Customer Marketing Team Director, Patient
Genentech
Summary
This Customer Marketing Team Director is integral to successfully delivering both 1Marketing and Rare Blood Disorders Team visions and priorities. This position will be primarily focused on Patients, specifically within Hemophilia, and be accountable for shaping the patient marketing strategy in highly competitive market, shaping people development and decision making as part of the Marketing Leadership Team, and managing a team of patient customer marketers.
Job description
Strategy
- Leverages expertise to translate high-level brand strategy into the development and execution of the customer strategy, tactical planning, and execution of all marketing campaigns, collaborating closely with the Therapeutic Area (TA) Marketer and supported by the Sr. Customer Marketer(s)
- Creates and delivers tailored and actionable omnichannel customer engagement, leveraging appropriate customer insights including customer journeys, personas, market/competitor insights and other data needed, collaborating closely with the TA Marketer
- Determines critical moments/barriers in the customer journey and develops content to overcome identified barriers
- Accountable for meeting short-term (90-day) and long-term (3-5 year) strategic goals for customers with measurable impact
- Coordinates and validates messaging of clinical and non-clinical strategy for customers
- Collaborates with Executive/Senior Marketing Director and TA Marketer(s) to influence the overall objectives and long-range goals for the brand
- Identifies and works regularly with both key internal network partners and external resources to ensure cross-marketing, cross-functional, and field alignment to customer strategy
Content
- Designs and executes seamless, well-integrated marketing campaigns across multiple marketing platforms and channels (including all field channels) for the customer
- Reviews and coaches Sr. and Jr. Customer Marketers on content, media, and measurement activities, including the tracking of cross-customer needs
- Plays a leadership role with agencies and the Promotional Review Committee (PRC), including Legal and Regulatory, to ensure development, approval, and pull-through of compliant and effective promotional tactics
Execution
- Accountable for high quality, compliant content execution across all marketing platforms, channels and relevant customer type
- Manages media budget, Agency of Record (AoR) spend, and oversees campaign performance through measurement and optimization
- Partners with analytics, operations, and field teams to measure marketing performance through leading, lagging, and customer satisfaction indicators to optimize campaigns and drive customer and business outcomes
- Leads initiatives that have broader organizational impact across the 1Marketing Function, impacting multiple TAs, and advancing progress towards our Commercial, Medical and Government Affairs (CMG) outcomes
- Pursues continuous professional development including latest innovative capabilities, platforms, or solutions to support customer marketing efforts
People
- Responsible for short and medium term capacity planning, enablement, project coaching and oversight of Customer Marketers
- Identifies key internal network partners and facilitates cross-marketing, cross-functional, and field alignment to ensure optimal deployment of campaigns and customer strategy
- Leads, develops and inspires a thriving Marketing Team and fosters belonging within and across teams
- Works autonomously to make decisions and act in close alignment with the full product value proposition, customer positioning, and Squad priorities
Requirements
- Bachelor's degree
- 8 years minimum work experience
- 6 years of commercial experience (sales, market access or customer insights)
- Two years of experience must be in marketing
- Experience with sole ownership of tactics or pieces
- Ability to articulate business problems, identify solutions and own content development from strategy through execution
- MBA or other related graduate level degree preferred
- Progressive years of Marketing experience preferred
- People leadership experience preferred
- Experience working in an omnichannel/digital marketing role
- Strong customer understanding including developing/utilizing personas, customer journeys, other segmentation tools
- Experience measuring success of investments, including campaign and content
- Experience in creating marketing strategies, plans and tactics that have strengthened market positioning
- Experience in or strong desire to gain launch experience
Benefits
- Discretionary annual bonus
- Hybrid schedule (3 days on campus)
Company overview
Genentech, founded in 1976 and now a member of the Roche Group, is widely recognized as the pioneer of the biotechnology industry. The company has been at the forefront of scientific innovation for nearly 50 years, using human genetic information to develop novel medicines for serious and life-threatening diseases. Genentech's transformational discoveries include the first targeted antibody for cancer and the first medicine for primary progressive multiple sclerosis. With over 10,000 employees, the company operates from its South San Francisco headquarters and maintains a strong focus on oncology, immunology, neuroscience, ophthalmology, and infectious diseases. Genentech continues to pursue groundbreaking science while maintaining its startup spirit within the Roche organization, consistently delivering on its promise to improve patients' lives through innovative biopharmaceutical solutions.