Staff Segment Outbound Marketer - Genetic Disease

Location
Working from home
Posted
Jul 14, 2021
Ref
2197
Required Education
Bachelors Degree
Position Type
Full time
Staff Segment Outbound Marketer – Genetic Disease

PacBio is seeking a talented, high-energy marketer to develop and lead the global campaign strategy and content creation of PacBio's Genetic Disease outbound marketing programs. This role will be responsible for developing integrated campaigns and programs that drive customer engagement, scale with the business and are informed by market data and analytics for the genetic disease segment. This position will lead cross-functional initiative teams to translate subject matter expertise into impactful omni-channel campaigns and collateral to drive awareness, demand, and sales enablement. Are you a natural “storyteller” with a passion for genomics and how it can impact human health? Come join us!

Role & Responsibilities:
  • Develops and implements go-to-market strategies and content that differentiate the PacBio brand by providing need-based value propositions, positioning, messaging, content and evidence-based proof points that accelerate the buyer journey.
  • Executes voice of market and voice of customer research to understand customer problems/needs, identify and prioritize customer segments for best-fit solutions, test differentiated value propositions and understand buyer behavior, attitudes, usage and value drivers; applies these insights to identify creative openings for differentiation.
  • Develops and writes marketing content to ensure alignment with need-based value propositions and target audience across the buyer journey; secures customer references as needed to build customer referrals.
  • Accountable for outbound marketing within segment to achieve near-term commercial goals and lay foundation for longer term market development goals.
  • Develop and manage a wholistic, multi-channel annual marketing plan for the segment based on behavioral and attitudinal customer analysis with input from a variety of cross-functional stakeholders and internal experts.
  • Responsible for clearly setting, tracking and reporting on KPIs for segment; using data to revise campaigns to revise marketing plan on a quarter-by-quarter basis as needed.
  • Experience in auditing/monitoring performance, making optimizations and recommending improvements that will improve lead conversion.
  • Work closely with Product Marketing, Sales and Regional Marketing teams to understand the customer data and relevant ‘interests' to optimize customer segmentation and outcomes.
  • Consults and supports regional marketing efforts with segment specific messages, content and strategy – works closely with regional marketing to refine and augment deliverables to support specific needs of region.
  • Work with segment leads to create sub-market campaigns as needed for maximum impact and ROI.


Job Requirements:
  • Bachelor's degree required, MBA, Masters, or PhD in a relevant field preferred.
  • 5+ Experience executing complex outbound marketing campaigns and sales enablement programs in a related industry (i.e. genomics, life sciences industry, genetic testing LDT / IVD space).
  • Familiarity with genetic disease testing market a plus.
  • A proven cross-functional leader – ability to lead through influence and manage a matrixed organization to achieve results.
  • Demonstrated understanding of email and database marketing infrastructures & technologies; experience with email and active nurture as a core component of a multi-pronged strategy a plus.
  • Passionate about sales enablement – driven to be the best at enabling our field teams to be the best in the industry, driving to increased revenue and customer engagement.
  • Proactive, self-motivated individual with the ability to work independently and manage multiple priorities.
  • Must have exceptional communication, influencing and executional skills and desire to work in a complex and challenging fast- paced environment.
  • Must be able to interact positively with internal stakeholders across functions and cultivate relationships across all levels and sub-functions of the PacBio Global commercial team.
  • Must have working knowledge of marketing analytics to inform campaign development, measure success and course correct where needed.
  • Talent for visual communication and display of complex information in graphical forms across multiple platforms.


All listed tasks and responsibilities are deemed as essential functions to this position; however, business conditions may require reasonable accommodations for additional tasks and responsibilities.

All qualified applicants will receive consideration for employment without regard to race, sex, color, religion, national origin, protected veteran status, or on the basis of disability, gender identity, and sexual orientation.