Sr. Customer Marketing Manager, Organized Customer - Solid Tumor

About this role

Sr. Customer Marketing Manager, Organized Customer - Solid Tumor

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 Role 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.

*Organized Customer can include Payers, Hospital systems, PBMs, Group Purchasing Organizations, Financial Decision-Makers, or Practice Managers

This Sr. Customer Marketing Manager reports to the Organized Customer Marketing Team Director and is integral to successfully delivering the Solid Tumor marketing vision and network goals, specifically leading access launch activities and pioneering organizational capabilities in the Pharmacy Benefit, Part D space: • Leading the Launch Access Team and the overall Organized Customer marketing strategy

• Establishing and optimizing critical elements of the patient experience (e.g., access, fulfillment, patient support services)

• Optimizing brand profitability through specific marketing channels for targeted access customer segments / financial decision makers

• Working closely with the marketers and cross-functional partners on the team to deliver on the payer/provider value prop and overall Day 1 Access readiness 

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 satisfaction indicators to optimize campaigns and drive customer and business outcomes

• Manages media agencies, supports customer-specific tactical planning (e.g., prioritized customer A -> B behavior shifts, critical KPIs), and monitors go-lives/trafficking  

• Identifies key internal network partners and facilitates cross-marketing, cross-functional, and field alignment to ensure optimal deployment of campaigns 

• Contributes to initiatives that have broader organizational impact across the 1Marketing Function and advancing progress towards our Commercial, Medical & Government Affairs (CMG) outcomes 

• Pursues continuous professional development by exploring capabilities and tools on customer content strategy, content creation and execution 

People 

• Works with TA Marketer and other Customer Marketers to make decisions and act, in close alignment with the full product value proposition, customer positioning, and Squad priorities 

Demonstrates Proficiency within the following Key Competencies 

Senior Customer Marketers are expected to consistently perform at a proficient level (proficient is defined as leveraging competencies across the business in a consistent, integrated way) • Customer Understanding - I’m always learning about my customers, what they need, and the world they live in.

• Competitive Value Creation - I determine the relevant, competitive, and profitable value story we offer to customers.

• Strategy Development - I make smart choices about what efforts will help achieve customers’ goals and our goals.

• Integrated Campaign Development - I build compelling, motivating campaigns that get customers to take action.

• Content Development & Approval - I craft simple, meaningful stories in an efficient and fully compliant way.

• Execution Readiness - I rally the organization to plan, coordinate, and pull through the strategy together.

• Delivery & Optimization Across Channels - I make sure our story is reaching customers in a seamless, memorable experience.

• Measurement & Iteration - I evaluate everything we do, and adjust, stop, or start for continuous improvement.

• Project & Vendor Management - I manage projects, partners, and

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