Staff/Senior Staff, Scientific Writer/Content Lead (Product Marketing)

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Job description

Please be aware that, as a condition of employment, proof of COVID vaccination is required for all U.S.-based employees (subject to limited exceptions).

Location: San Diego, CA, Menlo Park, CA, or remote.

Staff/Senior Staff, Scientific Writer/Content Lead (Product Marketing)

The scientific community is excited to learn about HiFi sequencing and PacBio technology! We are seeking a passionate communicator and customer champion to take our content to the next level. The successful candidate will be responsible for representing and fulfilling the technical or scientific informational needs of our customers - from first interest or search through to engagement with a sales rep, purchase, and post-purchase advocacy. The successful candidate will partner across the marketing organization to provide meaningful scientific content and sales tools at the right depth to help prospects move efficiently through the buyer's journey.

This role will require a deep understanding of our customer personas and an ability to translate complex/technical concepts into straightforward, persuasive content that resonates with their expectations and needs, is detailed but not overwhelming, empathic but not overly casual, thought-provoking, engaging, and actionable. The successful candidate will put themselves in the minds of our various customers - academics, core labs, service providers, etc. They will be responsible for collaborating closely with product marketing, content and digital marketing, product support, field support, and sales to produce compelling content across the full range of content types and analysis of content performance. They will identify opportunities to proactively improve content by rewriting, summarizing, restructuring, strengthening sourcing, incorporating visual elements, filling coverage gaps, and more. The successful candidate is a cross-functional team player who will work to identify, create, and execute content strategy and specific content pieces focused on driving increased engagement, efficiencies, and sales growth.

Responsibilities

Understand and champion our customers, translating their needs into flexible compelling content that move and enable customers on the buyers' journey

• Functions as the internal content champion for our customers, from identifying their challenges and opportunities, to designing and writing content solutions to meet their needs (and enabling on their buyers' journey)
• Drives the use of various tools to engage with and gather feedback from our customers (VOC) in order to develop content goals and paths based on personas and the buyers.
• Translates VOC insights into content goals, plans and usages that provide value to the customer, and are delivered on brand and in line with business goals.
• Works closely and collaboratively with all customer-facing organizations, to support timely cross-functional initiatives by partnering with wide range of scientific content and customer experts across the marketing and commercial team
• Provides thought leadership in segmentation, positioning, and customer targeting with Marketing and corporate communications

Drive faster customer pre-sale education cycles, and enable customer advocacy and loyalty with the right content at the right place

• Works with leadership and cross-functional partners to define a lasting vision for PacBio content.
• Performs content gap analyses and works to fill identified gaps that will drive customers more effectively through the buyer's journey, assessing value of content pieces and types based on qualitative and quantitative inputs
• Creates content, especially across platform pieces and during key product launches or initiatives

Measure/Track content metrics (clicks, time with piece, total pieces consumed in a session, etc.) and optimize based on above metrics

• Partner with colleagues in corporate marketing and commercial operations to evaluate content for performance and create plans that optimize pieces across platforms and audiences
• Uses data from Content Management Systems (CMS), including internal and external data, and actively work to understand the whole content experience for PacBio prospects and customers and to create a content strategy that encompasses their needs
• Collect, analyze, and report on content marketing KPIs to inform and optimize ongoing content marketing efforts

Requirements

• 5+ years experience in scientific content strategy, content creation, sales enablement in the life-science space
• Knack for ideating unique content pieces and campaigns that drive engagement, and a history of developing sales tools that are consistently in the field's "top 3 pieces I always have in my bag"
• Ability to drive product led content marketing initiatives with clear paths to user engagement and MQL generation
• Passion for scalable content ideas that prevent fragmented product and segment resources
• Experience with enterprise level content marketing tools
• A growth mindset and a desire to learn quickly
• Data-driven mindset, passion for testing and optimizing our content and plans based on real world metrics
• Deep empathy for customers and passion for simplifying messages, answering their questions, and enabling them during the buying process
• Experience in regulated industries (e.g. life science) and well versed in content compliance and upholding brand standards
• B.S. or B.A. in life sciences preferred

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.