Director, Omnichannel Activation & AI-Driven Campaigns

Roche; South San Francisco (CA); Hybrid; USD 193,000 - 359,000; Full time

Job summary

Genentech in South San Francisco is seeking a Director, Omnichannel Activation Lead to drive our digital marketing transformation, translating commercial vision into synchronized, personalized experiences across paid, owned, and automated channels.

You will lead the Omnichannel Activation team, guide enterprise workflows, leverage AI and modern martech, and oversee planning processes while building a data‑driven culture and strong cross‑functional partnerships.

Qualifications

• Bachelor’s degree with 10+ years in commercial functions and 7+ years leading digital marketing teams.
• 5+ years leading teams in digital marketing, martech or analytics with marketing automation responsibility.
• Experience directing large-scale marketing technology rollouts and cross-functional user adoption programs.
• Hands-on use of marketing analytics and reporting platforms (web analytics, BI dashboards) to extract insights and drive strategy.
• Executive presence and change-management capability across matrixed organizational networks.

Responsibilities

• Directly lead, coach, and develop the Omnichannel Activation team.
• Lead the enablement of enterprise workflows for omnichannel engagement, connecting web, email, mobile/SMS, and media through intelligent automation.
• Serve as the principal executive steward for omnichannel enablement, integrating AI and modern martech solutions across marketing workflows.
• Oversee and refine the Campaign Execution Planning (CEP) and annual tactical planning processes, embedding AI-enhanced customer journey orchestration.
• Champion marketing business requirements in technology roadmaps, partnering with Digital, Data & Analytics (DDA) teams to drive user adoption.
• Spearhead comprehensive change management and multi-modal training programs to shift commercial teams toward a data-driven marketing mindset.
• Monitor advancements in generative AI, marketing automation, and third-party vendor platforms to maintain Genentech’s competitive edge.

Skills

Leadership

Marketing automation

Customer journey orchestration

Marketing analytics

Executive presence

Education

Bachelor’s degree

Tools

Google DV360

The Trade Desk

Meta Ads Manager

Salesforce Marketing Cloud

Marketo

Google Analytics

Adobe Analytics

Job description

Genentech in South San Francisco is seeking a Director, Omnichannel Activation Lead to drive our digital marketing transformation, translating commercial vision into synchronized, personalized experiences across paid, owned, and automated channels.

You will lead the Omnichannel Activation team, guide enterprise workflows, leverage AI and modern martech, and oversee planning processes while building a data‑driven culture and strong cross‑functional partnerships.