EMEA Campaigns Manager Interview Process at Asana

The EMEA Campaigns Manager position at Asana is a key role within their Revenue Marketing team, responsible for driving impactful marketing campaigns across the Europe, Middle East, and Africa (EMEA) region. Based on my experience interviewing for this position and insights shared by other candidates, I can provide a detailed guide to the interview process, expectations, and tips for preparation.

1. Resume Screening and Initial Contact

The first step in the Asana interview process for the EMEA Campaigns Manager role typically involves resume screening. The hiring team focuses on candidates with substantial experience in end-to-end campaign management, particularly in B2B marketing within the EMEA region. Key skills include:

• Experience in integrated campaigns, including digital, field marketing, and content creation.
• Familiarity with tools like Marketo, Salesforce, Google Workspace, and Tableau.
• Understanding of localization strategies, particularly scaling campaigns from global headquarters in San Francisco to the EMEA markets.
• Proficiency in English and French, with additional language skills like German being a plus.

Once your resume is shortlisted, the recruiter will reach out to discuss your background and motivations for the role.

2. Phone Screening

The initial phone screening is typically a 30-45 minute conversation with a recruiter or HR representative. This is an opportunity for them to assess:

• Cultural fit: Asana places a strong emphasis on teamwork, collaboration, and a growth mindset. Be ready to discuss how your experience aligns with their values such as radical inclusion, clarity, and doing great things fast.
• Experience: Expect to go over your campaign management experience, especially in a multi-market environment like EMEA. They will want examples of how you’ve successfully adapted global campaigns for local markets and managed relationships with various teams (field marketing, product marketing, and sales).
• Logistical aspects: Discuss your fluency in languages (especially French), experience with project management, and your availability.

3. Technical/Skills Assessment

After passing the phone screen, the next step may involve a skills assessment, where you’ll be tested on your knowledge and ability to execute integrated campaigns. This could include:

• Campaign planning: You might be asked to devise a campaign strategy tailored for a specific EMEA market. For example, you could be given a scenario where Asana is launching a new product in a French-speaking country and need to develop a localized campaign plan.
• Content adaptation: Expect questions on how you would take global content assets and adapt them to EMEA’s diverse cultures and languages. Asana places importance on maintaining brand consistency while ensuring the campaign resonates with local audiences.
• Metrics: You may be asked to demonstrate how you measure campaign success. Be prepared to discuss KPIs, ROI, and your experience with tools like Salesforce or Marketo to track performance.

4. Onsite Interviews (or Virtual Onsite)

The onsite interview usually consists of 3-4 rounds, lasting around 45 minutes each. Since Asana is an office-centric hybrid workplace, expect some in-person interviews at their Paris office (with flexibility depending on location). These rounds typically cover:

• Campaign Strategy and Execution: Be ready to discuss real-life examples of your campaign management, from ideation to execution. Asana will likely test how you approach integrating local nuances into a global strategy and adapting content for EMEA.

  • Example: “How would you localize a global webinar campaign in EMEA, particularly for French and German-speaking regions?”

• Cross-functional Collaboration: Collaboration is key at Asana, so expect behavioral questions around working with cross-functional teams (such as Product Marketing, Sales, Paid Media). You might be asked how you’ve worked with different teams to ensure campaigns align with overarching business goals.

  • Example: “Tell us about a time you collaborated with the field marketing team to execute a campaign in EMEA. What challenges did you face and how did you overcome them?”

• Problem Solving: You may also face a problem-solving exercise, where you must handle a hypothetical campaign issue (e.g., underperforming campaigns or tight deadlines).

  • Example: “Our EMEA campaigns have seen a drop in engagement. How would you approach diagnosing the issue and optimizing the campaign?”

• Leadership and Influence: As an experienced manager, they’ll assess your leadership style and ability to influence cross-functional teams without direct authority. Expect questions like:

  • “How do you manage stakeholders when launching large-scale campaigns?“

5. Final Interview

In the final round, you may meet with the Head of International Field Marketing or senior leadership. This conversation is more about cultural alignment, long-term vision, and strategic fit within Asana’s global marketing framework.

• Discuss your approach to scaling marketing efforts from the U.S. to the EMEA region and ensuring global consistency while catering to local markets.
• Expect questions around Asana’s product and how you would leverage the platform in marketing efforts. Be familiar with how Asana helps teams stay organized and productive, and be prepared to articulate how this could resonate in the EMEA market.
  • Example: “Given Asana’s product offering, how would you position it differently for enterprise customers in Germany vs. small businesses in France?“

6. Offer and Negotiation

If successful, you’ll receive an offer which includes:

• Base salary: Ranges between €84,000 - €106,000 annually, with adjustments based on experience and market conditions.
• Benefits: These include health and wellness programs, career coaching, flexible work schedules, and more. You can also discuss equity and performance-based incentives depending on the role’s structure.

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Key Skills and Attributes for Success

• Campaign management expertise in the EMEA region.
• Strong project management skills using tools like Asana, Salesforce, and Marketo.
• Ability to localize global content while maintaining brand consistency.
• High emotional intelligence and the ability to foster cross-team collaboration.
• Proficiency in English and French, with additional languages like German seen as a strong asset.

Tips for Preparation

• Understand the EMEA market: Asana operates in multiple countries across Europe, the Middle East, and Africa, and each has unique market needs. Be prepared to discuss how you would adapt campaigns across diverse markets.
• Familiarize yourself with Asana’s tools: Knowledge of Asana, Google Workspace, and Salesforce will help during the interview process.
• Provide data-driven examples: Asana values results, so be ready to discuss how your campaigns have impacted metrics such as leads, engagement, and revenue.