Principal Product Manager, AI Growth

About the Role

The Product Management team at Asana drives the product strategy and execution, translating customer needs into a compelling roadmap and delivering impactful solutions for team productivity and collaboration. We are defining the Work Management category and inventing new ways for teams to work more efficiently. Our team collaborates directly with Engineering, Design, Experience Research, Data Science, Marketing, Sales, Support, and GTM teams to ship great products. You will engage in all aspects of product work, from strategy to process improvements, conceptualizing, launching, and iterating on Asana for millions of teams globally.

Asana is transitioning to an AI-first organization, with AI consumption revenue and AI Teammates as core to our future. We are seeking a visionary Principal PM to redefine human-AI collaboration through vertical-specific, high-impact workflows.

While approximately 25% of the role involves managing Asana's discovery and representation across major LLMs, 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. Standard in-office days are Monday, Tuesday, and Thursday. Most Asanas can work from home on Wednesdays. Working from home on Fridays depends on your work type and team partnerships.

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 Asana's surfacing 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 new user discovery and platform adoption.

About you

• 8–10+ years of product management experience, with a focus on growth at B2B SaaS companies.
• Proven track record in driving top-of-funnel acquisition and activation strategies.
• Deep experience with AI/ML products, LLM APIs, or third-party platform integrations like ChatGPT or Claude.
• Strong analytical foundation with expertise in experimentation, A/B testing, and full-funnel optimization.
• Strategic business acumen used to balance user experience with evolving AI-driven revenue models.
• Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making.