Senior Marketing Manager - Respiratory
Company: Genentech
Location: San Francisco
Posted on: October 11, 2024
Job Description:
The PositionSenior Marketing Manager - RespiratoryWhy
GenentechWe'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 RoleThe
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 Marketing Manager
position is integral to successfully delivering the Respiratory
Marketing Vision. This position will involve the development of
marketing strategy, content, and execution for XOLAIR, a biologic
with over 20 years of history and multiple indications, including
its indication in IgE-mediated Food Allergy, FDA-approved in
February 2024. As part of this dynamic team, the Senior Marketing
Manager will help accelerate Xolair adoption with appropriate
patients via effective marketing campaigns, deep understanding of
our customers' needs, and strong collaboration.Overall
responsibilities include the development and implementation of
strategic and tactical plans with consideration for the needs of
different customer groups (HCPs, patients, payers, and
population-based decision makers). This person will continuously
develop and contribute to essential marketing capabilities and
business acumen that enable the development and execution of
product value propositions. This role will support a range of
franchise priorities across indications and line extensions. This
role will work closely with the rest of the Respiratory network
including the marketing team, cross-functional partners, co-promote
partners, external agencies and help influence healthcare ecosystem
marketing efforts in our field.Key Job Responsibilities:
- Supports the development and execution of the Xolair value
proposition, customer positioning, and the end-to-end integrated
customer experience.
- Leverages appropriate customer insights including customer
journeys, personas, and other data needed to drive the product's
value proposition and to inform the optimal integrated customer
experience.
- Identifies key internal network partners and external resources
and aligns them to the marketing strategy, prioritized customer
A--'B behavior shifts, and critical KPIs.
- Responsible for executing seamless, well-integrated marketing
campaigns across multiple marketing platforms and channels.
- Responsible for optimizing all marketing content, including
messaging and channel mix, for target customers.
- Prioritizes and creates personal promotional messages and
resources for field-based channels in coordination with
non-personal messages and resources.
- Partners with agencies and the Promotional Review Committee
(PRC), including Legal and Regulatory, to ensure development,
approval, and pull-through of compliant and effective promotional
tactics.
- Accountable for high quality, compliant execution across all
marketing platforms and customer types (e.g. patients, providers,
organized customers).
- Measures marketing performance through leading, lagging, and
customer satisfaction indicators to optimize campaigns and drive
customer and business outcomes.
- Contribute to initiatives that have broader organizational
impact across the Marketing Function and advancing progress towards
our CMG outcomes.
- Leads and/or participates in flexibly deployed work teams
across the CMG network, contributing novel ideas or approaches
based on their areas of expertise.
- Works autonomously 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 Marketing Managers 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.
- Project & Vendor Management - I manage projects, partners, and
suppliers to drive on strategy, on time, on budget impact.
- 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.Who You
Are:Minimum Candidate Qualifications & Experience
- You hold a Bachelor's degree.
- You hold 5 years minimum work experience, with 3 years working
in a marketing role or, an Advanced Degree with 3 years of working
experience with 2 years in a marketing role may be considered.
- Strong customer understanding including developing/utilizing
personas, customer journeys, other segmentation tools, etc.
- Understanding of partners, their roles and leveraging their
expertise to partner effectively.
- The ability to articulate the business need or strategy behind
campaigns or pieces of content to effectively engage and mobilize
key internal stakeholders.
- Experience with sole ownership of tactics or pieces; ability to
articulate business problems, identify solutions and own content
development all the way through execution.
- Experience leading/managing Agency partners including
developing agency briefs.
- The ability to navigate the PRC process; take various types of
content through PRC effectively and compliantly from start to
finish; Effectively utilizing historical information to inform the
process.
- Contributed to integrated customer experiences across audiences
and channels including multicultural and inclusive marketing
tactics.
- Effectively managed AOR SOWs + POs, participated in MMix
analysis and investment decision-making processes.
- Campaign & Tactical Planning and ICT development.
- Direct experiences with interpreting and applying market,
customer, product or competitor data and utilizing data
effectively; Have experiences measuring success using metrics and
applying data to nuance future actions.
- Develop and lead content for internal & external events of
various sizes.
- Pulled through content effectively with field colleagues.
- Experience effectively orchestrating pieces of content through
digital channels.Preferred:
- MBA or other related graduate level degree preferred.
- Marketing experience in relevant industries.
- Experience in the managed care, Pharmaceutical or Biotech
industry/pharmaceutical or biotech customer engagement.
- Experience in creating marketing strategies, plans and tactics
that have strengthened market positioning and driven high-value
customer and business outcomes.
- Product launch experience is a plus.
- Experience with co-promotes is a plus.Location:
- This position is based in South San Francisco, CA.
- Relocation assistance is not available at this time.The
expected salary range for this position based on the primary
location of CA is $157,600 - $292,600. Actual pay will be
determined based on experience, qualifications, geographic
location, and other job-related factors permitted by law. A
discretionary annual bonus may be available based on individual and
Company performance. This position also qualifies for the benefits
detailed at the link provided below.Roche Operating Principles
- Put Patients First: I always act as if patients I know are in
the room and do what's best for them.
- Follow the science: I seek answers through experiments, data
and debate, and act on facts.
- Act as one team: I care, collaborate and commit without
boundaries, and trust others to do their part.
- Embrace differences: I seek diverse perspectives, invite
opposing views, and challenge myself and others.
- Accelerate learning: I push to learn new things even if
difficult, and openly share my successes and failures.
- Simplify radically: I eliminate complexity, reuse with pride,
and accomplish more with less.
- Make impact now: I take accountability to do what's right,
deliver value fast, and don't wait for certainty.
- Think long term: I choose actions today that benefit future
generations.Genentech is an equal opportunity employer, and we
embrace the increasingly diverse world around us. Genentech
prohibits unlawful discrimination based on race, color, religion,
gender, sexual orientation, gender identity or expression, national
origin or ancestry, age, disability, marital status and veteran
status.
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Keywords: Genentech, Berkeley , Senior Marketing Manager - Respiratory, Advertising , San Francisco, California
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