Vegetables Customer Marketing Manager

Vegetables Customer Marketing Manager

This role is responsible for enhancing marketing and sales effectiveness through the development and implementation of strategic initiatives. The position analyzes market trends and customer insights to identify growth opportunities, optimize sales processes, and improve customer engagement. Working cross-functionally, the role supports the design and execution of targeted marketing campaigns, monitors performance metrics, and enables sales teams with the tools, training, and resources needed to achieve business goals. This role also drives continuous improvement in marketing and sales practices to strengthen brand equity and revenue growth.

Purpose

• Co-lead the design and implementation of the integrated marketing strategy, ensuring alignment with commercial priorities and brand positioning.
• Drive initiatives that enhance customer experience and brand equity for Seminis across Mexico’s regional and smallholder customers.
• Design and deploy targeted campaigns and market funding programs to retain, grow, and attract high-value regional and smallholder customers.
• Foster long-term relationships to strengthen customer loyalty and market penetration.
• Partner in the development of Mexico’s smallholder strategy and go-to-market approach with commercial stakeholders.
• Lead the development and execution of strategic marketing initiatives focused on business growth, knowledge transfer, and product positioning.
• Oversee product education campaigns, go-to-market effectiveness, and segmentation strategies tailored to the regional and smallholder segments.

Key Responsibilities

• Lead the development of integrated regional business and marketing plans for regional dealers and smallholder customers, including targeted outreach, digital initiatives, loyalty-building programs, and regional campaign execution to accelerate growth and strengthen brand equity across Mexico.
• Conduct ongoing analysis of market dynamics, POG performance, customer behavior, and competitor activity to generate actionable insights and identify strategic growth opportunities across customer segments.
• Collaborate on the development and implementation of the customer marketing and segmentation framework, leveraging go-to-market effectiveness analyses, customer insights, and evolving market conditions to drive medium- and long-term strategies with cross-functional stakeholders.
• Oversee the strategic planning, deployment, and performance monitoring of discretionary market funding at the unit, squad, and customer-category levels, ensuring alignment with business objectives, brand priorities, and ROI expectations.
• Drive the design and execution of customer-centric marketing campaigns anchored in Account Planning and aligned with the customer journey.
• Partner with the Communications Manager to shape impactful content strategies and optimize digital channel utilization in line with the Digital Roadmap.
• Support the development of integrated and tailored customer solutions across Seed, CP, and Services, and lead the translation of these concepts into scalable commercial offers and effective market execution.
• Define the desired customer experience and champion its consistent delivery across all functions and customer touchpoints to build loyalty and differentiation.
• Safeguard the consistent and effective application of corporate branding guidelines across all marketing assets, communication materials, and institutional visuals throughout the region.
• Co-develop the Unit Business Plan, integrating a comprehensive marketing mix to drive sustainable business growth and alignment with Bayer Mexico strategy.
• Lead strategic pricing discussions and ensure alignment across the Commercial Team by integrating market dynamics, value delivery, and profitability goals into the pricing approach.
• Provide active leadership in key strategic initiatives, including sales acceleration, go-to-market evaluations, licensing opportunities, and the deployment of digital and innovation-driven solutions.
• Manage and optimize marketing budget allocations and spending across initiatives, ensuring alignment with business strategy and delivery of ROI.
• Drive financial discipline and strategic investment decisions.
• Lead the development of differentiated value propositions for NVIs, leveraging Voice of Customer insights, VACs, MD summaries, and input from cross-functional teams to ensure market relevance and adoption.

Key Working Relationships

• Commercial Leads
• Key Account Managers
• Sales Managers
• Sales Representatives
• Marketing Operations
• Customer Engagement
• Cross-functional teams, including MD, Portfolio Team, Value Chain, Legal, and Finance
• Serves as A-line manager for the Mexico Protected Customer Marketing Manager

Skills & Qualifications

Required Qualifications

• Bachelor’s degree in Marketing, Business, Sales, Agronomy, Communications, or a related field.
• Demonstrated ability to develop and implement business and marketing strategies that achieve business goals and drive profitable growth for branded products at retail level.
• Customer-oriented mindset.
• Strong economic thinking and business acumen.
• Excellent leadership, organizational, time management, and communication skills.
• Ability to work effectively within a matrix organization and across cross-functional teams to achieve business results.
• Creative and innovative mindset, with the ability to work hands-on in a fast-paced and complex environment.
• Ability to use data and experience to build strong business cases and support recommendations.