About the 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.
Responsibilities
- Lead the creation and execution of digital Direct-to-Consumer (DTC) initiatives, including audience development, targeting, and campaign planning.
- 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.
- 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.
- Own the measurement and testing across all digital channels and lead the team in sharing collective insights across the organization.
- Support the development and execution of the customer strategy and the end-to-end integrated customer experience.
- Responsible for planning and executing seamless, well-integrated marketing campaigns that include tailored omnichannel engagement plans across multiple marketing platforms and channels.
- Oversee 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-author derivative tactics for marketing campaigns leveraging existing and emerging technologies/capabilities.
- Support field deployment through communication, training and feedback loops.
- Hypothesize and conduct experiments for creative content iteration.
- Ensure development, approval, and pull-through of compliant and effective promotional tactics.
- Define measurement plan and measures marketing performance through leading, lagging, and customer satisfaction indicators.
- Manage media agencies, supports customer-specific tactical planning, and monitors go-lives/trafficking.
- Identify key internal network partners and facilitate cross-marketing, cross-functional, and field alignment.
- Contribute to initiatives that have broader organizational impact across the 1Marketing Function.
- Pursue continuous professional development by exploring capabilities and tools on customer content strategy, content creation and execution.
Requirements
- Bachelor's degree.
- Two years of marketing experience or one year of marketing experience and an MBA.
- 5 years minimum work experience, with 3 years of commercial experience (e.g., market access, marketing, sales or customer insights).
Nice-to-haves
- MBA or other related graduate level degree preferred.
- Marketing experience in relevant industries (pharma/biotech, consumer goods, agency side, or healthcare).
- Experience working in an omnichannel (including field) marketing.
- Experience in the managed care, Pharmaceutical or Biotech industry/pharmaceutical or biotech customer engagement.
- Experience in creating customer strategies, plans and tactics that have strengthened market positioning and driven high-value customer and business outcomes.
- Experience leading/managing Agency partners including developing agency briefs and creating content derivatives.
- Contributed to integrated customer experiences across audiences and channels including multicultural and inclusive marketing tactics.
- Proven Digital expertise.
- Prior patient or consumer experience desired.
Benefits
- Discretionary annual bonus based on individual and Company performance.
- Comprehensive health insurance.
- Retirement savings plan.
- Paid time off and holidays.
