Head of Self Serve Adoption & Retention Strategy

The Asana Marketing Team is responsible for fueling business growth and building a brand customers love. We create campaigns and content to attract new accounts and inspire current ones to grow with us. We continue to grow, with a global team focused on revenue and field marketing, product marketing, brand and content creation, advertising, and lifecycle marketing.

We are seeking a dynamic and experienced professional to join our team as the Head of Self Serve Adoption & Retention Strategy. In this strategic role, you will be responsible for driving and optimizing our product-led growth initiatives, while working in close partnership with our Product team. You will oversee the operations and strategy for our PLG efforts, collaborating closely with cross-functional teams to accelerate user acquisition, conversion, and retention. As the Head of Self Serve Adoption & Retention Strategy, you will play a crucial role in shaping our company's growth trajectory and driving measurable business outcomes.

**This role is based in our San Francisco office with an office-centric hybrid schedule.** Along with most Asanas, you’ll work from this office in person on Mondays, Tuesdays, and Thursdays. Most Asanas have the option to work from home on Wednesdays and Fridays. If you're interviewing for this role, your Talent Acquisition Partner will share more about the in-office requirements. 

What you’ll achieve

• Lead cross-functional teams focused on improving customer adoption and retention, with a focus on reducing churn from self serve customers
• Collaborate closely with Product, Marketing, and Customer Success teams to develop and implement scalable education and adoption strategies and initiatives
• In close collaboration with the Product Growth and Customer Experience teams, set and continuously iterate on the overall strategy for Product-Led adoption and retention
• Identify key areas for Adoption & Retention team members to dig in and build strategic plans, then coach, advise, and directly manage the team as they execute with cross-functional partners 
• Work closely with Analytics and Data Science to monitor the self serve adoption and retention funnel, identify areas for improvement and surfacing new opportunities
• Lead cross-functional teams to execute growth experiments and A/B tests, and iterate on product features and experiences to optimize customer education, adoption, and retention

About you

• 10+ years of experience in management consulting, BizOps, Product, Growth, or similar metrics-driven strategic functions; some tech in-house experience required
• Deep experience and passion for Self Serve and Product-Led Growth (PLG), with particular interest and experience in driving customer education and adoption at scale
• Experience directly managing small teams, program managing the work of large cross-functional teams, and collaborating with senior cross-functional stakeholders
• Experience operationalizing strategic plans, including setting resourcing, navigating tradeoffs, and ensuring timely execution; experience with Product roadmaps is a plus
• Strong analytical and data-driven mindset, with the ability to derive insights from complex datasets and translate them into actionable strategies
• Excellent communication and presentation skills, including ability to simplify complex ideas and systems 
• Familiar with growth tools, analytics platforms, and CRM systems (e.g., Salesforce, Experience Cloud, Tableau, GrowthBook)

What we’ll offer

Our comprehensive compensation package plays a big part in how we recognize you for the impact you have on our path to achieving our mission. We believe that compensation should be reflective of the value you create relative to the market value of your role. To ensure pay is fair and not impacted by biases, we're committed to looking at market value which is why we check ourselves and conduct a yearly pay equity audit. 

For this role, the estimated base salary range is between $218,000 - $294,000. The actual base salary will vary based on various factors, including market and individual qualifications objectively assessed during the interview process. The listed range above is a guideline, and the base salary range for this role may be modified.

In addition to base salary, your compensation package may include additional components such as equity, sales incentive pay (for most sales roles), and benefits. If you're interviewing for this role, speak with your Talent Acquisition Partner to learn more about the total compensation and benefits for this role.

We strive to provide equitable and competitive benefits packages that support our employees worldwide and include: