What if nature could be harnessed to help farmers sustainably feed the planet? Since 2014, Indigo has questioned agriculture's full value chain to improve grower profitability, environmental sustainability, and consumer health. The company’s scientific discoveries and digital innovations have amplified new value from soil to sale, benefiting more than 10,000 growers to date. Indigo is also the company behind The Terraton Initiative, a global effort to drawdown one trillion tons of atmospheric carbon dioxide by unlocking the potential of agricultural soils. In 2019, Indigo was ranked #1 on CNBC’s Disruptor 50 list. Headquartered in Boston, MA, Indigo has additional offices in Memphis, TN; Research Triangle Park, NC; Buenos Aires, Argentina; Basel, Switzerland; and São Paulo, Brazil.

Responsibilities:

  • The Offer Marketing Lead is responsible for designing and executing the strategic marketing plan to bring the products to market​
  • This individual will develop marketing strategies and plans that communicate the benefits of new products to growers and partners and will oversee efforts to align and enable internal teams and channel partners to bring the products to market​
  • This includes tactical marketing plans to from awareness to repeat purchase for growers and partners, built with support from Marketing as a Center of Excellence, and in cross-functional collaboration with Microbials Product Management and with local offer leads in geographies​
  • It also includes product specific launch plans that outline measures to build markets and market share by converting prospects to customers for each product launched in every geography​
  • It also includes the responsibility for developing and maintaining the Microbial naming strategy and brand portfolio as well as the Microbials’ specification of customer segmentation and customer journeys​
  • It also includes and an enablement plan that aligns efforts and oversees the development of tools and training to bring the microbial offer and its products to market 
  • The Offer Marketing Lead will also establish performance metrics for the products in market with support from Finance​
  • This individual will lead the Microbials (Offer) Marketing people across Indigo as a community of professionals continuously improving professional practices, performance and outcome of Marketing

Build and maintain Microbial Offer market segmentation(s) and customer journeys

  • In close coordination with Corporate Marketing Center of Excellence common tooling and the geographies, develop cross-geographic
  • Customer segmentations which are actionable, executable, identifiable and differentiable
  • Customer journeys along the marketing & sales funnel

Build a Global Marketing Strategy, Plan and financial targets/budgets

  • Lead the regular discovery of additional market opportunities in the Geographies and ensure appropriate consideration in the Global Microbial Offer
  • Develop a detailed marketing strategy and plan for the Microbial Offer and Microbial Products in the geographies
  • Ensure appropriate resourcing of Microbials Offer strategies in Geographies with Geography Head and Supply Chain
  • Work with Head of Geography to develop annual financial targets/budgets and mid term financial plans in geography
  • Review and test continuously assumptions ensuring viability of plans in the Geographies

Build and maintain Microbial Offer and Product brands

  • Aligned to Corporate Brand Strategy and in close coordination with Corporate Marketing Center of Excellence, develop the Microbials Offer Naming and Branding strategy and Brand Kit
  • Direct communications and market research personnel as needed to develop specific branding and market insights
  • Drive implementation of the brand strategies, launches and positioning ensuring consistency across Geographies
  • Design and deliver ready-to-launch product brands (strategy & launch kit) for to-be-defined segments
  • Lifecyle management of brand name portfolio

Lead development of sales and marketing programs:

  • Work with marketing to create Marketing and Campaign plans that articulate key programs and events that will be used to drive awareness, consideration, and transactions. Articulate how the these fit into the brand profile and overall corporate objectives
  • Articulate the plan for engaging with prospects and existing customers to achieve revenue targets
  • Articulate the launch plan to bring the products and services in the Offer Portfolio to the market for selling season or a new release
  • Develop strategy to build understanding in the market of the value propositions of each product and service in the Offer Portfolio
  • Define customer engagement funnel for both prospects and customers
  • Identify advocates (e.g. market stakeholders who are influencers and customers) who are willing to give testimonials, case studies, and references that support the Offer and share with their networks on our behalf
  • Define the metrics used to measure the performance of the Offer (from P&L to engagement on specific service features)

Develop sales enablement tools:

  • Align the sales team with each step of the user engagement funnel and detail the team’s sales motion at each stage
  • Develop relevant content to be used for all stages of the customer engagement funnel
  • Provide materials and training for the sales channel to use in the selling motion of each stage of the customer engagement funnel
  • Equip channels to sell Offer products and services by sharing prospect value propositions and sales tools

People:

  • Creates strong, distinctive brand & crop plans

Critical technical and professional competencies:

  • Applies effective grower, channel and influencer segmentation​
  • Develops/delivers innovative, customer-driven offers​
  • Develops/implements sound value and transactional pricing based on customer perceived value​
  • Creates strong, distinctive brand & product plans​
  • Develops/executes campaign plans​
  • Develops/implements effective product communications​
  • Understands market dynamics and competitive environment​
  • Able to use market research effectively to understand customer, markets, channels​
    • Understands customer needs​
    • Has deep and broad crop and product knowledge​
    • Anticipates changes in the market and adjusts plans accordingly​
    • Analytical thinking​
    • Communication and presentation skills​
    • Strategic thinking

Critical leadership capabilities​

  • Sets ambitious strategic goals​
  • Communicates with impact​
  • Leads change and holds ambiguity​
  • Builds a culture of innovation​
  • Focuses on customers​
  • Manages for performance​
  • Develops people, organization and self​
  • Collaborates across boundaries

Qualifications:

  • 7+ years in marketing and business management​
  • Country/ region marketing management in experience​
  • Excellent knowledge of agribusiness markets, crop protection industry and customer needs​
  • Ability to influence indirect relationships throughout the global business​
  • Technical (field trials etc.) and Branding experience​
  • Record of successful mgmt. of people/processes/ territory

Indigo is committed to living our values, specifically “creating a work environment where everyone feels respected, connected, and has opportunities to learn and grow.” As part of living our values, we strive to create a diverse and inclusive work environment where everyone feels they can be themselves and has an equal opportunity of succeeding.

 

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