Director, Healthcare Professional (HCP) Customer Relationship Management (CRM)

Genentech•South San Francisco, CA

46d•Onsite

About The Position

The Position Who We Are Digital Experience is shaping the future of how Genentech connects with our patients and customers by harnessing the power of digital innovation and human-centered design. As healthcare evolves, we are bold in our approach - leveraging cutting edge AI, advanced digital engagement, end-to-end content management, and omnichannel technologies and operations to create seamless, personalized, and meaningful experiences for our patients and customers. This is your opportunity to lead transformative change, integrating advanced technology with strategic vision to drive impact at scale. If you are passionate about redefining the healthcare experiences and building something extraordinary, we want you on this journey. Let's redefine what's possible together! This combined team, in collaboration with key partners, builds solutions to serve Marketing, Customer Engagement, Medical Affairs, Public Affairs & Access ("CMG"), and other patient- and customer-facing teams across CMG to shape and drive a seamless, consistent, meaningful, and compliant experience for patients and customers across our interactions. The team is specifically accountable for: Defining omnichannel solutions, shaping engagement strategies, designing, operationalizing, and producing seamless, consistent & meaningful patient and customer experiences. Accelerating, connecting, and enabling the development of digital solutions that enhance the patient and customer experience across CMG. Advancing the mission of seamless, consistent & meaningful patient and customer experiences that maximize patient impact while keeping compliance at the forefront. Job Summary The Director, Healthcare Professional (HCP) Customer Relationship Management (CRM) will drive innovation, strategy, and delivery of our HCP CRM product inclusive of integrated capabilities such as e-detailing, customer insights modules, messaging etc. This role is broadly responsible for ensuring that HCP CRM strategies and capabilities are accelerating the organization's progress toward delivering outstanding patient and healthcare provider experiences while driving business impact. The individual in this role will be responsible for the HCP CRM roadmap creation and delivery, along with CRM product operations and execution in partnership with business stakeholders and technical partners. As a product owner for this critical engagement platform, this person will leverage a deep understanding of CRM capabilities, strong interpersonal skills, and a results-driven approach to shape and deliver meaningful, connected support experiences for customers and internal teams.

Requirements

Bachelor's degree in business, technology, operations, science, marketing, or a related field.
8 years of experience, with 7 years in product management, digital product operations, or equivalent experience.
Ability to own and manage the full product lifecycle, including visioning, roadmap creation, execution, and impact measurement.
Expertise in driving product improvements based on measurement and optimization insights.
Fluency / comfort with data systems, technology platforms, and integrations to inform strategic product decisions.
Strong skills in budget management, resource allocation, and stakeholder alignment for cross-functional collaboration.
Strong leadership and team management abilities, with experience in coaching, developing, and inspiring talent (direct or indirect).
Excellent communication and leadership abilities to drive change, influence stakeholders, and evangelize the product vision.
Experience working in an agile setting or bringing agile best-practice mentorship to the team.
Experience collaborating with Legal, Compliance, and Privacy teams to ensure adherence to governance and regulatory standards, and help influencing & evolving standards where needed.
Ability to innovate and foster experimentation to improve product capabilities.
Proven ability to adapt and navigate ambiguous or evolving environments.
Deep knowledge of CRM platforms (e.g., Veeva, Salesforce) and their use in HCP engagement and field force effectiveness.
Proven experience developing and implementing CRM strategies that balance business needs, user experience, and compliance requirements.
Strong understanding of regulatory, legal, and privacy frameworks governing HCP interactions and customer data use.

