Director, Omnichannel Activation Lead

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

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

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.