Digital Marketing Senior Director

Employer
GRAIL, Inc.
Location
Menlo Park, CA, United States
Posted
Feb 14, 2021
Ref
1763704034
Hotbed
Biotech Bay
Required Education
Bachelors Degree
Position Type
Full time
GRAIL is a healthcare company whose mission is to detect cancer early, when it can be cured. GRAIL is focused on alleviating the global burden of cancer by developing pioneering technology to detect and identify multiple deadly cancer types early. The company is using the power of next-generation sequencing, population-scale clinical studies, and state-of-the-art computer science and data science to enhance the scientific understanding of cancer biology, and to develop its multi-cancer early detection blood test. GRAIL is headquartered in Menlo Park, CA with locations in Washington, D.C., North Carolina, and the United Kingdom. It is supported by leading global investors and pharmaceutical, technology, and healthcare companies. For more information, please visit www.grail.com.

The Digital Marketing Senior Director will have responsibility across the customer experience lifecycle-lead generation, acquisition, conversion, retention, upsell and cross-sell - across B2B customers, health care practitioners and patients/consumers. This senior leader will help build out the digital function at Grail, including website design/development, marketing technology stack and all funnel activities. This role will need to partner closely with numerous stakeholders and improve the overall digital experience for all of Grail's customers.

This Senior Director will lead-and build over time-a team of Digital Marketers who are charged with building our brand and service offerings to be as simple and customer-centric as possible. This Digital leader will create collaborative and added-value, joint customer business plans, influence internal stakeholders, and partner closely with sales and marketing to build the right digital tools and technologies to support the field's selling efforts. Their work will need to be closely aligned and coordinated with product, product marketing and field sales/channel agendas. This position reports to the VP of Marketing, and will support customer marketing, product marketing and the field sales organization.

You Will:

• Partner closely with product and customer marketing leads to develop digital strategies, metrics, content and plans that drive business objectives. Lead day-to-day execution of digital campaigns, tactics and programs to drive website traffic, product sales, clinical trial recruitment and other business objectives.
• Digital Customer Acquisition - Profitably drive Digital customer acquisition funnel. This work will include the creation of new sites, new landing pages, and the ongoing trafficking of assets to drive profitable customer acquisition and deliver against company revenue and lead gen goals. This work will need to be closely coordinated with Product and Customer Marketing, Software and IT teams, so the approach and branded messaging is integrated, consistent, and optimized for success. Tactics will include the full range of standard, Interactive Marketing tools-Display, Retargeting, Email, SEO/SEM, Web Video, Social Media, and Mobile.
• Online customer experience - work closely with the VP of Customer Experience to deliver exceptional customer experience in the digital channels. Allow prospects and customers to be educated and inspired, provide tailored messages to customer needs by channel/product, ensure communication and messaging is integrated across online and offline channels. Acts as a brand steward to ensure product, messaging and all elements of the marketing mix maintain brand equity; responsible for design of all product websites and digital assets, as well as seamless integration into the corporate site.
• Digital Customer Acquisition & Campaigns - Profitable lead generation and B2B customer prospecting via campaigns, landing pages, specific assets. Future work on B2C. Will include display, retargeting, email, video, SEO/SEM, webinars, social media, etc. continuous optimization.
• Comprehensive content strategy - Development and activation of digital content strategy to drive awareness, consideration and preference. Define content requirements and implementation, which includes a deep understanding of various customer types and segments.
• CRM - Define strategy, content and plans for all CRM and retention efforts including customers, HCPs and patients.
• Marketing Technology - Partner closely with Field Sales Operations to select, set-up, train organization, and maintain best Mar Tech stack of tools (Salesforce Marketing Cloud, Pardot, HootSuite, Qualtrics, Basecase, Google analytics, etc).
• Measurement and KPIs - With marketing partners, develop channel metrics and corresponding benchmarks to assess value through analytics, measure success, and recommend campaign optimization based on results. Partner closely with insights and marketing to understand the needs of each segment.
• Build a world class digital team - Network of digital/social experts, agencies, vendors and technology suppliers plus building out the skill set of the team.
• Maintain view of latest practices and tools across the industry to identify and drive best practice recommendations. Be a subject matter expert in digital marketing techniques.
• Work cross-functionally with marketing leads, Corporate Communications, Regulatory, Product Management, Clinical Development, and other Commercial functions to enable optimal campaign execution.

Your Background Should Include:

• Bachelor's Degree or equivalent; MBA is preferred
• 15+ years experience in Digital Marketing, Marketing Operations, or Product Marketing in the life sciences industry
• Familiarity with Marketing Automation Platforms such as Salesforce, Marketing Cloud, Pardot or similar is required
• Strong knowledge of best practices in digital media, growth marketing, email marketing and website optimization
• Has extensive experience managing and optimizing paid social media channels to optimize conversion
• Demonstrated knowledge and experience of traditional and non-traditional marketing channels including search engine optimization, marketing database, email, social media, display advertising campaigns
• Strong knowledge of website and advertising analytic tools
• Demonstrated success building organizational capabilities through process design, organizational development, recruiting and training high-performing E-commerce/Sales/Digital Marketing teams.
• Experience in both B2B and B2C preferred, ideally with some time in diagnostics, life sciences or health technology
• Proven ability to collaborate and work cross-functionally to drive results in a matrixed, fast-paced environment
• Demonstrated track record of getting things done and growing responsibility over time
• Attention to detail and strong organizational skills
• Track record of challenging the status quo and demonstrating passion for breakthrough ideas

We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.