Horticulture Go-to-Market Manager at Bayer East Africa

Role purpose

• Responsible for developing and implementing the East Africa Horticulture Go-to-Market (GtM) strategy and campaigns for key farmer and channel segments with the view to achieving sustainable profitability and market share consistent with the KPI’s, by satisfying current and future customer needs through tailored solutions.
• Enable the East Africa team to execute effectively on their go-to-market strategies.
• Identify new Horticulture business opportunities and build strategies to capture them.

Key responsibilities and tasks

• Develop & implement short, mid and long-term integrated Go-to-Market (GtM) strategies and campaigns for potatoes & vegetables (including tree crops), in alignment with cluster and regional crop strategies to address customer segment needs and requirements.
• Ensure that GtM strategies are effectively implemented through tactical marketing plans based on customer segmentation.
• Define product/solution needs to achieve strategies and collaborate with cluster crop teams to ensure availability of such products/solutions. 
• Develop value proposition of products and tailored solutions based on collaboration with Market Development, Field Solutions and Sales organizations.
• Manage and co-ordinate pricing and market funding strategies as part of the GtM strategy to ensure profitable business growth.
• Define & build a portfolio & GtM initiatives aligned with the Smallholder Farmer (SHF) Strategy; supporting SHF Food Chain Partnerships & the SHF CP Optimization Workstream.
• Act as the key Customer Marketing contact for East Africa Horticulture, ensuring effective implementation of the GtM strategy.
• Analyze market, macro-trends, customer needs and competitor strategies to identify new business opportunities based upon unmet needs of current and new customers.
• Collaborate with Business Intelligence and Customer Insight team to generate necessary customer insight to develop customer centric GtM strategies and aligned campaigns.
• Collaboratively coordinate a project team to address needs and evaluate GtM strategies for Horticulture.
• Ensure dedicated involvement of interfaces in developing tailored solutions on a needed basis (Digital, FS, RS, MD, etc.).
• Support efficient implementation of key Stewardship measures as part of the GtM strategy and tailored crop solution.
• Collaborate with internal and external partners to ensure the development and effective implementation of GtM strategies.
• Contribute to a customer centric and ‘on the ground’ Customer Marketing Team and place customer needs, value proposition and practical implementation central to all decision making.
• Identify new and innovative (disruptive) ways to drive and grow the business.
• Collaborate, network and connect with Key Accounts, Processors and Traders of horticultural crops.
• Develop brand messaging & communication strategy – elevator speech, tagline, campaign themes, proof points, etc. Monitor consistent application of brand messaging throughout the campaign.