Digital Marketing Transformation Lead - EASA at Syngenta

Role Purpose

• Define & execute EASA’s Digital transformation strategy based on market opportunities and available Syngenta digital agriculture technologies to drive CP sales, get closer to growers, and set foundation for future business models.
• Drive digital transformation in Syngenta by increasing the digital marketing maturity level in the local and global commercial organizations - well aligned with the global and local digital marketing strategy
• Increase marketing effectiveness by launching targeted, omni-channel, integrated digital campaigns locally
• Enhance customer experience by delivering best-in-class personalized digital marketing experiences to our customers via digital campaigns and projects
• Establish performance management framework / KPIs to ensure successful delivery of aligned initiatives
• Leads the AnaPlan process to gather competitive information with relevant support Team
• Manage the supply and capturing of all incoming relevant market information to finance and AME Head Office from Sales and Marketing counterparts.
• Support the marketing department in terms market research studies and strategic market direction and supporting Campaign Leads on strategic marketing product positioning.

Accountabilities

Digital Product:

• Drive product strategy for Digital AG, CRM(Salesforce) and lead Data strategy.
• Lead development, integrations and operations of Grower facing solutions including but not limited to Cropwise Grower, CRM, Chat bots etc.
• Explore digital partnerships and create digital GTM to connect with growers at scale and lower the cost of acquisition and interaction/transaction with growers.
• Lead growth of Cropwise grower by planning and executing digital marketing campaigns (including paid media campaigns’ planning, design and execution through agencies).
• Work with campaign team to create grower loyalty and farmers’ delight.

Digital Marketing

• Manage day to day operations of digital business including but not limited to digital interactions with growers, partners, sales force etc.
• Push notifications for Cropwise grower application.
• Day to day posting of content on social media through EMPLIFI.
• Capture voice of the grower through digital tools including social media, WhatsApp, etc.
• Define and implement the local digital marketing strategy, including a capabilities development roadmap, the local digital marketing analytics approach, SEO, social media / Listening and Content Management plan
• Set the DM analytics direction and establish, measure and optimize DM KPIs with objective to manage and optimize digital A&P spend
• Collaborate seamlessly across all activities with the local marketing teams, focusing on enabling an omnichannel approach and optimizing marketing impact and overall A&P spending (traditional and digital)
• Define, create and run local digital marketing campaigns (focus on acquisition of grower data, grower engagement, conversion to sales and grower loyalty) for B2B and B2C including the end-to-end campaign journey on the digital touch points / follow consistency & quality according to the brand guidelines, including creation of digital campaign briefings

IPlan Management and maintenance:

• Ensure the upload of AnaPlan data into Anaplan and consolidates 5Year plan with iPlan
• Coordinate the maintenance of all marketing related databases.
• Monitoring the introduction of new compounds by Syngenta and competitors into the marketplace and ensure capturing of this information into AnaPlan business intelligence system.
• Annual collection of market information and updating of the AnaPlan system to be integrated into the Anaplan database, supplying international- and local management key data to make business and portfolio decisions.

Customer Experience

• Coordinates with sales team to actively and appropriately use the CRM tool in support of A&P and Customer Marketing campaigns, such as but not limited to adding customers to CRM campaigns, defining and managing lead capture and lead management/handoff processes, implementing lead capture strategy, and executing key-account marketing.
• Organizes customer events (demo days, demonstration fields local exhibitions, digital /virtual etc.)
• Drives business performance by supporting the sales team with customer marketing and demand generation activities. Leads execution of customer marketing-related activities in the Customer Relationship Management (CRM) tool.

Qualifications

Knowledge & Capabilities

• Minimum BSc/BA Commerce, Marketing, Agribusiness, Computer Science
• Strong understanding of the digital marketing domain, incl. campaigns, owned, earned, paid and social media
• Outstanding ability to understand markets, customer behaviour (B2B and B2B2C) and structure analysis
• Advanced knowledge of Paid Media (Google Ads, Meta, Twitter, Programmatic etc.) and the ability to create and effectively manage paid media campaigns
• Expert in growing high-quality followers and building engagement across the main social channels

Experience

• 5 - 7 years of hands-on digital marketing and product implementation experience preferably in a large international company
• Experience with digital personalization: Crafting and implementation of digital personalization, A/B testing, lead management and leveraging technology in general, e.g., SFDC & Marketing Cloud
• Experience with KPI setting and measuring and driving campaign optimization over the various digital touchpoints
• Experience with briefing digital marketing agencies on digital campaign creation and delivery
• Excellent project management skills; ability to manage multiple projects/initiatives at the same time
• Customer Experience Management, Customer Journey Mapping and Lead Nurturing Experience preferred
• Customer-centric mindset, ability to think holistically about E2E experience and spot pain points.
• Experience managing day-to-day omni-channel operations