General Manager & VP, Asana for Services Management

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. This role is based in our San Francisco 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. What you’ll achieve 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. About you Demonstrates curiosity about AI tools and emerging technologies, with a willingness to learn and leverage them to enhance productivity, collaboration, or decision-making. Proven GTM Leadership: 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). The "Startup" Mindset: 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. Deep Technical Credibility: Strong background managing highly technical field resources (SEs, FDEs, or Solutions Architects) and a deep understanding of enterprise integrations, APIs, and SaaS architecture. Market-Driven Product Vision: While formal Product Management (PM) experience is optional but preferred, you have a proven track record of translating complex customer and market needs into structured, actionable product requirements and priorities. Commercial & Strategic Muscle Selling into IT Buyers: Demonstrated success selling to the IT buyer, managing a business unit's P&L, and designing scalable GTM frameworks. Masterful Communicator: Exceptional ability to distill highly technical concepts into clear, value-driven narratives for executive stakeholders, cross-functional part…