Nice To Haves

Advanced degree, or equivalent experience (e.g., MBA or related graduate-level qualification).
Experience in healthcare, pharmaceutical, or highly regulated industries.
Proven success in managing large-scale, complex projects requiring strategic planning and operational execution.
Advanced knowledge of workflow tools, automation systems, and compliance frameworks.
Proven success in leading enterprise-level CRM initiatives and CRM transformation or consolidation programs across Commercial and Medical functions

Responsibilities

Shape the strategic vision, develop a roadmap, and product standards for the Healthcare Provider Customer Relationship Management (HCP CRM), leveraging knowledge of customer engagement in the healthcare industry and CRM technology trends to enable strategic business priorities and experience needs for employees and customers.
Drive the HCP CRM vision and roadmap by aligning with enterprise business stakeholder priorities, technical capabilities, user experience feedback, and process transformation opportunities-ensuring seamless integration and strategic impact.
Design and lead the execution of a forward-looking operational strategy for the CRM product, focused on driving speed, efficiency, quality, and performance at scale.
Champion the operationalization and enterprise rollout of new features, leveraging automation to streamline workflows, enhance user experience, and reduce costs. Ensure ongoing support for end-users while upholding compliance, governance, and operational excellence standards across all touchpoints.
Develop business cases to support innovation and experimentation within the product model, identifying new CRM features and functionalities that deliver business outcomes, optimize performance, and improve customer engagement.
Understand end-user pain points via user research, prioritize critical features to improve customer engagement, and set clear performance objectives that balance efficiency with exceptional experiences for our CRM end-user community and our customer base (HCPs, Organized Customers etc.).
Own the end-to-end product lifecycle and roadmap for the HCP CRM, overseeing strategic planning, delivery milestones, operational execution, and measurable adoption and impact through sustained use and enhancements.
Champion the CRM's value across the enterprise, clearly communicating the product's role in delivering seamless, consistent and meaningful customer experiences through exceptional customer engagement.
Work with product operations to define and maintain operational KPIs for CRM performance, including metrics related to information accuracy and customer satisfaction.
Collaborate with the Technical Product Manager on vendor engagement and performance management to uphold SLAs and deliver high-quality technical support, enhancements, and infrastructure stability.
Represent the HCP CRM strategy in governance councils, enterprise working groups, and cross-suite strategic planning forums.
Ensure CRM platforms support the needs of our Commercial and Medical organizations by enabling personalized HCP engagement, omnichannel orchestration, and compliant messaging.
Lead prioritization efforts, manage a variety of stakeholders, and resolve competing priorities to align and advance the CRM product roadmap and ongoing enhancements balancing short term needs with long-term investments.
Collaborate with the Technical Product Manager to ensure alignment between business outcomes and technical feasibility, delivering a solution that supports both business goals and reliable performance.
Partner with other Business Product Owners and Executive Director - CRM Suite Lead to align product strategies, ensuring the CRM meets the business and experience needs of our customers, end-user community and stakeholders.
Partner with business stakeholders and technical teams to construct and maintain a prioritized product backlog.
Serve as the CRM expert, with deep knowledge of customer engagement trends and technologies in the pharmaceutical industry. Track market shift and emerging technologies to inform CRM strategy and roadmap development.
Engage with global product managers to share best practices and enable scalable, efficient solutions across markets.
Partner with customer experience professionals to ensure product experience meets the expectations of its end-user product community.
Deliver a CRM solution that meets business objectives, incorporating stakeholder feedback while driving improvements in CRM efficiency, quality of service, and end-user satisfaction.
Collaborate with Senior Leaders and Training teams to support CRM adoption, offering product expertise and materials to drive change management and upskilling initiatives.
Define business cases and secure necessary funding to support the development, enhancement, and scaling of the CRM platform.
Lead the definition of business requirements for usage and system health, ensuring the HCP CRM aligns with enterprise data governance standards and industry best practices.
Comply with all laws, regulations and policies that govern the conduct of Genentech activities.
Lead, mentor, and manage the HCP CRM team, fostering an exemplary employee experience, including a culture of collaboration, innovation, and accountability.
Provide guidance, training, and career development opportunities for team members.
Allocate and shift resources effectively to ensure balanced workloads and optimized team performance and business impact.
Cultivate an environment of both accountability and performance-based incentives with ongoing and annual performance management and rewards and recognition of all direct reports.
Lead or oversee inclusive hiring of direct and indirect reports.