Head of Web Strategy and Services

Head of Web Strategy and Services

We’re looking for a Head of Web Strategy & Services to join our team in Vancouver and own asana.com as our front door and as a measurable driver of web conversion and sales pipeline. The Asana Marketing team is responsible for fueling business growth and building a brand customers love, partnering across the business to create a holistic digital strategy that ensures our website looks, performs, and drives measurable results in telling Asana’s story to the world. In this role, you will set the strategy for how key personas discover, understand, and navigate the site, while leading web strategy, localization, web platform (CMS), and the engineering capacity that brings it to life.

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.

What you’ll achieve

• Set a customer-journey-led vision for asana.com that makes our multi-product portfolio clear for every key persona, from new visitors to trial users and enterprise customers.

• Own the website's contribution to web conversion and pipeline, establishing a robust measurement framework and analytics practice that makes performance visible across the business.

• Build and prioritize the global web roadmap by synthesizing user research, analytics, experimentation, and cross-functional stakeholder input.

• Establish operational rigor across planning, intake, prioritization, and release cycles, ensuring the website ships quickly while maintaining high quality and governance.

• Drive an AI-first web operations model, integrating AI tools to accelerate content workflows, QA, localization, and data analysis.

• Oversee the web platform (CMS) architecture and roadmap, optimizing site performance, reliability, Core Web Vitals, and operational costs.

• Lead and support the web engineering and localization teams, setting technical delivery standards and ensuring international visitors receive an exceptional localized experience.

• Partner cross-functionally with Product Marketing, Demand Generation, SEO, Paid Media, Data Science, and Brand Design to align business priorities with customer needs.

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 track record leading web or digital strategy for complex, multi-product B2B SaaS websites, with measurable impact on conversion rates and sales pipeline.

• People leadership experience managing multi-disciplinary or technical teams, including web platform engineers, developers, and agency partners.

• Strong fluency across modern web architecture, CMS platforms, site performance, Core Web Vitals, and technical delivery workflows.

• Deep grounding in user journeys, persona-based messaging, and customer research, using experimentation and web analytics to guide priorities.

• Demonstrated experience scaling international web experiences and localization strategies across multiple global regions.

• Collaborative leadership style with the ability to influence cross-functional leaders, balance competing organizational inputs, and advocate for user experience.

At Asana, we're committed to building teams that include a variety of backgrounds, perspectives, and skills, as this is critical to helping us achieve our mission. If you're interested in this role and don't meet every listed requirement, we still encourage you to apply.

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 $210,000 -$250,000 CAD. 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 recruiter 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 recruiter 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.

We believe in supporting people to do their best work and thrive. Our goal is to ensure that Asana upholds an environment where all people feel that they are respected and valued, whether they are applying for an open position or working at the company. We provide equal employment opportunities to all applicants without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by law.

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