Digital Marketing Transformation Lead EASA

Role Purpose

• Define & execute EASAs 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

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

Additional Information :

Location: Kenya / Zambia

Remote Work :

No

Employment Type :

Full-time