Customer Marketing Director - Access, Gastroenterology
Genentech, South San Francisco, CA, United States
The Position
Customer Marketing Director - Access, Gastroenterology
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 Position 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.
As part of a newly established pre‑launch Gastroenterology (GI) Marketing team, this Marketing Director reports directly to the Executive Marketing Director of GI and is integral to successfully delivering the GI marketing vision and network goals. Specifically, this Marketing Director, in collaboration with the larger team, is responsible for launching our GI Product in ulcerative colitis, the launch indication of one of the most valuable molecules in the Genentech pipeline. Our product is unique in the Genentech pipeline as (1) it will be available both in an intravenous (IV for induction) and subcutaneous (SC for maintenance) formats, (2) will fall under both a medical (Medicare Part B) and pharmacy (Part D) benefit and (3) is the organization’s first commercial launch with gastroenterologists. Accordingly, a successful launch will include crafting an integrated payer/provider strategy & pioneering organizational capabilities around in the Pharmacy Benefit, Part D space.
Key Responsibilities Strategic Leadership:
Lead the Launch Access Team and the overall Organized Customer marketing strategy.
Establish and optimize critical elements to streamline access (e.g., starter & bridge programs & services/channels to engage HCPs & patients).
Optimize product brand profitability through specific marketing channels for targeted access customer segments / financial decision makers.
Work closely with senior marketers on the team to deliver on the payer/provider value proposition and overall Day 1 Access readiness.
Data‑driven Growth:
Translate high‑level brand strategy into the development and execution of the customer strategy, tactical planning, and execution of all marketing campaigns, collaborating closely with Customer Marketers.
Create and deliver tailored and actionable omnichannel customer engagement, leveraging appropriate customer insights including customer journeys, personas, market/competitor insights and other data as needed.
Determine critical moments/barriers in the customer journey and develop content to overcome identified barriers.
Accountable for meeting short‑term (90‑day) and long‑term (3‑5 year) strategic goals for customers with measurable impact.
Coordinate and validate messaging of clinical and non‑clinical strategy for customers.
Collaborate with Executive Marketing Director and TA Marketers to influence overall objectives and long‑range goals for the brand; make decisions that have significant impact.
Identify and work regularly with both key internal network partners and external resources to ensure cross‑marketing, cross‑functional, and field alignment.
Content & Campaign Execution:
Design and execute seamless, well‑integrated marketing campaigns across multiple marketing platforms and channels (including all field channels) for the customer.
Play a leadership role 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 content execution across all marketing platforms, channels and relevant customer types (patients, providers, organized customers).
Manage media budget, Agency of Record (AoR) spend, and oversee campaign performance through measurement and optimization.
Partner with analytics, operations, and field teams to measure marketing performance through leading, lagging, and customer satisfaction indicators to optimize campaigns and drive outcomes.
Lead initiatives that have broader organizational impact across the Marketing Function, impacting multiple TAs, and advancing progress toward our Commercial, Medical and Government Affairs (CMG) outcomes.
Pursue continuous professional development including latest innovative capabilities, platforms, or solutions to support customer marketing efforts.
Team Leadership:
Lead, develop and inspire a thriving Marketing Team and foster belonging within and across teams.
Responsible for short and medium‑term capacity planning, enablement, project coaching and oversight of Customer Marketers.
Identify key internal network partners and facilitate cross‑marketing, cross‑functional, and field alignment to ensure optimal deployment of campaigns and customer strategy.
Work autonomously to make decisions and act in close alignment with the full product value proposition, customer positioning, and Squad priorities.
Key Competencies
Customer Understanding – constantly learning about customers and their world.
Competitive Value Creation – determine relevant, competitive, and profitable value story for customers.
Strategy Development – set smart choices to achieve customer and company goals.
Integrated Campaign Development – build compelling, motivating campaigns that drive action.
Content Development & Approval – craft simple, meaningful stories efficiently and fully compliant.
Execution Readiness – rally organization to plan, coordinate, and pull through strategy.
Delivery & Optimization Across Channels – ensure seamless, memorable experience for customers.
Measurement & Iteration – evaluate, adjust, and continuously improve.
