Business Analyst, Content & Omnichannel

Business Analyst, Content & Omnichannel - Job Description

Business Analyst, Content & Omnichannel

Summary of Position

Digital Experience is shaping the future of how Genentech connects with its patients and customers by harnessing the power of digital innovation and human-centered design. As healthcare evolves, the organization is leveraging cutting-edge AI, advanced digital engagement, end-to-end content management, and omnichannel technologies and operations to create seamless, personalized, and meaningful experiences for patients and customers.

This is an opportunity to lead transformative change by integrating advanced technology with strategic vision to drive impact at scale, redefine healthcare experiences, and build innovative digital solutions.

The Opportunity

The Business Analyst, Content & Omnichannel operates across the Data, Digital, and Analytics (DDA) organization to elicit, analyze, and validate business requirements for enterprise-grade content management, omnichannel campaign execution, and digital customer engagement capabilities.

Supporting AURORA, this role bridges commercial brand teams, Medical Affairs, agency partners, content and digital operations, and technical product teams to streamline content intake, creation, review, approval, and activation.

The Business Analyst will partner closely with Business Product Managers (BPMs), Activation Leads, and IT/RDT (Digital Technology) engineers to independently lead business analysis for assigned workstreams, translate stakeholder needs into functional specifications and future-state processes, and support BPM-led backlog prioritization across the Enterprise Content and Omnichannel Suites.

Two Business Analysts are being hired with complementary areas of emphasis. Both roles share the core responsibilities below, with deeper expertise in one of the following areas:

• Workfront & Process Implementation: Lead intake and workflow design, requirements translation, and functional validation for Adobe Workfront implementations or major enhancements.
• Medical Content Governance & UAT: Lead medical content process and governance design, review and approval requirements, business User Acceptance Testing (UAT), and adoption readiness.

Key Responsibilities

1. Requirements Elicitation & Process Analysis

• Elicit, analyze, specify, and validate stakeholder business needs across marketing, medical, and channel execution teams using workshops, use cases, and process flows.
• Translate end-to-end campaign and content supply chain workflows (e.g., Workfront, DAM, ACM/AJO) into functional requirements and business rules.
• Lead current-state assessments and future-state process design, rationalizing intake briefs and request forms and identifying opportunities for automation, standardization, and workflow simplification.
• Define content operating models, roles, handoffs, governance, workflow templates, and Standard Operating Procedures (SOPs) for commercial and medical content operations.
• Translate content operating requirements into Adobe Workfront requirements in collaboration with technical teams.
• Facilitate stakeholder workshops, solution demonstrations, and backlog refinement to validate requirements and resolve process decisions.
• Coordinate dependencies across business, technology, and vendor teams.

2. Solution Validation & Delivery

• Partner with IT and RDT technical teams to verify that technical specifications and user stories meet business acceptance criteria.
• Maintain product backlogs and sprint data in Jira, tracing business requirements through user stories, acceptance criteria, testing, and release outcomes.
• Lead business User Acceptance Testing (UAT) planning and execution for assigned workstreams, including test scenarios, business tester coordination, defect triage with IT/RDT, and validation against acceptance criteria.
• Coordinate business sign-off and release readiness.
• Define and track operational KPIs such as intake-to-approval cycle time, rework, and adoption.
• Use post-launch feedback to prioritize process and product improvements with Business Product Managers (BPMs).
• Develop training materials and support business readiness, deployment, and post-launch adoption with Activation Leads.
• Capture feedback from commercial, medical, and content operations teams.

3. Data & Analytics Integration

• Leverage data and analytics insights to evaluate campaign operational data, data flows, and metadata integrity.
• Understand data schemas and pipelines linking content execution tools to downstream reporting environments.
• Support measurement frameworks that connect digital engagement and channel execution with commercial outcomes.
• Collaborate with analytics partners to track and report on product KPI adoption.

Domain Focus Areas

Support requirements and workflow analysis across key Digital Experience capabilities:

• Content Creation & Management: Authoring, Digital Asset Management (DAM), modular content, content factory operating models, and commercial and medical review and approval workflows. Partner with review and compliance stakeholders to define risk-based routing, business rules, and governance requirements.
• Omnichannel Orchestration & Channels and Workflows: Email, web/mobile, SMS, paid media, and automated journey orchestration (e.g., ACM/AJO).
• Workflow Automation: Adobe Workfront intake, request forms, workflow templates, approvals, and process integrations across commercial, medical, content operations, and agency partners.

Who You Are

• Bachelor's degree in Business, Computer Science, Information Systems, or a related field.

• 3+ years of experience as a Business Analyst, Product Operations Analyst, Systems Analyst, or Functional Consultant, including delivery of enterprise content or workflow transformation in life sciences or healthcare.

• Demonstrated ability to independently lead requirements discovery and future-state process design with marketing and medical users, write functional specifications, and carry an assigned workstream through UAT and deployment.

• Platform and Delivery Experience: Hands-on functional experience translating business processes into enterprise workflow requirements, validating configured solutions, and supporting UAT and deployment. Experience with Jira or comparable backlog and defect-tracking tools.

• Role-Specific Experience:

• Workfront & Process Implementation: Direct Adobe Workfront implementation or major enhancement experience is preferred, including intake, request forms, workflow templates, and approvals.

• Medical Content Governance & UAT: Demonstrated medical content operations, review and approval governance, and UAT leadership experience is preferred. Adobe Workfront experience is preferred, with related enterprise workflow or content review platform experience also considered.

• Related Platform Experience (Preferred): Experience with DAM platforms such as Adobe Experience Manager (AEM Assets), Adobe Experience Platform, Adobe Journey Optimizer (AJO)/Adobe Campaign, Salesforce Marketing Cloud, Salesforce Data Cloud, or comparable platforms.

• Relevant expertise includes content metadata and governance, cross-platform workflow handoffs, audience segmentation, or journey orchestration.

• Candidates should demonstrate depth relevant to their role; experience across every listed platform is not required.

• Strong analytical, creative problem-solving, facilitation, and cross-functional stakeholder management skills, with demonstrated ability to align business, technology, and vendor teams on requirements, dependencies, and decisions.

AI Disclosure

This recruitment process will not use automated or AI-enabled tools to assist with application screening and scheduling. All hiring decisions are made by qualified human reviewers.

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