Senior Customer Marketing Manager – Ophthalmology (Patient)

Senior Customer Marketing Manager – Ophthalmology (Patient)

Why Genentech

​​​​​​​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.

About this Marketing Position

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.

This Senior Customer Manager position is integral to successfully delivering the Ophthalmology Marketing Vision across existing and pre-launch products.  In this patient-focused role, we're looking for a digital expert with a passion for driving innovative, patient-centric initiatives that improve health outcomes.

This position will be responsible for the digital Direct-to-Consumer (DTC) strategy, creation, and execution of digital patient initiatives. This role will serve as the primary point of contact for our media agency, overseeing:

• Digital Strategy & Execution: Lead the creation and execution of digital Direct-to-Consumer (DTC) initiatives, including audience development, targeting, and campaign planning.

• Media Management: Serve as the primary point of contact for our media agency, overseeing Display/Programmatic, SEM campaigns, and managing/reconciling monthly media spend and budgets across all digital channels.

• Creative Development: Lead the creative development and execution of digital patient assets, such as website redesigns, email/CRM programs, and banners, in partnership with our creative agency and internal AI resources.

• Measurement & Optimization: Own the measurement and testing across all digital channels and lead the team in sharing collective insights across the organization.

• Cross-functional Collaboration: Partner closely with our social media lead and agencies on content planning and execution.

Key Job Responsibilities

Strategy

• 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

Content 

• 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 

Execution 

• 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 satisfact