy you've developed and executed?
- How do you prioritize and manage multiple projects and deadlines in a fast-paced environment?
ASSUMPTION: Asana values candidates who align with their core values, embrace a collaborative work style, and demonstrate a strong understanding of the SMB market and Asana's products.
⚠️ Potential Challenges
- Managing multiple campaigns and projects simultaneously may require strong organizational skills and time management.
- Working with cross-functional teams may present communication and collaboration challenges that require proactive management.
- Asana's rapid growth and expansion may present unexpected changes or priorities that require adaptability and flexibility.
- Competing with established competitors in the SMB market may require innovative strategies and continuous learning.
ASSUMPTION: While this role presents numerous opportunities for growth and impact, it also comes with challenges that require strong skills, adaptability, and a proactive approach.
📈 Similar Roles Comparison
- Unlike other product marketing roles, this position focuses exclusively on the SMB market, requiring a deep understanding of SMB buyer behavior and market trends.
- Asana's growth-stage company status offers opportunities for significant impact and career advancement that may not be available in more established organizations.
- This role's focus on new logo acquisition and growth marketing differentiates it from other product marketing positions, which may focus more on product launches or feature adoption.
ASSUMPTION: This role's unique focus on the SMB market and growth marketing presents a distinct opportunity for candidates with relevant experience and a passion for driving acquisition and growth.
📝 Sample Projects
- Developing a comprehensive messaging framework and buyer personas for Asana's SMB target market.
- Launching a multi-channel campaign to drive awareness and conversion with net new SMB accounts, utilizing email, social media, and targeted advertising.
- Creating a library of sales enablement materials, including pitch decks, one-pagers, and customer stories, to support Asana's SMB sales team.
ASSUMPTION: These sample projects illustrate the types of initiatives the successful candidate will undertake to drive growth and acquisition in Asana's SMB market.
❓ Key Questions to Ask During Interview
- How does Asana differentiate its product offerings from competitors in the SMB market?
- Can you describe the team structure and dynamics of the SMB marketing team and how this role fits within it?
- How does Asana support the professional development and growth of its employees, particularly in marketing roles?
- What are the most significant challenges facing Asana's SMB marketing efforts, and how can this role address them?
- How does Asana's office-centric hybrid schedule foster collaboration and team-building, and what resources are available to support remote work?
ASSUMPTION: Asking these questions will help the candidate better understand Asana's SMB marketing strategy, team dynamics, and company culture, enabling them to make an informed decision about the role.
📌 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 SMB marketing, go-to-market strategies, and sales enablement.
- Prepare examples of successful campaigns or projects that demonstrate your ability to drive growth and acquisition.
- Research Asana's products, competitors, and market position to showcase your understanding of the industry and company.
- If you're selected for an interview, be prepared to discuss your approach to understanding the SMB buyer mindset, developing messaging frameworks, and managing campaigns. Follow up with the hiring team one week after submitting your application to inquire about your application status.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