Project & Vendor Management – manage projects, partners, and suppliers to deliver on time and within budget.
Minimum Candidate Qualifications & Experience
Bachelor’s degree.
8 years minimum work experience, with 6 years of commercial experience (sales, market access or customer insights), two of which must be in marketing.
Experience with sole ownership of tactics or pieces; ability to articulate business problems, identify solutions and own content from strategy through execution.
Access and payer experience specifically with pharmacy benefit/Part D medicines.
Experience coaching and leading team members (directly and/or via project teams).
Additional Desired Candidate Qualifications & Experience
MBA or other related graduate level degree preferred.
Progressive years of Marketing experience preferred.
Experience working in an omnichannel/digital marketing role.
Strong customer understanding, including developing/utilizing personas, customer journeys, segmentation tools, and executing omnichannel campaigns.
Experience measuring success of investments, including campaign and content, and continuously improving tactics to maximize business value.
Experience creating marketing strategies, plans and tactics that have strengthened market positioning and driven high‑value customer and business outcomes.
Deep understanding of physician rebate programs & payer contracting / negotiations.
Experience with sole ownership of tactics or pieces; ability to articulate business problems, identify solutions and own content from strategy through execution.
Prior experience operating in a biosimilar and innovator marketplace.
Understanding of and tactical experience with access execution (working with BEMs, NAMs, and FRMs) across all customer segments.
Proven track record of strategic thinking, especially the ability to make tough decisions by balancing mid‑term profitability vs. short‑term top‑line upside.
Location This position is based in South San Francisco, CA. Relocation assistance is not available at this time.
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.
Salary and Benefits The expected salary range for this position based on the primary location in California is $189,600 - $352,200. 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 below.
Benefits
Equal Opportunity Employer Genentech is an equal opportunity employer. It is our policy and practice to employ, promote, and otherwise treat any and all employees and applicants on the basis of merit, qualifications, and competence. The company’s policy prohibits unlawful discrimination, including but not limited to, discrimination on the basis of Protected Veteran status, individuals with disabilities status, and consistent with all federal, state, or local laws.
If you have a disability and need an accommodation in relation to the online application process, please contact us by completing this form Accommodations for Applicants.
#J-18808-Ljbffr
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 Position 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.
As part of a newly established pre‑launch Gastroenterology (GI) Marketing team, this Marketing Director reports directly to the Executive Marketing Director of GI and is integral to successfully delivering the GI marketing vision and network goals. Specifically, this Marketing Director, in collaboration with the larger team, is responsible for launching our GI Product in ulcerative colitis, the launch indication of one of the most valuable molecules in the Genentech pipeline. Our product is unique in the Genentech pipeline as (1) it will be available both in an intravenous (IV for induction) and subcutaneous (SC for maintenance) formats, (2) will fall under both a medical (Medicare Part B) and pharmacy (Part D) benefit and (3) is the organization’s first commercial launch with gastroenterologists. Accordingly, a successful launch will include crafting an integrated payer/provider strategy & pioneering organizational capabilities around in the Pharmacy Benefit, Part D space.
Key Responsibilities Strategic Leadership:
Lead the Launch Access Team and the overall Organized Customer marketing strategy.
Establish and optimize critical elements to streamline access (e.g., starter & bridge programs & services/channels to engage HCPs & patients).
Optimize product brand profitability through specific marketing channels for targeted access customer segments / financial decision makers.
Work closely with senior marketers on the team to deliver on the payer/provider value proposition and overall Day 1 Access readiness.
Data‑driven Growth:
Translate high‑level brand strategy into the development and execution of the customer strategy, tactical planning, and execution of all marketing campaigns, collaborating closely with Customer Marketers.
Create and deliver tailored and actionable omnichannel customer engagement, leveraging appropriate customer insights including customer journeys, personas, market/competitor insights and other data as needed.
Determine critical moments/barriers in the customer journey and develop content to overcome identified barriers.
Accountable for meeting short‑term (90‑day) and long‑term (3‑5 year) strategic goals for customers with measurable impact.
Coordinate and validate messaging of clinical and non‑clinical strategy for customers.
Collaborate with Executive Marketing Director and TA Marketers to influence overall objectives and long‑range goals for the brand; make decisions that have significant impact.
