Asana

The challenge

A newly public company needed enterprise credibility at global scale: executive relationships, structured customer voice, and a briefing capability that could keep pace with the field.

The approach

1. 01Led global customer advocacy and executive engagement across AMER, EMEA, APAC, and Japan with an 8-person global team and full budget ownership.
2. 02Founded Asana's Customer Advisory Board — recruiting C-suite advocates and designing board structure, governance, and agenda frameworks into a repeatable model for executive co-creation.
3. 03Built the Executive Briefing Center from the ground up: qualification criteria, Sales intake process, a rotating executive speaker bench, and day-of orchestration across 50+ annual briefings.
4. 04Co-owned briefing agenda design with Product Marketing — translating account discovery into tailored narrative arcs and tracking commitments to close with field leadership.
5. 05Embedded behavioral feedback loops and structured advocacy journeys across the end-to-end customer lifecycle.
6. 06Co-founded Blacksana, Asana's ERG for Black and Brown employees.

The outcome

• $26M in influenced revenue and $9M in new pipeline through integrated customer, ABM, and advocacy systems.
• CSAT up 107% via behavioral feedback loops built into the lifecycle.
• Executive briefings converting directly — including Benevity ($270K) and Greenpeace ($360K) closed in a single quarter.
• First-ever African American woman on Asana's revenue executive leadership team; recognized on the Forbes 30 Under 30 Enterprise Technology list in 2022.