Senior Business Product Manager, Omnichannel Enablement

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.

Digital Experience is shaping the future of how Genentech connects with our patients and customers by harnessing the power of digital innovation and human-centered design. As healthcare evolves, we are bold in our approach – leveraging cutting edge AI, advanced digital engagement, end-to-end content management, and omnichannel technologies and operations to create seamless, personalized, and meaningful experiences for our patients and customers. This is your opportunity to lead transformative change, integrating advanced technology with strategic vision to drive impact at scale. If you are passionate about redefining the healthcare experiences and building something extraordinary, we want you on this journey. Let’s redefine what’s possible together!

This combined team, in collaboration with key partners, builds solutions to serve Marketing, Customer Engagement, Medical Affairs, Public Affairs & Access (“CMG”), and other patient- and customer-facing teams across CMG to shape and drive a seamless, consistent, meaningful, and compliant experience for patients and customers across our interactions. The team is specifically accountable for:

• Defining omnichannel solutions, shaping engagement strategies, designing, operationalizing, and producing seamless, consistent & meaningful patient and customer experiences.

• Accelerating, connecting, and enabling the development of digital solutions that enhance the patient and customer experience across CMG.

• Advancing the mission of seamless, consistent & meaningful patient and customer experiences that maximize patient impact while keeping compliance at the forefront.

The Senior Business Product Manager, Omnichannel Enablement drives the development, adoption, and continuous improvement of our omnichannel orchestration and automation capabilities with a focus on data and analytical products (e.g, segmentation, affinity models, digital 360) enabling the organization to deliver increasingly seamless experiences for our customers. This role partners closely with data and analytical product teams and defines business needs, product roadmaps, gathers user insights, and supports feature rollouts. The role will focus on leveraging data and analytics to optimize customer journeys, ensuring we have the right data to orchestrate more personalized customer experiences. This Senior Manager brings deep expertise in omnichannel capabilities (owned channels like email and web and paid channels like media and social), contributes to framework and best practice design, and is responsible for advancement of automated journey orchestration and audience management capabilities.  The Senior Manager brings experience in leveraging dynamic segmentation to automate customer experiences and has knowledge of omnichannel decision engines. Knowledge of these capabilities in the paid media and social space is important.  This Senior Manager has strong experience in collaboration and partnership with roles like Marketing, Medical and other functional partners.

Key Responsibilities 

• Partner with the Senior Director, Omnichannel Orchestration and Automation and/or Executive Director - Omnichannel Suite Lead to strategize and lead the capability roadmap for data-focused omnichannel initiatives partnering across Data Science, Data Product, Analytics, and Digital Engagement

• Champion data-focused omnichannel ambitions (segmentation, audience management, personas, etc.) by partnering across product groups (Data, Analytics, Digital Engagement) to define necessary products, capabilities, and scalable ways of working

• Act as the Business Product Manager for the Omnichannel Enablement

• Partner with Technical Product Manager and other BPMs to drive the development and improvement of product(s) or specific product features, ensuring alignment with the overall product vision – including decision engine integration and channel prioritization logic

• Help to define rules for channel prioritization, sequencing, and suppression to ensure data-driven, customer-centric engagement to be used within the enterprise omnichannel decision engine(s)

• Help evangelize the role of product(s) in achieving enterprise objectives, communicating their value proposition and roadmap(s) to senior leaders and organization-wide stakeholders.

• Act as point of contact for business feedback, recommendations, & user requests for enhancements to the product.

• Collaborate with the Technical Product Manager to align business outcomes with technical feasibility, ensuring the product delivers both business value and technical performance.

• Support the rollout of new features across new and existing users.

• Collaborate with Senior Director, Omnichannel Orchestration and Automation and other BPMs to establish business standards & templates and ensure pull-through.

• Collaborate with the Senior Manager, Digital Operations - Omnichannel to design, implement, and scale efficient ways of working across teams and processes. Partner closely with the Senior Business Product Manager, Orchestration and Senior Business Product Manager, Automation, to ensure alignment on business requirements and use cases for the marketing automation tool, enabling successful execution and adoption.

• Drive definition of business requirements for product usage & system health, leveraging GNE and industry standards.

• Drive experimentation to enhance product offerings, in line with the overall business learning agenda.

• Coordinate with business stakeholders, IT, and cross-functional enterprise product team partners to align on the product roadmap, fostering cohesive collaboration and unified efforts toward shared goals. 

• Collaborate with cross-functional teams and IT partners to ensure successful product integration and execution.

• Design and document orchestration frameworks powered by data and analytics that dictate how messages flow between channels

• Coordinate and scale cross-channel journey logic, ensuring the right message is delivered across the right channel at the right time to the right customer(s) leveraging data and analytics

• Comply with all laws, regulations and policies that govern the conduct of Genentech activities.

Who You Are

Minimum Candidate Qualifications & Experience

• Bachelor’s degree in business, technology, operations, science, marketing, or a related field.

• 5 years of experience, with 3 years in product management, digital product operations, or equivalent experience.

• Experience with data and analytics powering omnichannel customer experiences.  Experience with segmentation, targeting, audience management and affinity modeling.

• Experience with various channels, specifically paid media and connections to owned channels (email, web, SMS).

• Familiarity with external data sets used in customer journeys to drive actions for both digital and in-person touchpoints 

• Experience with sole ownership of tactics or product components, demonstrating the ability to articulate business problems, identify solutions, and drive execution from strategy through implementation.

• Demonstrated ability to develop and execute product roadmaps, including feature planning, timelines, and dependencies.

• Proven success in aligning stakeholders and collaborating with cross-functional teams to deliver seamless product integration.

• Strong analytical and problem-solving skills, with experience driving experimentation and optimization.

• Exceptional communication and presentation skills, with the ability to evangelize product vision and value across all levels of an organization.

• Proven ability to adapt and navigate ambiguous or evolving environments.

Additional Desired Candidate Qualifications & Experience

• Advanced degree, or equivalent experience (e.g., MBA or related graduate-level qualification).

• Experience in healthcare, pharmaceutical, or highly regulated industries.

• Ability to innovate and foster experimentation to improve product capabilities.

• Experience in managing and executing omnichannel marketing campaigns.

• Experience working with recommendation decision engines

• Strong expertise in audience segmentation and content strategy, with a proven ability to optimize campaigns for maximum reach and effectiveness across multiple channels.

• Proficiency in omnichannel marketing tools and platforms, with a demonstrated ability to apply business logic and analytics to drive campaign performance and refine targeting strategies

Location

• This position is based in South San Francisco, CA and relocation benefits are not available. 

The expected salary range for this position based on the primary location of South San Francisco, CA is $147,600 - $274,200 USD Annual.  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.

Benefits

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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.

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