Customer Marketing Director, Regional

Genentech•Daly City, CA

10h•Onsite

About The Position

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. 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. The Customer Marketing Director, Regional leads the strategic vision for account and access marketing, focusing on influencing key decision-makers at national and regional health systems to drive revenue and optimize patient access. By leveraging deep customer insights and portfolio expertise, this leader shapes customer beliefs through both branded and above-brand messaging delivered via sophisticated omnichannel strategies. Working in close collaboration with account management teams, the Marketing Director is responsible for the end-to-end 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.
Demonstrates Advanced Proficiency within the following Key Competencies: Customer Understanding, Competitive Value Creation, Strategy Development, Integrated Campaign Development, Project & Vendor Management, Content Development & Approval, Execution Readiness, Delivery & Optimization Across Channels, Measurement & Iteration.