Director of GenAI Content Strategy

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 Role

The Digital Marketing Office, led by the Head of Digital Marketing and reporting to the Chief Marketing Officer, drives Genentech’s digital marketing transformation across 5 key focus areas. One of these focus areas is Content Excellence. The candidate in this role will report to the Content Excellence Lead and lead the definition and alignment of GenAI business requirements with content creation and execution strategy, ensuring that GenAI tools and processes meet brand goals and drive efficient, high-quality content delivery at scale. The candidate will partner closely with Integrated Informatics and Experience Operations to align on a shared vision, roadmap, and implementation plan. 

Key Job Responsibilities 

• Continuously explore and assess emerging GenAI use cases to drive business impact, collaborating with 1Marketing and technical teams to evaluate feasibility and value

• Manage the creation and maintenance of a library of GenAI prompts to optimize output quality for content creation

• Lead GenAI applications for content strategy and marketing roadmap, including exploring future automation potential and ensuring integration across omnichannel marketing

• Identify and implement 1Marketing-led GenAI tool improvements and customizations in collaboration with technical teams

• Stay at the forefront of the evolving GenAI landscape, proactively identifying new opportunities for marketing innovation, and sharing insights with internal teams

• Drive adoption of GenAI tools through training, brand coaching, content activation champion (ICAT) engagement, and upskilling initiatives

• Collaborate with cross-functional teams to ensure seamless integration and execution of GenAI strategies

• Establish and track key performance indicators (KPIs) to measure the effectiveness and impact of GenAI capabilities, making data-driven adjustments as needed

• Continously engage governance bodies to ensure responsible AI use across 1Marketing 

• Lead initiatives that have broader organizational impact across the 1Marketing Function, impacting multiple therapeutic areas, and advancing progress towards our CMG outcomes

• Lead fit for purpose and flexibly deployed work teams across the CMG network based on their areas of expertise.

• Work autonomously to make decisions and act, in close alignment with 1Marketing content priorities. 

Demonstrates Advanced Proficiency within the following Key Competencies

Marketing Directors are expected to consistently perform at the Advanced level (advanced is defined as modeling competencies with sophistication and flexibility while elevating others’ skills).

• 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.

Minimum Candidate Qualifications & Experience

• Bachelor's degree 

• 8 years minimum work experience, with 6 years working in a marketing role or,  an Advanced Degree with 6 years of working experience with 5 years in a marketing role may be considered.

Additional Desired Candidate Qualifications & Experience

• 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

• Proven track record and experience in leading cross-functional teams and managing large-scale content initiatives

• Strong understanding of digital marketing and GenAI trends, technologies, and best practices

• Expertise with the design or execution of GenAI-enabled Content Creation processes

• Demonstrated expertise in analyzing performance metrics and making data-driven decisions 

• Ability to effectively influence a broad range of technical business-oriented leaders

• Experience facilitating cross-functional engagement, relationship building and collaboration 

• Deep understanding of pharma-specific content creation processes across digital (email, social, web, display, OLV) and print channels. 

• Familiarity with regulatory requirements for digital content in the pharmaceutical industry

• Strong organizational, communication skills with proven attention to detail

Location

• This position is based in South San Francisco, CA and offers a hybrid schedule working in the office 3 days per week.

• 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

The expected salary range for this position based on the primary location in California is $187,100 - $347,500.  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

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.