South San Francisco, CA

Senior Marketing Manager, Marketing Communications

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Position Description

Counsyl is looking for a senior manager, marketing communications to lead brand strategy, content marketing and cross-channel campaigns for the company. We’re in search of someone who is a expert and thought leader who thrives in a dynamic environment to partner with some of the best and brightest in the industry. This position will report to the head of marketing communications and public relations.

What You'll Do

  • Drive overall corporate brand strategy and provide creative direction and leadership for in-house and agency creative teams
  • Lead and inspire our audiences by telling the Counsyl story through innovative corporate brand campaigns
  • Maintain brand guidelines and ensure a consistency of vision and brand presentation
  • Develop and manage methods for measuring brand awareness and perception
  • Ensure consistency of brand identity, messaging, visual design and experience across all channels
  • Collaborate with women’s health marketing, content & campaign marketing, clinical, science, and other teams to drive brand campaigns
  • Develop co-brand strategy and lead co-brand initiatives in partnership with Counsyl’s sales team
  • Provide consultation and guidance regarding the Counsyl brand and build employee brand ambassadors throughout the company
  • Partner with Counsyl’s legal department to ensure trademarks are maintained and protected
  • Manage print vendor, ensuring that print quantities meet internal demand and that assets meet Counsyl’s brand guidelines; evaluate opportunities to shift assets from print to digital
  • Manage the company’s brand portal, including core templates and assets for use by internal and external stakeholders (digital asset management system) and co-branded templates for customers and partners
  • Provide regular evaluation and updates to the company’s repository of stock photography, proprietary photography, b-roll and other video assets; manage the ongoing shot list in between photo/video shoots
  • Manage print vendor relationship and budget, ensuring that print assets meet Counsyl’s brand guidelines and maximize our return on print investment
  • Ensure content consistency across all Counsyl assets
  • Set content themes/narratives on an annual basis, with quarterly check-ins, and align marketing communications initiatives to those themes
  • Manage Counsyl’s core message platforms and ensure they are reflected in Counsyl assets
  • Create central repository of messages (corporate and product) and ensure content owners update platforms according to agreed upon frequency
  • Manage Counsyl’s content management matrix (who owns what content; when content gets updated; and what core stats are in content)
  • Manage updates to content per agreed upon update frequencies
  • Manage Counsyl’s boilerplate
  • Craft multiple lengths for multiple channels (PR, social, blog, etc); disseminate when updated to stakeholders
  • Identify opportunities to generate shareable, interactive or other “sticky” content (white papers, infographics, video, webinars) around which Counsyl will center campaigns and other content marketing efforts
  • Hold weekly or biweekly editorial board/content marketing meeting with key stakeholders
  • Align on editorial calendar and asset creation
  • Manage Counsyl’s shared planning calendar
  • Send reminders to stakeholders to update content according to agreed upon frequency
  • Mine calendar for content marketing opportunities and campaigns
  • Meet regularly with WH and DP teams to have a constant pulse on upcoming content opportunities
  • Manage creative requests and hold weekly creative sync to prioritize creative work
  • Manage Counsyl editorial standards/style guide and bench of writers
  • Identify opportunities to use content marketing to drive marketing qualified leads, including:
  • Establishing a calendar/program of webinars
  • Tapping provider, patient advisory boards to generate or participate in content marketing
  • Optimizing lead gen opportunities at speaker programs
  • Optimizing content marketing efforts around conferences
  • Establishing digital lead gen priorities; establish/manage quarterly planning calendar with digital marketing manager
  • Lead campaigns for the company, focusing on driving marketing qualified leads and, secondarily, increasing overall brand awareness for Counsyl and its products
  • Deliver annual campaigns aligned to core marketing and company goals; align to consistent story arcs/narratives for the company
  • Tier and prioritize campaigns and align with internal stakeholders
  • Identity and align on annual story arcs/narratives for the company
  • Provide results reporting/insights for tier 1 and 2 campaigns
  • Make recommendations regarding the optimization of campaigns
  • Hold quarterly campaign planning meetings with key stakeholders
  • Manage Counsyl’s paid media opportunities to complement organic efforts
  • Assess paid media opportunities
  • Manage paid media budget
  • Assess the most effective paid media and optimize paid media mix

About You

  • Bachelor’s degree
  • 5+ years multichannel marketing experience; prefer experience in healthcare, women’s health, genetics, diagnostics (at agencies and/or within companies)
  • Record of delivering outstanding results
  • Experience with brand management, including guideline development, company brand portals, digital asset management
  • Experience with marketing promotional activity development (sales aids, video marketing, search marketing, email campaigns, webinars, etc.)
  • Vendor/agency management experience
  • Strong analytical and organizational skills
  • Strong communication and interpersonal skills; ability to interact with all levels of the organization
  • Team-oriented and skilled in working within a collaborative environment
  • Ability to manage multiple activities and prioritize effectively
  • Thrives working in a fast paced environment
  • Highly self-motivated and directed

Interview process

Counsyl is driven by some of the brightest people in the industry. Our interview process is geared to ensure that we continue to hire the very best. We are an equal opportunity employer and value diversity at our company.

Our interview process is composed of practical and situational interviews in a series of settings spanning Skype, practical exams, and in-person meetings. Our goal is to gauge both your ability to succeed in the first 90 days as well as your capacity to scale with us as we grow.

Why Counsyl?

Throughout it all, we are looking to understand why you are driven to be a part of our company. Specifically, we want to know how you identify with our mission and will contribute to our team.