Senior Manager, Omnichannel Enablement & Process Lead

Roche • South San Francisco, CA

5d • Hybrid

About The Position

This Senior Manager, Omnichannel Enablement & Process Lead role is integral to successfully delivering the digital marketing vision. The Digital Marketing Office (DMO), led by the Head of Digital Marketing and reporting to the Chief Marketing Officer, drives Genentech’s digital marketing transformation and is focused on activating four key specializations, including omnichannel activation. The candidate in this role will report to the Head of Media & Innovation and lead engagement with the entire marketing organization on all elements of omnichannel activation. This candidate will also work closely with the Activation lead for Strategy & Insights on related end-to-end campaign processes, orchestration, and activation. The candidate will collaborate with Digital, Data & Analytics, vendor partners, and our marketing organization to architect processes and best practices for omnichannel activation – defined as the synchronization of paid, owned, and in-person communications.

Requirements

• Bachelor's degree
• Two years of marketing experience or one year of marketing experience; 5 years minimum work experience, with 3 years of commercial experience (e.g., market access, marketing, sales or customer insights)
• Experience in digital marketing, brand marketing, data analytics, or martech roles with responsibilities related to marketing automation or journey orchestration
• Experience using marketing analytics tools (e.g., web analytics, advertising platforms, BI tools, MMM) to pull and review data
• Experience engaging media, data and technology providers to drive value for a performance marketing organization
• Experience leading large-scale marketing technology rollout, training, and adoption
• Expertise in paid and owned media channels, as well as automation platforms to synchronize communications across those channels
• Knowledge of the healthcare ecosystem including policy, the regulatory environment and each customer type (e.g. HCPs, patients, payers, distributors)
• Knowledge of digital measurement tools and methodologies, including multi-touch attribution and marketing mix modeling
• Ability to influence and inspire individuals and teams across the Commercial, Medical and Government Affairs (CMG) network, from front-line employees to the executive level
• Breadth of experience in digital marketing, digital media including the vendor landscape
• Ability to flex and thrive in an ambiguous environment undergoing transformational change
• Strong financial acumen and analytical skills to effectively interpret and utilize quantitative and qualitative data to shape strategies and tactics
• Adaptive thinking and a strong, critical mindset
• Strong business acumen and presentation skills
• Highly proficient at project planning, budgeting, and oversight
• Forward-thinking and adaptable to dynamic situations
• Excellent interpersonal, leadership, and communication skills

Nice To Haves

• MBA or other related graduate-level degree preferred
• Experience in the pharmaceutical, biotech, or other regulated industries
• Proven track record in creating strategic recommendations that drive impact
• Hands-on experience with performance marketing tools including programmatic media buying platforms (Facebook Ads Manager, Google DV 360, TheTradeDesk), marketing automation (Salesforce Marketing Cloud, Marketo) and/or web analytics platforms (Google Analytics, Adobe Analytics)
• Knowledge of, or hands-on experience with, owned channel communications (email, web, mobile/SMS)
• Demonstrated ability to translate data from performance reports into actionable insights for marketing teams
• Understanding of performance measurement for automation of paid, owned and in-person marketing communications
• Experience in developing training materials or supporting others in learning new analytical tools or processes

Responsibilities

• Lead the enablement of new processes and workflows within the marketing organization for omnichannel engagement and end-to-end campaign execution – inclusive of individual channel operations (web, email, mobile/SMS), and the synchronization of owned and paid channel communication through automation
• As a critical steward of omnichannel enablement, ensure that digital solutions or technologies are effectively integrated into end-to-end marketing workflows
• As new technologies are integrated (e.g. marketing automation, dynamic creative optimization, campaign planning in Workfront), ensure that workflows and processes are optimized for marketing team adoption
• Lead process architecture, change management, real-time troubleshooting, and multi-modal training strategies for omnichannel and strategy & insights activation
• Work in close support of the Activation Leads for Omnichannel and Strategy & Insights, executing critical functions within the product operating model
• Steward and continuously optimize the annual tactical planning and ongoing campaign execution planning (CEP) processes, including marketing campaign design and customer journey orchestration
• Develop processes to connect workflow tools to campaign automation platforms, turning static campaign briefs, creative asset lists, channel strategies and measurement plans into live, integrated campaigns
• Leverage deep knowledge of owned channels including email journeys, push notifications, websites and mobile/SMS messaging to tailor processes enacted by our digital production managers
• Represent the voice of our marketing organization in all technology product scoping and buildout to ensure successful adoption among marketers upon launch
• Steward owned channel capability enhancements (email, web, mobile/SMS) through to the marketing organization; work in close collaboration with our technology product teams to enhance our tools based on collected feedback from the marketing organization
• Remain up-to-date on rapidly changing technologies and the vendor landscape as omnichannel activation (encompassing paid, owned, and in-person channel communication) advances to become fully automated through AI

Benefits

• A discretionary annual bonus may be available based on individual and Company performance.
• This position also qualifies for the benefits detailed at the link provided below.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior