Digital Marketing Transformation Lead - EASA

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.

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.

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

Critical professional & leadership capabilities

• Hands-on Digital tool experience (ex. GA4, Power BI, Google Data/Looker Studio, AI tools - Claude, Perplexity, etc. SEO/AIO tools – ex.  SEMrush, Social – ex. Emplifi, Hootsuite, Sprinklr, Paid/social media – ex. Facebook, Google, Youtube, Tiktok, etc., Local Messaging Platforms ex. WhatsApp, Marketing Automation Platforms– ex. SFDC Marketing Cloud, Hubspot, etc.)
• SFDC and Anaplan experience
• Great project and stakeholder management skills
• Excellent cross-organizational and cross-departmental communication capabilities

Location: Kenya / Zambia