Customer Marketing Director, Regional

Roche•South San Francisco, CA

1d•Onsite

About The Position

The Marketing organization at Genentech is responsible for influencing decisions by establishing and communicating the full product value proposition across the entire value chain, including payers, health systems, prescribers, and patients. Marketers are tasked with informing positioning through insight-driven marketing strategies, creating simple and compelling customer-led content, and designing integrated customer experiences in collaboration with partners like Customer Engagement and Genentech Business Operations. They strategically utilize resources and their network to improve patient outcomes and drive future breakthroughs. The Customer Marketing Director, Regional specifically leads the strategic vision for account and access marketing. This role focuses on influencing key decision-makers within national and regional health systems to boost revenue and optimize patient access. The leader leverages deep customer insights and portfolio expertise to shape customer beliefs using both branded and above-brand messaging delivered through sophisticated omnichannel strategies. Working closely with account management teams, the Marketing Director oversees the entire process of developing account strategies, creating high-impact content, and executing integrated marketing efforts to penetrate key regions and healthcare segments.

Requirements

Bachelor's degree
8 years minimum work experience, with 6 years working in a marketing role or, an Advanced Degree with 6 years of working experience with 5 years in a marketing role may be considered

Nice To Haves

MBA or other related graduate level degree preferred
Marketing experience in relevant industries
Experience in the managed care, Pharmaceutical or Biotech industry/pharmaceutical or biotech customer engagement
Experience in creating marketing strategies, plans and tactics that have strengthened market positioning and driven high-value customer and business outcomes
Experience in government and payer policy related work and the ability to translate this into implications for vertically integrated customers
Experience in data and analytics, with particular understanding of how data and AI advancements will impact patient access and portfolio revenue
Customer facing experience and the proven ability to build relationships with account decision makers to advance marketing strategies
In depth knowledge of national accounts, account structures and influencers, and demonstrated expertise in building and maintaining customer relationships

Responsibilities

Accountable for strategy through execution of a business segment (i.e. book of business) which may include a customer type, indication or product depending on the therapeutic area.
Responsible for tracking business forecast goals and adjusting strategy as needed.
May be the subject matter expert for the Squad on a specific marketing capability (e.g. access marketing, interactive multichannel marketing, patient marketing)
May serve as a critical member of the Executive/Senior Marketing Director's Leadership team
May serve as critical member of the Ecosystem, National Teams, and/or Regional VP's Leadership teams
Coaches and advises marketers on subject matter expertise to grow expertise across teams
Partners with CE Account Teams to develop and execute marketing plans across focus accounts and payers.
Execute on portfolio marketing and customer collaboration opportunities in local ecosystems in concert with our largest, most influential payers, health systems and organized provider entities
Directly engage with customers face to face with CE Account teams in order to help deliver the portfolio story, and/or uncover areas of mutual interest.
Lead initiatives that have broader organizational impact across the 1Marketing Function, impacting multiple therapeutic areas, and advancing progress towards our CMG outcomes
Coaches and advises marketers on the responsibilities below.
Collaborates with Executive/Senior Marketing Director and Account and Access and Squad marketing teams to influence the overall objectives and long-range goals for the brand; makes decisions that have significant impact on these objectives and goals
Analyzes and assesses customer insights including customer journeys, personas, and other data to extrapolate meaning and opportunities that drive the product's value proposition and to inform the optimal integrated customer experience
Leverages expertise to translate high-level brand strategy into the development and execution of the AAM and Priority Squad marketing campaigns to influence decision makers at priority national accounts and vertically integrated customers
Identifies and works regularly with both key internal network partners and external resources and aligns them to the marketing strategy, prioritized customer A→B behavior shifts, and critical KPIs
Designs and executes seamless, well-integrated marketing campaigns across multiple marketing platforms and channels to deliver omnichannel engagement for external customer types (e.g. patients, providers, organized customers)
Prioritizes and creates non-personal (i.e. digital) messages and resources that are coordinated with and complements personal promotion content.
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 execution across all marketing platforms and customer types (e.g. patients, providers, organized customers)
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 fit for purpose and flexibly deployed work teams across the CMG network based on their areas of expertise.
May also lead a Community of Practice for their subject matter expertise
Works autonomously to make decisions and act, in close alignment with the full product value proposition, customer positioning, and Squad priorities