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, or group purchasing organizations.

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