Customer Marketing Manager

Role purpose

• Develop GTM strategies for Targeted Customers / Distributors, prioritizing campaigns & resource allocation, defining marketing communication strategy, and developing on field Customer Intimacy Strategy.
• Establish a sound market intelligence platform as base for Marketing and Commercial Plans in order to drive fact-based business decisions

Dimensions

• Financial: with the aim to contribute to a business in the BA of USD50m over the next 4-5 years i.e. 2023-2027
• People: No of direct reports 1 (when budget allows), No of indirect reports 0

Geographic Scope: West Africa Business Area

Accountabilities

1. Campaign Management: Develop GTM strategies for Targeted Customers / Distributors, prioritizing campaigns & resource allocation, defining marketing communication strategy, and developing on field Customer Intimacy Strategy
   1. Maximize the value of our Customers/Distributors ensuring the alignment of marketing activities with the BA’s overall strategy
   2. Identify and address the needs of our main Customers/Distributors in our key crops and ensure on field development and implementation of a Customer Intimacy strategy
   3. Ensure Marketing Campaigns implementation and differentiation to support BA’s  5YPL delivery
   4. Establish E2E Campaign Management processes incl. Campaign evaluation, key learnings and best practice sharing to maximize middle and long-term profitability of our CP solutions
   5. Create opportunities for Cross-Functional collaboration across the BA by involving and influencing Sales Teams and CPD in the maximization of Customer Engagement
   6. Become the interface between CPD, Regulatory and Portfolio Teams to ensure alignment of marketing actions and activities with our BA overall marketing strategy
   7. Develop and implement key marketing actions for strategic partners in collaboration with WABA KAM Lead
2. Market Intelligence: Establish a sound market intelligence platform as base for Marketing and Commercial Plans in order to drive fact-based business decisions
   1. Build market knowledge by creating a network between Marketing, Commercial, Crop Protection Development (CPD) & Regulatory for a continuous collection of market, competition and other stakeholders’ insights if relevant to our business
   2. 1. Understand the market trends with regards to Portfolio evolution of competitors and new players
      2. Drive growers/distributors segmentation across BA West to enable targeted marketing initiatives and activities and map influencers and key stakeholders according to their importance to our business
      3. Provide in-depth view of Mid-Tier segment across West Africa
      4. Support the continuous improvement in Key Account Management leveraging market intelligence
   3. Research competitors financials, marketing, pricing & sales tactics

Knowledge, experience & capabilities

.Critical knowledge

• Bachelor or Master’s degree in agronomy or business administration
• Marketing (concepts, marketing mix principles, etc.) / Segmentation (concept and application)
• Business strategy development / Financial analysis / Business planning / Product knowledge
• 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
• Fluency in English and French.

Critical experience

• 5 years marketing experience
• Sales and channel management experience
• Familiar with West Africa Ag 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 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 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 moves, pipeline updates, investor briefs, etc.)

• Willingness to travel within BA
• Willingness to work in open space environment

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