Customer Marketing Director - Access, Gastroenterology

Genentech•Daly City, CA

2d•Onsite

About The Position

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 and Genentech Business Operations). Marketers strategically use resources and their network to drive patient outcomes for today’s innovations, and fuel tomorrow’s breakthroughs. As part of a newly established pre-launch Gastroenterology (GI) Marketing team, this Marketing Director reports directly to the Executive Marketing Director of GI and is integral to successfully delivering the GI marketing vision and network goals. Specifically, this Marketing Director, in collaboration with the larger team, is responsible for launching our GI Product in ulcerative colitis, the launch indication of one of the most valuable molecules in the Genentech pipeline. Our product is unique in the Genentech pipeline as (1) it will available both in an intravenous (IV for induction) and subcutaneous (SC for maintenance) formats, (2) will fall under both a medical (Medicare Part B) and pharmacy (part D) benefit and (3) is the organizations’ first commercial launch with gastroenterologists. Accordingly, a successful launch will include crafting an integrated payer/provider strategy & pioneering organizational capabilities around in the Pharmacy Benefit, Part D space including: Leading the Launch Access Team and the overall Organized Customer marketing strategy Establishing and optimizing critical elements to streamline access (e.g., starter & bridge programs & our services/channels we use to engage with and deliver these to the HCP & patient) Optimizing our products brand profitability through specific marketing channels for targeted access customer segments / financial decision makers Working closely with the senior marketers on the team to deliver on the payer/provider value prop and overall Day 1 Access readiness As the pivotal data readout occurs, this position will grow to establish & lead a new Access Customer Marketing team within the next year - this Marketing Director should be capable of immediately leading project work above and possesses the leadership skills & experience to successfully lead and directly manage a team.

Requirements

Bachelor's degree
8 years minimum work experience, with 6 years of commercial experience (sales, market access or customer insights), two of which 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.
Access and payer experience specifically with pharmacy benefit / Part D medicines.
Experience coaching and leading team members (directly and/or via project teams)

Nice To Haves

MBA or other related graduate level degree preferred
Progressive years of Marketing experience is preferred
Experience working in an omnichannel/digital marketing role
Strong customer understanding including developing/utilizing personas, customer journeys, other segmentation tools, and developing content and executing campaigns in an omnichannel world
Experience measuring success of investments, including campaign and content, and continuously improving tactics to maximize business value
Experience in creating marketing strategies, plans and tactics that have strengthened market positioning and driven high-value customer and business outcomes
Deep understanding of physician rebate programs & payer contracting/ negotiations
Experience with sole ownership of tactics or pieces; ability to articulate business problems, identify solutions and own content development from strategy through execution.
Prior experience operating in a biosimilar and innovator marketplace
Understanding of and tactical experience with access execution (i.e. working with BEMs, NAMs, and FRMs) across all customer segments
Proven track record of strategic thinking, especially the ability to make tough decisions by considering the trade-off between mid-term profitability vs. short-term top-line upside

Responsibilities

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 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 Marketing Director and TA Marketers (as applicable) to influence the overall objectives and long-range goals for the brand; makes decisions that have significant impact on these objectives and goals
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
Designs and executes seamless, well-integrated marketing campaigns across multiple marketing platforms and channels (including all field channels) for the customer
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
Accountable for high quality, compliant content execution across all marketing platforms, channels and relevant customer type (including, but not limited to, patients, providers, organized customers)
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
Leads, develops and inspires a thriving Marketing Team and fosters belonging within and across teams.
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
Works autonomously to make decisions and act in close alignment with the full product value proposition, customer positioning, and Squad priorities
Demonstrates Advanced Proficiency within the following Key Competencies Customer Marketer Leads are expected to consistently perform at the advanced level (advanced is defined as modeling competencies with sophistication and flexibility while elevating others’ skills) 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.