Business Planning & Market Intelligence Manager

Role purpose

• Establish a sound market intelligence platform as base for Marketing and Commercial Plans and to drive fact-based business decisions
• Actively contribute to optimizing the channel (Morocco) and partners (Algeria, Tunisia) strategies and aligning to the intensification of PULL activities
• Define the Commercial Policy and impact of Commercial Terms while providing overall view on market players to contribute to shaping future Go-to-Market & Strategic Growth Initiatives
• Support the mindset shift from role centred to understand the strategic importance of Market Intelligence (MI) inside the organisation and be involved in Business Planning

Accountabilities

• Establish a sound market intelligence platform as base for Marketing and Commercial Plans and to drive fact-based business decisions

• Build market knowledge by creating a network between Marketing, Sales, Crop Protection Development (CPD) & Regulatory for a continuous collection of market, competition and other stakeholders’ insights if relevant to our business
• Drive 5 Year Plan exercise across BA Maghreb to collect market data and feed the AnaPlan database to reflect market trends and Syngenta ambition while aligning key stakeholders from the Business and relevant Functions
• Provide in-depth view of Biologicals segment across the Maghreb
• Provide market insights for various presentation (e.g. CropLife, distributors & other internal customers & consult with them on effective use & presentation of market intelligence)

• KPIs: improve in market understanding (e.g. I-Plan reports of competitors & market segment); effective network with selected stakeholders; improved understanding of Biologicals segment

  Actively contribute to optimizing the channel strategy and aligning to the intensification of PULL activities to continuously improve the Key Account Management in Direct Business

• Understand Syngenta-Channel-Growers relationships & how to synergistically improve this relationship for future growing plans in Morocco
• Exchange, support and learn in market intelligence with our strategic partners in Algeria and Tunisia to ultimately support the continuous improvement in Key Account Management
• Oversee day-to-day interactions with market analysis & influencers via Sales & CPD Team
• Research competitors financials, marketing, pricing & sales tactics
• KPIs: quality of PULL activities (Distributors feedback); alignment with strategic partners (Key Account

• Accountabilities

  Establish a sound market intelligence platform as base for Marketing and Commercial Plans and to drive fact-based business decisions

• Build market knowledge by creating a network between Marketing, Sales, Crop Protection Development (CPD) & Regulatory for a continuous collection of market, competition and other stakeholders’ insights if relevant to our business
• Drive 5 Year Plan exercise across BA Maghreb to collect market data and feed the AnaPlan database to reflect market trends and Syngenta ambition while aligning key stakeholders from the Business and relevant Functions
• Provide in-depth view of Biologicals segment across the Maghreb
• Provide market insights for various presentation (e.g. CropLife, distributors & other internal customers & consult with them on effective use & presentation of market intelligence)

• KPIs: improve in market understanding (e.g. I-Plan reports of competitors & market segment); effective network with selected stakeholders; improved understanding of Biologicals segment

  Actively contribute to optimizing the channel strategy and aligning to the intensification of PULL activities to continuously improve the Key Account Management in Direct Business

• Understand Syngenta-Channel-Growers relationships & how to synergistically improve this relationship for future growing plans in Morocco
• Exchange, support and learn in market intelligence with our strategic partners in Algeria and Tunisia to ultimately support the continuous improvement in Key Account Management
• Oversee day-to-day interactions with market analysis & influencers via Sales & CPD Team
• Research competitors financials, marketing, pricing & sales tactics

• KPIs: quality of PULL activities (Distributors feedback); alignment with strategic partners (Key Account feedback); enhanced market data to define plans

  Define the Commercial Policy and impact of Commercial Terms while providing overall view on market players to contribute to shaping future Go-to-Market and Strategic Growth Initiatives

• Build the Commercial Policy for Morocco and Direct Business countries in-scope to ensure effective operating model and efficiency analysis
• Analyse the Gross-to-Net efficacy for channel partners to ensure pay for performance approach
• Provide market information to track new product introduction, pricing information, competition channel strategy and be force of proposition to suggest go-to-market (GTM) approach
• Share market insights as appropriate on GTM project and channel move
• Proactively share relevant MI content with relevant stakeholders (alert on trends, risks, opportunities)

• KPIs: Commercial Policy in place, Commercial Terms efficacy analysis, Pricing Observatory file, GTM project as applicable, Market Intelligence quarterly reports

  Support the mindset shift from role centred to understand the strategic importance of Market Intelligence (MI) inside the organisation and be involved in Business Planning

• Support shift of employees from a role centred on processes to a more customer focused and entrepreneurial mindset and contribute in shaping the Sales Incentives Plans (SIP) / Representative Office Performance Plan (ROPP) of Sales / Marketing Team aligned to commercial strategy
• Conduct market research for buyer behaviour insights & market dynamics to develop an impactful segmentation
• Connect with the AME and Global BI/CI/MI network to leverage existing expertise and share best practices and sources across Syngenta
• Be the thinking-partner of choice for market related content vs. only being a data provider
• Assists in standardization of the compilation of information & reporting to the management

• KPIs: BA Maghreb employees understanding of the value of MI (internal survey), coordination of external market survey, MBR contribution, SIP/ROPP definition, go-to-person for MI within BA Maghreb

Critical success factors & key challenges

• Sound knowledge of business, risk management, financial modelling tools & techniques
• Bring a good mix of analytical skills and knowledge of marketing research techniques
• Understanding and driving of commercial strategy
• Upskill the marketing capability of the organization
• To look for new solutions in marketing, agriculture and continually develop knowledge and skills
• Generating new insights to influence strategic thinking
• Deep-dive analysis (on a proactive basis first and on needs as well): Industrial Trends, latest competitors move, pipeline updates, investor briefs, etc.)

Knowledge, experience & capabilities

Critical knowledge

• Bachelor or Master’s degree in agronomy or business administration (+MBA)
• Marketing (concepts, marketing mix principles, etc.) / Segmentation (concept and application)
• Business strategy development / Financial analysis / Business planning / Product knowledge
• Leadership skills: communicate with impact, lead change and hold ambiguity, manage for performance, collaborate across boundaries, build a culture of innovation
• Understanding of competitive environment, product management and line management experience / Knowledge of influencers and channel management
• Agribusiness experience: knowledge of crop protection products and downstream industrial expectations and needs towards agrochemical companies

Critical experience

• 5 years sales or marketing experience
• Sales and channel management experience
• Familiar with the North African business environment

Critical technical, professional and personal capabilities

• Apply effective grower, channel and influencer segmentation
• Understanding of marketing research principles (e.g. marketing methods, segmentation, channel management)
• Design and implement distinctive value proposition to customers, effective CRM strategy
• Exposure to Internal Systems such as AnaPlan (I-Plan), Salesforce.com
• Analytical thinking
• Influential and communication skills

Critical leadership capabilities

• Lead internal, Lead others
• Determined Execution, Growth for all, Long view

Additional information

• Willingness to travel in the in-scope countries
• Good English, French and Arabic language skillset required travel in the in-scope countries

Syngenta Group is one of the world’s leading sustainable agriculture innovation companies, with roots going back more than 250 years. Our 53,000 people across more than 100 countries strive every day to transform agriculture through tailor-made solutions for the benefit of farmers, society and our planet – making us the world’s most local agricultural technology and innovation partner. Syngenta Group is committed to operating at the highest standards of ethics and integrity. This is a commitment that we are making to investors, customers, society and employees. Syngenta Group is also committed to maintaining a workplace environment free from discrimination and harassment.