Principal Product Manager, AI Activation and Partnerships

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.

We’re looking for a Principal Product Manager to define Asana’s growth strategy as users increasingly discover and adopt software through LLM interfaces like ChatGPT, Claude, and Gemini. With millions of knowledge workers now starting their workday in conversational AI tools, we’re at an inflection point in how productivity software reaches users. You’ll own Asana’s acquisition playbook for the emerging LLM-driven channels.

As part of the PLG organization, you’ll drive how new users discover, learn about, and decide to start using Asana through third-party LLM channels. You’ll own critical partnerships with OpenAI, Anthropic, and Google, defining both strategy and execution to capture this massive opportunity. 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.

• Define and own Asana’s LLM acquisition strategy. You’ll shape how Asana shows up in ChatGPT, Claude, and Gemini as users increasingly start their workflows through conversational AI interfaces, pioneering acquisition patterns where none exist today.
• Lead product strategy and execution for OpenAI, Anthropic, and Google integrations. You’ll partner closely with our BD team on partnership strategy while owning the end‑to‑end user experience that drives acquisition through.
• Build and optimize the LLM‑to‑trial journey. Design experiments and features that convert users who discover Asana through LLM interfaces.
• Own and deliver on growth KPIs including new user acquisition through LLM channels, LLM‑to‑trial conversion rate, activation rate of LLM‑sourced users, and overall funnel health from LLM discovery to product adoption.
• Invent the for acquisition. This is a 0→1 opportunity with no established best practices. You’ll define strategies that will shape how work management products grow in the age of LLM interfaces.

• 6-10 years of product management experience, with majority in growth‑focused roles at B2B SaaS companies
• Proven track record driving acquisition and activation for B2B SaaS products, with specific experience in top‑of‑funnel growth and new user acquisition.
• 0→1 builder mentality. You’ve demonstrated the ability to thrive in highly ambiguous environments where you’re inventing new playbooks rather than executing existing ones. You’re energized by pioneering work.
• Experience with AI/ML products, LLM APIs, or third‑party platform integrations. Strong preference for candidates who’ve worked with conversational AI or built features integrating ChatGPT, Claude, or similar platforms.
• Strong analytical foundation with deep fluency in experimentation, A/B testing, and funnel optimization.
• Exceptional cross‑functional leadership. You write crisply, tell clear stories, and can influence across engineering, design, partnerships, sales, and executive stakeholders. You bring clarity to ambiguity.
• Strategic business acumen to balance user experience with revenue objectives while translating emerging technology trends into actionable product strategy.
• Genuine AI enthusiasm. You’re curious, adaptable,…