The Product Management team drives Asana’s product strategy and execution, translating customer needs and opportunities into a compelling roadmap and working cross-functionally to deliver impactful solutions for team productivity and collaboration. We’re helping to define the Work Management category and inventing new ways for teams to work more efficiently together and see the larger purpose behind their work. Our team works directly with Engineering, Design, Experience Research, and Data Science, as well as with Marketing, Sales, Support, and GTM teams to ship great products. You’ll take part in every type of product work here — from strategy to product to process improvements — conceptualizing, launching, and iterating on Asana itself for millions of teams around the world
Asana is pivoting to become an AI-first organization where AI consumption revenue and AI Teammates represent the core of our future. We are looking for a visionary Principal PM to lead the charge in redefining how humans and AI collaborate through vertical-specific, high-impact workflows
While you will manage how Asana is discovered and represented across major LLMs (representing roughly 25% of the role), your primary focus will be driving product-led growth (PLG) through industry-aligned AI experiences
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 Define and deliver verticalized use cases that AI Agents leverage across priority industries, translating workflows into AI-native experiences
Develop PLG motions that pioneer the "Copilot-to-Autopilot" journey, enabling autonomous AI Teammates to handle end-to-end workflows
Manage strategic partnerships with LLM providers to optimize how Asana surfaces in discovery environments, ensuring seamless entry for new users. Own and deliver on critical Growth KPIs, including AI Net ARR, AI Teammate adoption, and verticalized activation metrics
Operate with a 0→1 builder mentality to invent new playbooks for AI consumption revenue in a highly ambiguous environment
Influence cross-functional stakeholders in engineering, design, and executive leadership to align product strategy with emerging technology trends
Lead Asana's acquisition playbook for emerging LLM-driven channels to drive how new users discover and adopt the platform
About you 8–10+ years of product management experience, with a focus o