Senior Business Product Manager, Omnichannel Enablement

About this role

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.

Who We Are Digital Experience is shaping the future of how Genentech connects with our patients and customers by harnessing the power of digital innovation and human-centered design. As healthcare evolves, we are bold in our approach – leveraging cutting edge AI, advanced digital engagement, end-to-end content management, and omnichannel technologies and operations to create seamless, personalized, and meaningful experiences for our patients and customers. This is your opportunity to lead transformative change, integrating advanced technology with strategic vision to drive impact at scale. If you are passionate about redefining the healthcare experiences and building something extraordinary, we want you on this journey. Let’s redefine what’s possible together! This combined team, in collaboration with key partners, builds solutions to serve Marketing, Customer Engagement, Medical Affairs, Public Affairs & Access (“CMG”), and other patient- and customer-facing teams across CMG to shape and drive a seamless, consistent, meaningful, and compliant experience for patients and customers across our interactions. The team is specifically accountable for: • Defining omnichannel solutions , shaping engagement strategies, designing, operationalizing, and producing seamless, consistent & meaningful patient and customer experiences.

• Accelerating, connecting, and enabling the development of digital solutions that enhance the patient and customer experience across CMG.

• Advancing the mission of seamless, consistent & meaningful patient and customer experiences that maximize patient impact while keeping compliance at the forefront.

Job Summary The Senior Business Product Manager, Omnichannel Enablement drives the development, adoption, and continuous improvement of our omnichannel orchestration and automation capabilities with a focus on data and analytical products (e.g, segmentation, affinity models, digital 360) enabling the organization to deliver increasingly seamless experiences for our customers. This role partners closely with data and analytical product teams and defines business needs, product roadmaps, gathers user insights, and supports feature rollouts. The role will focus on leveraging data and analytics to optimize customer journeys, ensuring we have the right data to orchestrate more personalized customer experiences. This Senior Manager brings deep expertise in omnichannel capabilities (owned channels like email and web and paid channels like media and social), contributes to framework and best practice design, and is responsible for advancement of automated journey orchestration and audience management capabilities.  The Senior Manager brings experience in leveraging dynamic segmentation to automate customer experiences and has knowledge of omnichannel decision engines. Knowledge of these capabilities in the paid media and social space is important.  This Senior Manager has strong experience in collaboration and partnership with roles like Marketing, Medical and other functional partners.

Key Responsibilities  • Partner with the Senior Director, Omnichannel Orchestration and Automation and/or Executive Director - Omnichannel Suite Lead to strategize and lead the capability roadmap for data-focused omnichannel initiatives partnering across Data Science, Data Product, Analytics, and Digital Engagement

• Champion data-focused omnichannel ambitions (segmentation, audience management, personas, etc.) by partnering across product groups (Data, Analytics, Digital Engagement) to define necessary products, capabilities, and scalable ways of working

• Act as the Business Product Manager for the Omnichannel Enablement

• Partner with Technical Product Manager and other BPMs to drive the development and improvement of product(s) or specific product features, ensuring alignment with the overall product vision – including decision engine integration and channel prioritization logic

• Help to define rules for channel prioritization, sequencing, and suppression to ensure data-driven, customer-centric engagement to be used within the enterprise omnichannel decision engine(s)

• Help evangelize the role of product(s) in achieving enterprise objectives, communicating their value proposition and roadmap(s) to senior leaders and organization-wide stakeholders.

• Act as point of contact for business feedback, recommendations, & user requests for enhancements to the product.

• Collaborate with the Technical Product Manager to align business outcomes with technical feasibility, ensuring the product delivers both business value and technical performance.

• Support the rollout of new features across new and existing users.

• Collaborate with Senior Director, Omnichannel Orchestration and Automation and other BPMs to establish business standards & templates and ensure pull-through.

• Collaborate with the Senior Manager, Digital Operations - Omnichannel to design, implement, and scale efficient ways of working across teams and processes. Partner closely with the Senior Business Product Manager, Orchestration and Senior Business Product Manager, Automation, to ensure alignment on business requirements and use cases for the marketing automation tool, enabling successful execution and adoption.

• Drive definition of business requirements for product usage & system health, leveraging GNE and industry standards.

• Drive experimentation to enhance product offerings, in line with the overall business learning agenda.

• Coordinate with business stakeholders, IT, and cross-functional enterprise product team partners to align on the product roadmap, fostering cohesive collaboration and unified efforts

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