Digital & Communication Specialist

Accountabilities

• Impactful communication to targeted customer groups: develop cost-effective external communication to support Sales Areas on business delivery while strengthening our brand
• Lead gradual mindset shift from traditional ways of interacting to digital, especially in campaigns, events and in building grower program offers
• Owner of Digital Marketing platform and responsible to coordinate with agencies as go-to-person of Syngenta for various e-marketing platforms or tools targeting Customer Targeted Groups (CTGs)
• Coordinate Advertisement & Promotion (A&P) and Traditional Marketing channels and managing the website ergonomy
• Effectively work across boundaries

Impactful communication to targeted customer groups: develop cost-effective external communication to support Sales Areas on business delivery while strengthening our brand

• Develop integrated communication plan aligned to business targets in conjunction with Campaign Leads and share knowledge / experience with Strategic Key Accounts in Algeria and Tunisia
• Ensure the delivery of highly targeted, personalized messages to address our target group needs based on a clear grower segmentation.
• Select local agencies and media partners where necessary
• Ensure best ROI within communication budget while balancing tactical with long-term

KPIs: measure results through targeted surveys; business delivery, brand awareness & recognition

Lead gradual mindset shift from traditional ways of interacting to digital, especially in campaigns, events and in building Grower Program Offers

• Develop external communication strategy supporting BA Maghreb 5-Year Plan delivery and overall Syngenta Group direction in Digital Marketing
• Ensure data is captured from the digital marketing tactics with relevant KPIs which are analyzed and turned into actionable insights  
• Understand, assess and analyse the role of traditional vs. digital communication in our industry to support the gradual mindset shift across BA Maghreb

Lead gradual mindset shift from traditional ways of interacting to digital, especially in campaigns, events and in building Grower Program Offers

• Develop external communication strategy supporting BA Maghreb 5-Year Plan delivery and overall Syngenta Group direction in Digital Marketing
• Ensure data is captured from the digital marketing tactics with relevant KPIs which are analyzed and turned into actionable insights  
• Understand, assess and analyse the role of traditional vs. digital communication in our industry to support the gradual mindset shift across BA Maghreb

KPIs: attractiveness and differentiation of Syngenta offers vs. competitors through surveys, customer feedbacks

Owner of Digital Marketing and responsible to coordinate with agencies as go-to-person

• Create media planning aligned to communication and campaign plans while aligning with all relevant stakeholders whenever appropriate (e.g. Campaign Leads, Commercial Teams, CPD)
• Support and contribute in creating promotional marketing design and coordination with 3rd party agencies (e.g. Video capsules, advanced Webinar, Virtual Events, Ads Management, etc.)
• Provide monthly data metrics such as website and social media traffic analysis to improve contents and propose recommendations  
• Work closely with Marketing Head to implement the strategy while ensuring that grower considerations are taken into accounts when implementing tools and developing content
• Organize SMS/E-mailing & newsletters communication while improving efforts for enhancing database and ensuring data relevance and accuracy

KPIs: Syngenta recognized as leading R&D in digital approach in the area, increased use of digital communication network to reach-out to growers, Sales Team feedback, market survey

Coordinate Advertisement & Promotion (A&P) and Traditional Marketing channels

• Shape and update the integrated communication plan including  campaigns, corporate, digital and BS
• Media monitoring and coordination to distribute press releases and ensure coverage of events and activities
• Participate to internal Business Sustainability Forum (FtO) and promote BA achievements and best practices
• Contribute to writing of external communication materials letters, talking points, publications with institutions and partners in coordination with stakeholders (LT, regulatory …)
• Ad-hoc support to share best practices or contribute to brainstorming with selected Channel Partners (e.g. Algeria, Tunisia, Nationals in Morocco) as Subject Matter Expert on Digital Marketing

KPIs: Global/AME Digital Team and AME Communication feedback, Channel Partner feedbacks on Campaign & GPO with regards to Digital, market surveys, event satisfaction survey

Effectively work across boundaries

• Ensure alignment with Communication & Digital Group and bring social media planning knowledge while understanding the fundamentals of segmentation
• Work closely with Digital Agronomy Specialist to support in defining appropriate digital communication channel and ad-hoc coordination with agencies on agronomical matters
• Provide support to Campaign Leads aligned with Communication & Digital Lead on the development of communication means (e.g. presentation, website pages, webinars, catalogue, goodies, etc.)
• Work with Sales Team and Crop Protection Development (CPD) and Regulatory on ad-hoc requests involving communication skills

Critical success factors & key challenges

• Sound knowledge of digital marketing, communication techniques, media management, digital-native and familiar with social media management
• Understanding of segmentation, data metrics, marketing research techniques (e.g. marketing research process, market surveys, focus groups, interviews, observations, etc.)
• Ability to work across boundaries within Marketing Organization with Communication & Digital Group, Campaign Leads and Crop Protection Development (CPD) Team and Sales Team
• To lookout for improvements and new ideas by checking competitor peers and other players in the agricultural industry to continually develop and upgrade knowledge and skills
• Generating new insights to influence roll-out of the SyD agenda within the BA

Critical knowledge

• Bachelor’s degree in marketing and/or communication/digital specialisation
• Marketing (concepts, marketing mix principles, etc.) / Segmentation (concept and application)
• Social Media Management / Project Management / Communication Techniques / Branding
• 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, grower segmentation and agricultural industry mainstream / Knowledge of influencers and channel management
• Familiar with local market and industrial specificities

Critical experience

• Minimum of 5 years marketing / agronomy / farm management experience
• Familiar with the North African agricultural environment

Critical technical, professional and personal capabilities

• Apply Syngenta Digital methodology (e.g. Digital Agronomy, Digital Communication, etc.)
• Understanding of communication techniques and objectives
• Familiar with Syngenta and main Customer Target Groups as well as market trends
• Exposure to Internal Systems such as AnaPlan (I-Plan), Salesforce.com, Trinity  
• Analytical thinking and sound project management skills
• Influential and communication skills

Critical leadership capabilities

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

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