Customer Marketing Lead Tunisia, Algeria & Libya

Role purpose

• Designing campaign and contribute to Growth Initiatives by leading the process from the development to implementation of WHAT (offer), WHO (target groups) and HOW (messages, touchpoints)
• Develop marketing campaign to contribute to the delivery of the business objectives in the scope of crop responsibility and lead the implementation of the campaign activities to meet annual sales and market share objectives 
• Campaign and Grower Program Offers (GPO) execution by ensuring alignment with overall BA strategy and monitoring competition tactics with Sales Team
• Interact with Channel Partners by ensuring effective Syngenta brands launch and promotion and rolling-out selected PULL activities
• Effectively work across boundaries

Accountabilities

Design campaign and contribute to Growth Initiatives in relevant Crops indication

• Lead the reflection to develop sound marketing campaign to maximize market penetration by addressing the Customer Target Groups (CTG) with adequate messages to build differentiated offers
• Explore and analyse continuously CTG to build effective crop campaign addressing relevant pain points and desires and adapt approaches whenever necessary
• Monitor campaign progress towards sales and marketing goals and provide post-mortem assessments to evaluate campaign effectiveness vs. pre-defined KPIs
• Contribute to designing and implementing Growth Initiatives derived from our 5 Year Plan to develop multi-years approach while orchestrating coordination among all relevant stakeholders (e.g. Portfolio Leads, Market Intelligence Lead, Sales Team, CPD Team, Regulatory)
• Provide grower and channel partner insights to be the voice of the market and force of proposition in generating unique and differentiated approaches
• KPIs: deliver campaign objectives in terms of MS gain, CTG profiling and segmentation, effectiveness of the campaign in terms of marketing PULL activities, satisfaction of Sales & Field Force in the quality of launches; market study with recognition rate and qualitative feedbacks

Develop marketing campaign to contribute to the delivery of the business objectives

• Lead the implementation of the campaign activities to meet the annual sales and market share objectives
• Contribute in the shaping of the marketing objectives in the frame of the campaign and activities to support the attainment of the financial objectives along with the Sales Team
• KPIs: sales realization in the crops of responsibility, market share % evolution, overall country sales achievement (aligned to SIP criteria

Campaign and Grower Program Offers execution & monitoring with Sales Teams

• Develop campaign aligned to BA strategy and in the frame of commercial and marketing objectives for relevant crops while considering competition approaches and tactics
• Lead the design of GPO and its implementation by developing targeted approach to address CTG needs while promoting our brands and building unique selling proposition that difficult to copy by competition and provide competitive advantages for selected grower segments
• Own and frame the content of Campaign Marketing to ensure alignment of stakeholders (e.g. Sales Team, Marketing, CPD) & Channel Partners (e.g. Distributors, Retailers, Key Accounts)
• KPIs: effective GPO addressing grower needs, differentiated PULL activities vs. competition, innovative approach addressing market expectations, Commercial Team feedback and market surveys

Interact with Channel Partners by ensuring effective brand launches & roll-out PULL activities

• Customer-facing time ratio to ensure that grower / market views are being taken into consideration when building offers while focusing on PULL activities (e.g. crop approaches, Product+, Customer Experience, Merchandising techniques, etc.)
• Ensure views from Channel Partners are being taken into consideration when defining campaign and GPO to maximize leverage and alignment
• Actively contribute in the launch of campaign activities supporting Sales Team and being involved with Channel Partners (e.g. Distributors, Retailers) as appropriated and defined with Sales Team
• KPIs: Sales Team feedback, Channel Partner feedback on Campaign & GPO

Effectively work across boundaries

• Ensure alignment with Marketing Intelligence (MI) and collaboration to enhance data and drive decisions based on analysis
• Work closely with Portfolio Management (PM) to ensure alignment on the communication and promotion of brands and to consider CTG needs
• Work closely with Digital Innovation (DI) to ensure that communication and digital flow are adapted to CTG and to seek advices whenever appropriate when designing Campaigns & GPO
• Work with Crop Protection Development (CPD) organization while developing the portfolio strategy and execution across the BA

Critical success factors & key challenges

• Sound knowledge of business, risk management, financial modelling tools & techniques
• Understanding of crops and grower segments (e.g. campaign management, marketing offers, channel strategies, market research techniques)
• Ability to work across boundaries within Marketing Organization with Portfolio Leads, Market Intelligence Manager and Communication & Digital Lead but also outside with 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 strategic thinking

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.

Critical knowledge

• Bachelor’s degree in agronomy, Marketing 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 cropping practices and crop protection products

Critical experience

• Minimum of 5 years marketing / sales management experience
• Marketing or Sales experience in agrichemical business industry
• Familiar with the North African business environment

Critical technical, professional and personal capabilities

• Apply Syngenta methodology in Campaign Management (e.g. Design, Monitoring, Post-Analysis, Segmentation, Building Offers, etc.)
• Understanding of crop agronomy (e.g. crop cycle, weed resistance management, seed treatment techniques, application technologies)
• 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

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