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 DDA). Marketers strategically use resources and their network to drive patient outcomes for today’s innovations, and fuel tomorrow’s breakthroughs.
This Director, Marketing Performance Marketing is integral to successfully delivering the Digital Marketing Vision.
The Digital Marketing Office, led by the Head of Digital Marketing and reporting to the Chief Marketing Officer, drives Genentech’s digital marketing transformation and is focused on activating 4 key areas. One of these focus areas is Performance Marketing.
The candidate in this role will report to the Senior Director, Performance Marketing and lead the engagement and adoption of performance marketing principles with brand teams, ensuring that comprehensive training, tools, and methodologies meet brand goals and drive efficient, high-quality business outcomes at scale. The candidate will work closely with functional partners in analytics, operations, and other areas to align on a shared vision, roadmap, and implementation plan.

KEY JOB RESPONSIBILITIES

• Serve as a Performance Marketing expert and business lead, driving complex change from current to future state
• Enable A-to-B shifts by implementing new capabilities, coaching teams, and partnering with L&SD on training content
• Lead champion team, coaching and measuring successful adoption of changes
• Lead change management initiatives with brand teams, ensuring a seamless transition to new Performance Marketing strategies, practices, and processes
• Actively engage with each brand to onboard them into Performance Marketing practices
• Design and deliver comprehensive training on bespoke Performance Marketing topics, tailored to the specific needs of brand teams, addressing both foundational knowledge and advanced practices
• Build strong partnerships with and seek input from brand marketing to surface needs and opportunities
• Document and report on the health of Performance Marketing engagement and escalate challenges and issues
• Lead or support special projects, such as large-group presentations, trainings, and workshops; represent best practices in related workstreams across DMO
• Identify, in collaboration with marketers, Performance Marketing operations processes in need of revision or overhaul and work with the Performance Marketing Enablement and Process Lead to address them
• Work with cross-functional partners in marketing, XO, SAI, and USIX as relevant and co-identify capabilities/platforms to be delivered by functional partners and leveraged across marketing
• Performance Marketing Partner with marketers and relevant agencies to identify opportunities for optimizing marketing performance and support marketers with developing robust measurement plans for new initiatives and experimentation.
• Proactively identify and champion opportunities with brand teams to leverage advanced performance marketing capabilities for strategic business challenges or untapped growth areas
• Conduct regular office hours to offer direct, ongoing support to brand teams on performance marketing tools and methodologies
• Establish and facilitate forums or communities of practice for cross-brand knowledge sharing, best practice dissemination, and collaborative problem-solving related to portfolio opportunities, performance marketing tools, tactics, and insights.
• Provide strategic input and consolidated feedback from brand engagements to the Senior Director, Performance Marketing, and the Director, Performance Marketing Enablement & Process Lead, to inform the evolution of the enterprise performance marketing roadmap, tool development, and training programs
• Collaborate with brand leadership and strategic planning functions to ensure their specific performance marketing initiatives, KPIs, and learning agendas align with overarching franchise/portfolio strategies and commercial business objectives.
• Advocate for and support the consistent application of standardized performance marketing measurement frameworks, governance practices, and insight-sharing protocols across engaged brand teams to enhance enterprise-level learning and comparability
• Partner with brand teams to evaluate and provide input on the effectiveness of external agency partners in delivering against performance marketing objectives and adopting new Genentech performance marketing capabilities