Branding and Name Creation Lead

Role Purpose

Drive global and EMEA brand strategies and launches within the Crop Protection (CP) Marketing area, providing expertise and support to commercial teams in traditional and digital branding and communications, leading overall name-creation process for Syngenta CP new brands incl. products and services.

Accountabilities

Branding Lead

• Lead key strategic branding initiatives in Crop Protection
• Lead the development of big ideas, brand modelling, message map and other relevant topics
• Introduce new practices in branding to ensure best-in-class, customer-focused delivery
• Own relationships with agencies for development of big ideas and branding collateral
• Lead the development of concisend consice briefs
• Coordinate with Customer Insight team to ensure proper alignment with branding initiatives
• Work in close collaboration with the global/local marketing teams, CI team, Digital Marketing team to develop customer-centric and effective approach to branding and related asset/content creation
• Collaborate with the Commercial Excellence team to drive global branding community development
• Facilitate brand related workshops linked to global projects.
• Establish and own a project agenda, with clear deliverables, timelines and measures to deliver and implement
• Act as a catalyst to share and apply best practice between countries and businesses; challenge the status quo, seek for innovation and creativity
• Gain approval for necessary investments from governance body

Name Creation

• Lead overall Name Creation process, working closely with Legal as part of the working team
• Own and manage relationship with Cerno, Vocale, Brandstock and other potential providers
• Manage costs in alignment with budget, with the aim to optimize spend efficiency and ensure alignment with Regions and Global PLs
• Drive process and tools optimization to gain greater efficiency, guided by continuous feedback form users / requesters
• Communicate and drive process awareness and clarity down the organization
• Support creation of tradename process leveraging existing Name Creation approach

Knowledge, Experience & Capabilities

Critical knowledge

• Extensive understanding of traditional and digital branding and communications practices and methodologies
• Degree in brand management/ marketing communications or equivalent, with strong emphasis in digital marketing
• Minimum 5+ years agency or brand strategy and positioning experience
• Hands-on experience in FMCG / Pharma or B2B product branding and communications

Critical experience

• Marketing experience (Marketing Communications, Branding, Digital Marketing)
• Experience working with branded content (especially digital), visual identities and packaging
• Experience of identifying relevant insights based on data analytics to drive the business
• Drove operational efficiency improvement on projects and internal initiatives and set-up relevant KPIs for further optimization
• Experience creating from “white page” (vs. following existing processes)
• Broad international marketing communications experience
• Leading and managing complex projects while demonstrating discipline, great time and project management skills as well as setting priorities and being accountable
• Ideally previous experience of working in a local or regional marketing or commercial role
• Experience in Microsoft Office tools user (Powerpoint, Excel, Word, Teams, Outlook) 

Critical technical, professional and personal capabilities

• Creativity in approach while using empathy and non-linear thinking: be able to ideate solutions with customer in mind
• Comfortable with analytics and KPIs being able to harness the power of data
• Great set of communication and presentation skills, ability to land the message
• Strong networking skills, team player, keen interest to lead, learn and contribute Quick assimilation of information and effective guidance to the implementation team
• Easily embracing changing environment
• Proactive, takes on initiative. Challenges the status quo 
• Excellent interpersonal skills
• Passionate about farming / agriculture (no obligation for ag education)
• Comfortable with the scientific language / ag related scientific information

Critical leadership capabilities

• Demonstrated leadership skills and successfully navigated projects complexity leading the work from conceptual start to final deliver across geographies and work with external agencies and partners
• Experience in engaging and influencing multiple business partners, showing collaboration and interdependence skills through past examples

Syngenta is an Equal Opportunity Employer and does not discriminate in recruitment, hiring, training, promotion or any other employment practices for reasons of race, colour, religion, gender, national origin, age, sexual orientation, marital or veteran status, disability, or any other legally protected status.

As a world market leader in crop protection, we help farmers to counter these threats and ensure enough safe, nutritious, affordable food for all – while minimizing the use of land and other agricultural inputs. Syngenta Crop Protection keeps plants safe from planting to harvesting.  From the moment a seed is planted through to harvest, crops need to be protected from weeds, insects and diseases as well as droughts and floods, heat and cold. Syngenta Crop Protection is headquartered in Switzerland.

To learn more visit: www.syngenta.com and www.good-growth-plan