Customer Marketing Manager, HCP

Genentech•Daly City, CA

5d•Hybrid

About The Position

Our Marketers are strategic storytellers who establish and communicate our product value proposition across the entire value chain—from payers and health systems to prescribers and patients. We use insight-driven strategies and compelling content to design integrated customer experiences that drive patient outcomes today and fuel tomorrow’s breakthroughs. This role is essential to navigating a competitive SMA market and supporting our product launch strategy to deliver on our Neuro Rare Disease vision.

Requirements

Bachelor's degree
One year of marketing experience or an MBA
4 years minimum work experience, with 2 years of commercial experience (e.g., market access, marketing, sales or customer insights)

Nice To Haves

Marketing experience in relevant industries
Experience in executing marketing tactics that have strengthened market positioning and driven high-value customer and business outcomes

Responsibilities

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
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
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
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
Demonstrates Proficiency within the following Key Competencies
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.