Product Marketing Manager, Regulated Industries

The Asana marketing team is focused on driving growth and building a brand that customers love. We focus not only on driving ARR/pipeline and acquiring users, but also on creating content and campaigns targeted to net new accounts and nurturing existing teams to drive upgrades. Our team is growing rapidly and includes team members focused on revenue marketing, product marketing, content creation, partnerships, ads, and lifecycle marketing.

In this role, you'll drive our global strategy to grow and nurture customer relationships across Public Sector and Financial Services—two of our highest-priority regulated industries. Your ability to build value in highly regulated markets will be essential. This includes navigating complex compliance requirements while crafting compelling value propositions will be critical as you position Asana Gov (our FedRAMP-compliant solution) and our broader platform to government agencies and financial institutions.

You'll become a trusted advisor by combining deep knowledge of regulatory frameworks (FedRAMP, FISMA, SOC 2, FINRA) with strategic GTM expertise to create impactful sales plays, certification-ready content, and industry-specific demo environments. Success in this position requires strong collaboration with Revenue, Product, Legal, Security, and Field Marketing teams as you execute compliance-focused programs and drive revenue growth in these mission-critical sectors.

This role is based in our New York of 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:

• Position and launch Asana Gov as the go-to work management platform for federal, state, and local government agencies, building awareness of FedRAMP compliance capabilities and securing early design partner wins

• Create industry-focused sales plays, objection handlers, and ROI frameworks that address unique procurement processes, security requirements, and compliance concerns in both Public Sector and Financial Services

• Align with Government and Financial Services Sales Leaders to design always-on industry programs, including partnership strategies with systems integrators and presence at key industry events (NASCIO, AFCEA, SIFMA)

• Develop event keynotes, whitepapers, compliance documentation, and vertical-specific demo libraries that demonstrate measurable outcomes for CIOs, IT Directors, and Compliance Officers

• Monitor regulatory changes, analyze competitive positioning (especially Monday.com Gov, Smartsheet Gov), and inform Product, Sales, and Solutions teams of macro industry movements affecting our GTM strategy

• Track key metrics including pipeline generation, certification completion rates, and deal velocity to demonstrate marketing program effectiveness and inform investment decisions

About you:

• 7+ years of product marketing experience in enterprise software, (direct experience in regulated industries ie. Government, Financial Services, Healthcare a plus)

• Deep familiarity with compliance frameworks such as FedRAMP, FISMA, StateRAMP, SOC 2, or financial services regulations (FINRA, SEC, GDPR), with ability to translate technical requirements into customer value propositions

• Takes initiative and moves quickly to capitalize on market opportunities while maintaining the rigor required for regulated environments

• Proven track record developing industry-specific messaging and content that resonates with C-suite and senior government decision-makers (CIOs, IT Directors, Agency Heads, Compliance Officers)

• Built and executed successful marketing programs that directly contributed to pipeline generation and revenue growth in complex, long-cycle enterprise sales environments

• Strong analytical skills with ability to translate data insights, market trends, and customer feedback into actionable GTM strategies

• Exceptional collaboration skills with experience partnering across Sales, Product, Legal, Security, and Customer Success teams to drive coordinated go-to-market execution

• Proven ability to manage multiple high-stakes priorities, coordinate complex cross-functional initiatives, and meet deadlines in fast-paced environments

• Experience with government procurement processes (GSA Schedules, RFP responses) and/or financial services buying committees

• Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making

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 $182,000 - $207,000. 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:

• 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

These are just some of the benefits we offer, and benefits may vary based on role, country, and local regulations. 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.

#LI-Hybrid

About us

Asana is a leading platform for human + AI collaboration. Millions of teams around the world rely on Asana to achieve their most important goals, faster. Asana has been named to Fortune's Best Workplaces for 7+ years and recognized by Fast Company, Forbes, and Gartner for excellence in workplace culture and innovation. We offer an exceptional office-centric culture while adopting the best elements of hybrid models to ensure that every one of our global team members can work together effortlessly. With 13+ offices all over the world, we are always looking for individuals who care about building technology that drives positive change in the world and a culture where everyone feels that they belong.

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