Senior Director, Patient CRM

Who We Are: The Digital Experience team at Genentech is focused on shaping the future of patient and customer connections through digital innovation and human-centered design. They use AI, digital engagement, content management, human-centered design, and omnichannel strategies to create personalized and meaningful experiences. Genentech aims to be digitally enabled and human-centered in their approach to engagement to deliver life-changing medicines.

This team guides various departments within CMG to ensure seamless, consistent, meaningful, and compliant interactions with patients and customers, aiming to be digitally enabled and human-centered in delivering life-changing medicines.

This role will report to the Executive Director Digital Customer Engagement

Job Summary: 

The Product Owner for Patient CRM will lead strategy and delivery of Patient CRM Products across the enterprise, overseeing CRM Products such as Patient Field Relationship Management and Patient Access CRM. This role ensures CRM capabilities drive exceptional patient experiences and business impact by:

• Developing a seamless CRM experience for internal users, allowing them to focus more on patient needs.

• Creating a cohesive capabilities experience anchored on a Patient CRM Product strategy, enabling internal teams to be proactive and synchronized in supporting patients.

• Reducing administrative burden by maximizing the use of CRM Product capabilities and implementing smart workflows that minimize reliance on offline tools like spreadsheets and scheduling systems.

Key responsibilities include defining and executing the CRM roadmap in collaboration with stakeholders, operations, and technical teams. As the owner of a critical engagement channel, this individual will leverage deep expertise to optimize CRM capabilities, address end user and stakeholders communities and patient/caregiver needs, identify opportunities for automation and innovation, and implement scalable solutions. 

Key Responsibilities

Strategy & Product Ownership

• Serve as the Product Owner for Patient CRM, accountable for the product vision, strategy, and roadmap that supports engagement across field teams, access teams, case managers, and call centers.
   

• Align Patient CRM capabilities to enterprise goals by partnering with stakeholders across CMG, Medical, Access, and Digital functions.
   

• Define and prioritize use cases in collaboration with business partners and analytics teams—ensuring product-market fit and measurable patient impact.
   

• Develop business cases and lead roadmap execution from vision to delivery, ensuring patient-centricity and strategic value throughout.

Innovation & Automation

• Leverage automation, workflow orchestration, and AI to reduce administrative burden for internal users and streamline patient support activities.
   

• Drive innovation across patient touchpoints—integrating CRM with tools that support patient onboarding, education, navigation, and service access.
   

• Identify and scale opportunities for cross-product capability sharing with adjacent platforms and digital tools.

Cross-Functional Alignment

• Collaborate with operations, analytics, and technical teams to translate needs into scalable features and technical requirements.
   

• Lead prioritization and backlog management in partnership with business and technical stakeholders.
   

• Partner with end-user activation teams and learning functions to support adoption, behavior change, and value realization.
   

• Act as the central contact for business feedback loops, ensuring continuous improvement based on user insights.

Experience Design & Optimization

• Optimize the user experience of the Patient CRM platform—ensuring workflows are intuitive, efficient, and designed around user roles.
   

• Partner with measurement and optimization teams to define KPIs, assess performance, and inform product evolution.
   

• Ensure the CRM supports high-impact, compliant, and seamless interactions with patients, especially in underserved or high-touch settings.

Global Integration & Governance

• Operate within a matrixed Genentech-Roche environment, building strong bridges between U.S. and global product teams to al