Identify and work regularly with both key internal network partners and external resources to ensure cross‑marketing, cross‑functional, and field alignment.
Content & Campaign Execution:
Design and execute seamless, well‑integrated marketing campaigns across multiple marketing platforms and channels (including all field channels) for the customer.
Play a leadership role 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 content execution across all marketing platforms, channels and relevant customer types (patients, providers, organized customers).
Manage media budget, Agency of Record (AoR) spend, and oversee campaign performance through measurement and optimization.
Partner with analytics, operations, and field teams to measure marketing performance through leading, lagging, and customer satisfaction indicators to optimize campaigns and drive outcomes.
Lead initiatives that have broader organizational impact across the Marketing Function, impacting multiple TAs, and advancing progress toward our Commercial, Medical and Government Affairs (CMG) outcomes.
Pursue continuous professional development including latest innovative capabilities, platforms, or solutions to support customer marketing efforts.
Team Leadership:
Lead, develop and inspire a thriving Marketing Team and foster belonging within and across teams.
Responsible for short and medium‑term capacity planning, enablement, project coaching and oversight of Customer Marketers.
Identify key internal network partners and facilitate cross‑marketing, cross‑functional, and field alignment to ensure optimal deployment of campaigns and customer strategy.
Work autonomously to make decisions and act in close alignment with the full product value proposition, customer positioning, and Squad priorities.
Key Competencies
Customer Understanding – constantly learning about customers and their world.
Competitive Value Creation – determine relevant, competitive, and profitable value story for customers.
Strategy Development – set smart choices to achieve customer and company goals.
Integrated Campaign Development – build compelling, motivating campaigns that drive action.
Content Development & Approval – craft simple, meaningful stories efficiently and fully compliant.
Execution Readiness – rally organization to plan, coordinate, and pull through strategy.
Delivery & Optimization Across Channels – ensure seamless, memorable experience for customers.
Measurement & Iteration – evaluate, adjust, and continuously improve.
Project & Vendor Management – manage projects, partners, and suppliers to deliver on time and within budget.
Minimum Candidate Qualifications & Experience
Bachelor’s degree.
8 years minimum work experience, with 6 years of commercial experience (sales, market access or customer insights), two of which must be in marketing.
Experience with sole ownership of tactics or pieces; ability to articulate business problems, identify solutions and own content from strategy through execution.
Access and payer experience specifically with pharmacy benefit/Part D medicines.
Experience coaching and leading team members (directly and/or via project teams).
Additional Desired Candidate Qualifications & Experience
MBA or other related graduate level degree preferred.
Progressive years of Marketing experience preferred.
Experience working in an omnichannel/digital marketing role.
Strong customer understanding, including developing/utilizing personas, customer journeys, segmentation tools, and executing omnichannel campaigns.
Experience measuring success of investments, including campaign and content, and continuously improving tactics to maximize business value.
Experience creating marketing strategies, plans and tactics that have strengthened market positioning and driven high‑value customer and business outcomes.
Deep understanding of physician rebate programs & payer contracting / negotiations.
Experience with sole ownership of tactics or pieces; ability to articulate business problems, identify solutions and own content from strategy through execution.
Prior experience operating in a biosimilar and innovator marketplace.
Understanding of and tactical experience with access execution (working with BEMs, NAMs, and FRMs) across all customer segments.
Proven track record of strategic thinking, especially the ability to make tough decisions by balancing mid‑term profitability vs. short‑term top‑line upside.
Location This position is based in South San Francisco, CA. Relocation assistance is not available at this time.
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.
Salary and Benefits The expected salary range for this position based on the primary location in California is $189,600 - $352,200. 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 below.
Benefits
Equal Opportunity Employer Genentech is an equal opportunity employer. It is our policy and practice to employ, promote, and otherwise treat any and all employees and applicants on the basis of merit, qualifications, and competence. The company’s policy prohibits unlawful discrimination, including but not limited to, discrimination on the basis of Protected Veteran status, individuals with disabilities status, and consistent with all federal, state, or local laws.
If you have a disability and need an accommodation in relation to the online application process, please contact us by completing this form Accommodations for Applicants.
#J-18808-Ljbffr