Strategic Commercial Counsel, Procurement (SaaS)

Asana's story begins with two bright minds at Facebook, Dustin Moskovitz, a co-founder of the social media giant, and Justin Rosenstein, an engineering lead. While revolutionizing social networking, they encountered a common yet significant hurdle within their own teams: 'work about work.' This referred to the endless stream of emails, meetings, and status updates that, while intended to coordinate efforts, often became a distraction from the actual tasks at hand. They recognized the need for a tool that could bring clarity and focus to team collaboration, a way to manage projects and tasks seamlessly without the surrounding noise. This realization sparked the idea for a new kind of productivity tool, one they initially developed for internal use at Facebook, called Tasks.

In 2008, driven by the conviction that their solution had broader applications and could help teams everywhere achieve their goals more effectively, Moskovitz and Rosenstein left Facebook to embark on a new venture: Asana. Their mission was ambitious yet straightforward: to help humanity thrive by enabling all teams to work together effortlessly. The name 'Asana,' a Sanskrit term for a yoga pose, was chosen to reflect the balance, focus, and flow they aimed to bring to the world of work. After a period of intensive development and refinement, Asana officially launched out of beta in November 2011, offering its platform for free. The commercial version followed in April 2012, marking a significant milestone in the company's journey. From its headquarters in San Francisco, Asana began its ascent, steadily gaining traction among businesses of all sizes looking for a better way to organize, track, and manage their work. The platform's intuitive design, coupled with its powerful features for project management, task assignment, and progress tracking, resonated with a growing user base across diverse industries. Over the years, Asana has continued to innovate, introducing mobile applications, expanding its feature set with capabilities like Goals, Portfolios, and Workload, and integrating with a multitude of other essential business tools, solidifying its position as a leading work management platform.