Director, Omnichannel Activation Lead

F. Hoffmann-La Roche AG; South San Francisco (CA); Hybrid; USD 193,000 - 359,000; Full time

Job summary

Genentech, a member of the Roche group, is seeking a Director of Omnichannel Activation to drive digital marketing transformation in South San Francisco. You will lead the Omnichannel Activation team, orchestrate paid/owned/earned channels, and accelerate engagement for providers and patients.

The role demands leadership, strategic influence, and hands-on use of marketing tech. Based in CA with a hybrid schedule (3 days on campus), the position offers a competitive salary range and equity of

Qualifications

• Bachelor’s degree and 10+ years in roles including 7+ years in commercial functions with leadership.
• 5+ years leading teams in digital marketing, martech, or analytics with responsibility for marketing automation.
• Experience directing large-scale marketing technology rollouts and cross-functional adoption.
• Hands-on with analytics tools to extract insights and drive strategy.

Responsibilities

• Direct Omnichannel Activation team and drive high performance across campaigns.
• Enable enterprise workflows for omnichannel engagement across web, email, mobile/SMS, and media.
• Steward AI-enchanced customer journeys and marketing tech integration.
• Oversee CEP and annual planning with AI-enabled journey orchestration.
• Drive roadmaps with DDA and technology teams to boost adoption.
• Lead change management and training for a data-driven marketing mindset.
• Monitor AI, marketing automation trends to maintain competitive edge.

Skills

Omnichannel leadership

Marketing automation

Customer journey orchestration

Marketing analytics

Change management

Executive presence

Education

Bachelor’s degree

MBA or related graduate degree

Tools

Salesforce Marketing Cloud

Marketo

Google Analytics

Adobe Analytics

DV360

The Trade Desk

Meta Ads Manager

Job description

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.

The Opportunity

As the Director, Omnichannel Activation Lead within Genentech’s Digital Marketing Office (DMO), you will be a central driver of our digital marketing transformation, translating commercial vision into synchronized, personalized customer experiences. Reporting to the Head of Media & Innovation and collaborating closely with cross-functional leadership, you will lead the orchestration across paid, owned, and automated communication channels to accelerate healthcare provider and patient engagement.

In this role, you will:

• Directly lead, coach, and develop the Omnichannel Activation team, fostering high performance and cohesive execution across all commercial campaigns.
• Lead the enablement of enterprise workflows and operating processes for omnichannel engagement, connecting web, email, mobile/SMS, and media through intelligent automation.
• Serve as the principal executive steward for omnichannel enablement, integrating artificial intelligence and modern martech solutions across marketing workflows.
• Oversee and continually 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 closely with Digital, Data & Analytics (DDA) and technology product teams to drive user adoption.
• Spearhead comprehensive change management and multi-modal training programs to shift commercial teams toward a continuous, data-driven marketing mindset.
• Monitor advancements in generative AI, marketing automation, and third-party vendor platforms to maintain Genentech’s competitive edge in modern engagement.

Who you are

• Hold a Bachelor’s degree with a minimum of 10+ years of professional experience, including 7+ years within commercial functions (e.g., marketing, market access, customer insights, or sales) with progressive leadership responsibility.
• Bring 5+ years of dedicated experience leading teams within digital marketing, brand marketing, martech, or marketing data analytics with direct accountability for marketing automation or customer journey orchestration.
• Possess demonstrated experience directing large-scale marketing technology rollouts, process architecture, and cross-functional user adoption programs.
• Feature hands‑on capability utilizing marketing analytics and reporting platforms (e.g., web analytics, media platforms, BI dashboards, MMM) to extract insights and drive strategy.
• Exhibit exceptional executive presence, strategic influence, and proven change-management capability across matrixed organizational networks.
• Preferred: Master of Business Administration (MBA) or related graduate degree.
• Deep domain experience operating within the biotechnology, pharmaceutical, or other highly regulated industries, navigating compliance, medical, and legal review processes.
• Hands‑on proficiency with performance marketing engines, programmatic buying platforms (e.g., Google DV360, The Trade Desk, Meta Ads Manager), enterprise marketing automation (e.g., Salesforce Marketing Cloud, Marketo), and web analytics suites (Google Analytics, Adobe Analytics).
• Proven track record designing and optimizing end-to-end owned channel communications (email journeys, native apps, push notifications, web personalization, SMS).
• Demonstrated skill in designing adult-learning training programs and playbook documentation that demystify complex analytical tools and operational workflows for cross‑functional stakeholders.

Location

This role is based in South San Francisco and offers a hybrid schedule working 3 day per week on campus. No relocation benefits are available for this posting.

Salary

The expected salary range for this position based on the primary location of CA is $193,200 -$358,800. 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. 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.

About Genentech

Genentech, a member of the Roche group and founder of the biotechnology industry, is dedicated to pursuing groundbreaking science to discover and develop medicines for people with serious and life‑threatening diseases. To solve the world’s most complex health challenges, we ask bigger questions that challenge our industry and the boundaries of science to transform society. Our transformational discoveries include the first targeted antibody for cancer and the first medicine for primary progressive multiple sclerosis. The next step is yours.

Equal Opportunity Statement

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.

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.