Senior Customer Marketing Manager (Organized Customer)

Why Genentech
​​​​​​​We’re passionate about delivering on Our Promise to improve the lives of patients and create healthier communities for all. We foster a culture of inclusivity, integrity and creativity while boldly pursuing answers to the world’s most complex health challenges and transforming society.
About this Marketing Position
The Rare Blood Disorders (RBD) marketing team maintains US disease area team accountability and Marketing Strategy in Hemophilia A (HemA) and in paroxysmal nocturnal hemoglobinuria (PNH). The Marketing organization influences decisions by establishing and communicating our full product value proposition across the full value chain, from payers, to health systems, to prescribers, to patients. Marketers are masterful storytellers - accountable to inform positioning using an insight-driven marketing strategy, deliver simple compelling customer-led content creation, and design outstanding integrated customer experiences in partnership with networked partners (e.g., Customer Engagement, Public Affairs and Access, and Digital, Data, and Analytics). Marketers strategically use resources and their network to drive patient outcomes for today’s innovations, and fuel tomorrow’s breakthroughs.
Organized customers can include Payers, Specialty Pharmacies (SPs), Hospital systems, Pharmacy Benefit Managers, Group Purchasing Organizations, Financial Decisionmakers and Practice Managers at Hemophilia Treatment Centers (HTCs)
This Sr. Customer Marketer position is integral to successfully delivering the Marketing Vision. This position will be primarily focused on Organized Customer/ B2B marketing within Rare Blood Disorders, with a focus in Hemophilia and potential future line extensions and NMEs in the RBD portfolio. Core responsibilities include, but are not limited to:
Maintaining and updating existing access marketing strategies and campaigns (personal and non-personal) to drive access for our products and patient support services
Supporting team in experimenting with and executing organized customer digital marketing efforts
Developing strategies to drive effective engagement and pull through with payers, HTCs, SPs and other Organized Customers, as well as HCPs and patients, to support patient access and non-clinical value creation
Partnering with our pricing, contracting and distribution team and cross-functional field and access partners on the development, execution and rollout of pricing and contracting strategies
Key Job Responsibilities
Strategy
Supports the development and execution of the customer strategy and the end-to-end integrated customer experience
Supports 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 Customer Marketer Lead
Content
Responsible for planning and executing seamless, well-integrated marketing campaigns that include tailored omnichannel engagement plans across multiple marketing platforms and channels
Oversees the design and creation of core materials with Agencies of Record (AoR), websites, claims, components, tailoring original content to specific customer segments and personas while monitoring timelines and content handoffs
Self-authors derivative tactics for marketing campaigns leveraging existing and emerging technologies/capabilities, with a greater emphasis on new derivatives and incorporates post-Promotional Review Committee (PRC) edits and adjustments
Supports field deployment through communication, training and feedback loops
Hypothesizes and conducts experiments for creative content iteration, for the purpose of driving excellence in content creation and deployment
Partners with agencies and PRC, including Legal and Regulatory, to ensure development, approval, and pull-through of compliant and effective promotional tactics
Execution
Accountable for high quality, compliant execution across all marketing platforms and relevant customer types (e.g. patients, providers, organized customers)
Defines measurement plan and measures marketing performance through leading, lagging, and customer satisfaction indicators to optimize campaigns and drive customer and business outcomes
Manages media agencies, supports customer-specific tactical planning (e.g., prioritized customer A -> B behavior shifts, critical KPIs), and monitors go-lives/trafficking
Identifies key internal network partners and facilitates cross-marketing, cross-functional, and field alignment to ensure optimal deployment of campaigns
Contributes to initiatives that have broader organizational impact across the 1Marketing Function and advancing progress towards our Commercial, Medical & Government Affairs (CMG) outcomes
Pursues continuous professional development by exploring capabilities and tools on customer content strategy, content creation and execution
People
Works with TA Marketer and other Customer Marketers to make decisions and act, in close alignment with the full product value proposition, customer positioning, and Squad priorities
Partners with Customer Engagement, National Access Decisions, and Experience Operations to optimize an omnichannel approach for Organized Customer campaigns
Demonstrates Proficiency within the following Key Competencies
Senior Customer Marketers are expected to consistently perform at a proficient level (proficient is defined as leveraging competencies across the business in a consistent, integrated way)
Customer Understanding - I’m always learning about my customers, what they need, and the world they live in.
Competitive Value Creation - I determine the relevant, competitive, and profitable value story we offer to customers.
Strategy Development - I make smart choices about what efforts will help achieve customers’ goals and our goals.
Integrated Campaign Development - I build compelling, motivating campaigns that get customers to take action.
Content Development & Approval - I craft simple, meaningful stories in an efficient and fully compliant way.
Execution Readiness - I rally the organization to plan, coordinate, and pull through the strategy together.
Delivery & Optimization Across Channels - I make sure our story is reaching customers in a seamless, memorable experience.
Measurement & Iteration - I evaluate everything we do, and adjust, stop, or start for continuous improvement.
Project & Vendor Management - I manage projects, partners, and suppliers to drive on strategy, on time, on budget impact.
Minimum Candidate Qualifications & Experience
Bachelor's degree
Two years of marketing experience or one year of marketing experience and an MBA
5 years minimum work experience, with 3 years of commercial experience (