General Manager & VP, Asana for Services Management

About the position

As the Vice President of Asana Services Management & Incubation GTM, you’ll own Product Management, GTM strategy, and the incubation Sales Engineering / Forward Deployed team for Asana Service Management, Asana’s most promising 0→1 product. Asana Service Management unifies ticketing and project execution for IT, HR, facilities, and other service teams to resolve key issues without human touch. This is a rare role with a direct reporting line across both Product Management and Sales Engineering / Forward-Deployed Engineering, combined with full P&L responsibility. In this high-leverage VP-level role, you will act as an entrepreneurial leader. You will sit at the intersection of sales, technical execution, and product development—owning the GTM strategy, engaging directly with mid-market customers to close business, and translating front-line market insights into a concrete product roadmap and product execution. This is a \"player-coach\" role designed for someone who thrives in ambiguity and knows how to scale a technical GTM motion within a fast-growing SaaS environment.

Responsibilities

• Drive Incubation GTM Strategy: Architect and execute the global commercial and go-to-market strategy for Asana for Service Management, taking it from early-stage concepts to repeatable, revenue-generating engines.
• Engage with Customers & Assist in Closing Deals: Serve as a key executive sponsor and technical seller on strategic deals, regularly interfacing with enterprise customers to understand their complex workflows and build trust.
• Own Product Roadmap and Product Execution: Act as the strategic voice of the market; synthesize deep customer feedback, competitor gaps, and field insights to define, prioritize and execute on the product roadmap.
• Foster Cross-Functional Alignment: Bridge the gap internally between Sales, Product, Engineering, and Customer Success to ensure seamless execution of the services growth strategy.
• Establish Metrics and Guardrails: Define, monitor, and optimize key performance indicators (KPIs) for the SE/FDE teams, incubation sales velocity, and partner services attach rates.

Requirements

• Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making.
• 12+ years of experience in a Senior Director or VP-level capacity leading technical GTM, Product Management and/or Solutions Engineering within a prominent B2B SaaS environment (ideally within the ITSM, ESM spaces).
• A highly entrepreneurial, proactive builder who is comfortable operating with ambiguity and possesses a strong \"player-coach\" mentality—willing to roll up your sleeves to map out a technical architecture or pitch to a CIO.
• Strong background managing highly technical field resources (SEs, FDEs, or Solutions Architects) and a deep understanding of enterprise integrations, APIs, and SaaS architecture.
• Proven track record of translating complex customer and market needs into structured, actionable product requirements and priorities.
• Demonstrated success selling to the IT buyer, managing a business unit's P&L, and designing scalable GTM frameworks.
• Exceptional ability to distill highly technical concepts into clear, value-driven narratives for executive stakeholders, cross-functional partners, and customers alike.

Nice-to-haves

• Formal Product Management (PM) experience is optional but preferred.

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 your dietary preferences