Senior Manager, Omnichannel Engagement Lead

Genentech • Daly City, CA

5d • Hybrid

About The Position

This Senior Manager, Omnichannel Engagement 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 functional partners in Digital, Data & Analytics and our media agency to help embed technologies and best practices for omnichannel activation—the synchronization of paid, owned, and in-person communications—into our marketing organization.

Requirements

• 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
• 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

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 engagement with the marketing organization on all topics relative to omnichannel activation – this includes regular small group meetings, one-on-one coaching, open office hours and large group training sessions and incubators
• 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
• Guide and coach marketers through both the annual tactical planning and ongoing campaign execution planning (CEP) process, including marketing campaign design and customer journey orchestration
• 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
• Demonstrating deep experience in owned channel and paid media management, expertly articulate the value propositions of, and risks associated with, fully automating marketing engagement with healthcare providers, patients, caregivers, and payers
• Gather and translate business requirements from across the marketing organization for enhancements to omnichannel engagement (e.g. dynamic content optimization, AI-enhanced audience composition, targeting, message sequencing, and frequency)
• Field all questions, concerns, and training needs from marketers as the first point of contact for omnichannel engagement; troubleshoot process challenges in collaboration with the Media Process Architect & Omnichannel Enablement Lead
• Work in close support of the Activation Leads for Omnichannel and Strategy & Insights, executing critical functions within the product operating model
• Report to executive leaders on the progress, successes and challenges of embedding omnichannel technologies and best practices into the marketing organization
• Compose key performance indicators relative to individual owned channels, as well as the synchronization of paid and owned communications through automation platforms, and regularly evaluate organization-wide success according to those metrics

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