Portfolio & Campaign Lead Herbicides & Insecticides East Africa at Syngenta

Role purpose

• Drive value maximization of the portfolio in the EASA BA.
• Bring innovations that rejuvenate the BAs portfolio and defend through efficient positioning.
• Ensure integrity of the portfolio/ LTO through active engagement with the Stewardship team and identifying the right mitigation portfolio steps to win in this area as well as take advantage and win in the competitor impacted portfolio.
• Deliver increased innovation to growers through successful New Product Introductions
• Collaborate with AME portfolio leads on value pricing, product life cycle management strategy, business and profitability delivery.
• Ensure execution of the Herbicides & Insecticides strategy and tactics to meet the business and financial objectives of the East African markets.
• Lead the development & implementation of innovative & targeted marketing campaigns.
• Manage development and implementation of marketing strategies to satisfy customer needs.
• Operational Support to drive sales of Herbicides & Insecticides within East Africa, plus support portfolio management including in- and out licensing.

Accountabilities

Campaign

• Provide market intelligence input (trends, competitors analysis, constraints, value chain evolution) and monitor customer behaviour to deepen Herbicides & Insecticides market understanding.
• Maintain Herbicides & Insecticides 5-year product forecasts for the BA.
• Design detailed campaigns to launch new brands, collaborating on the high-level content with rest of the team (Sales, CPD, Regulatory, etc).
• Develop and communicate branding, positioning, pricing framework.
• Liaise with external agencies in relation to content generation and execution.
• Provide marketing arguments & support the sales team and support technical team with product life cycle management.
• Support selected distributor with selling stories for key products and marketing support material.
• Sequence roll out in logical way to maximize efficiency and effectiveness.
• Ensure campaigns are executed in line with marketing budget and plan.
• Working with Sales to define and conduct post campaign effectiveness measurement.
• Monitor all channel outlets and evaluate creatives for campaign impact and progress, and recommend improvements where necessary.

Portfolio

• Manage portfolio decisions across the Business Area (BA) including product life cycle management
• Regularly review the Portfolio in EA to ensure a good fit of the portfolio for the key SMS, target segments and market needs, supported by the optimal number of AGI/SU – starting with a portfolio and AGI code clean-u.
• Create and maintain clear products’ categories in supported by the BA Portfolio categorization (Star, Core, etc.) and ensure the right level of portfolio support is given based on the category.
• Regularly review value propositions of key products of each of the key portfolio, adjusting them as needed – driven by the end user KBF’s
• Continuously look for portfolio optimization (Licensing-in & out).  
• Ensure seamless connection between, CPD, Regulatory and P&S to deliver on time and in full on portfolio projects, BA Business aspirations.
• Drive creation and implementation of brand laddering including local brand plans, learning from other BAs’, BU experience.
• Review new business opportunities within the BA, develop the supportive business cases and discuss, align with the AME Portfolio Team.
• Drive successful NPI introductions, creating NPI project teams, tracking the projects from project approval to launch and post launch as well as input in the 5YP, I-Plan.
• Work with AME portfolio leads & pricing team on products’ value maximization.
• Prepare the EASA BA Portfolio Meeting & lead the PDC cycle for EASA.

Qualifications

Knowledge, Experience & Capabilities

Critical Experience & Knowledge

• Relevant tertiary qualification in agriculture, business and/or marketing
• Understanding of sales- and marketing process
• Principles of brand management and marketing
• Applied knowledge of marketing practices and the use of different media in developing effective, efficient campaigns
• Beneficial if understanding of crop agronomy and pest control practices.
• Proven applied experience of working with sales teams to deliver campaigns effectively.
• Experience of working with marketing functions in the development of campaigns
• In-depth understanding of customer needs and ability to deliver customer-driven campaigns.
• Exposure to supply chain, forecasting, product development or product management practices