Product Marketing Manager, Regulated Industries

Asana•San Francisco, CA

8d•$182,000 - $207,000•Hybrid

About The Position

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.

Requirements

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

Responsibilities

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