Director, Global Marketing to Accelerate Growth of Crop Inputs

Kincannon & Reed has been retained to recruit a Director, Global Marketing for a worldwide organization.  Our client seeks an accomplished marketing leader within the crops input industry with the drive and entrepreneurial spirit to build the group’s corporate brand and guide the execution of local market strategies to propel their products to increased revenue and market share growth.

The Company

The Company was established to develop innovative solutions that increase the productivity of plants.  Their Founder was a trailblazer in plant physiology, plant nutrition, and plant hormone technology and was widely admired for his zeal to explore the “language of plants” and develop new crop technologies that help feed people around the globe. 

The Company conducted early groundbreaking research on maintaining healthy crops by managing plant hormone levels and micronutrients throughout the plant growth cycle. The Company’s research, led by their founder, substantiated that an optimum hormone balance in crops will facilitate maximum genetic expression, resulting in healthier plants that better withstand the stress of changing growing conditions.

Operating in 56 countries, they have more than 1,200 employees across 15 wholly-owned subsidiaries.  Their product line includes micronutrients, biostimulants, plant growth regulators, biologicals, organic products, and environmentally friendly pesticide products. They are the world-leader in biostimulant sales and technology with a 50-year history of research working with customers to increase their return on investment by maximizing yield potential and quality in a multitude of crops.

This global crop inputs forerunner continues to push crop science R&D forward in its discoveries that assist crops in reaching their fullest genetic potential to achieve higher yields.  The value of the Company’s products is enhanced by their technical expertise and unique understanding of plant hormone balance, how it relates to the growth stages of crops, and the impact of phytohormones on plant development and performance. 

The Company’s global leadership in plant nutrition and foliar/biological solutions is well recognized throughout the industry as evidenced by a new Corteva Agriscience relationship.

To better address its brand awareness and growth aspirations throughout its global footprint, they created a new Director, Global Marketing role.  Without getting buffeted by the uncertainty and quarterly-earnings mentality often found inside the global giants, this executive will have a major impact on shaping the future of a progressive agribusiness.  He or she will set the Company’s global brand marketing strategy, guide its consistent use throughout the organization, and serve as a partner with the Company’s regional business unit leaders to customize marketing programs to compete more effectively in key geographies

The Position

Reporting to the global CEO and based in the global headquarters in Texas, the Director, Global Marketing will set the long-term growth plan and strategic direction for the brand portfolio while profitably accelerating domestic and international growth. As part of the global leadership team, this executive will be responsible for building the corporate brand identity and setting and delivering the marketing strategy for all locations around the world while preserving specific local needs and cultural considerations.

Specific responsibilities include:

  • Lead development and execution of 3-year marketing plan and annual strategic initiatives and budgets. Develop and track metrics and success criteria for marketing programs and activities.  Identify opportunities to centralize marketing initiatives and resources to create efficiencies.
  • As the “steward” of the Company brand, work with the leadership team to clarify and refine the corporate global brand identity that includes brand architecture, positioning, and visual identity; one that supports the product portfolio and local marketing needs.
  • Work cross-functionally with R&D, strategic planning, and local subsidiary Leaders to develop product brand strategies, including the future of the Company’s existing brands to maximize value creation, product differentiation, and connectivity to the corporate brand.
  • Enable organizational understanding of market, go-to-market, and customer analytics and trends through effective use of market research and analytical tools. Lead monitoring and understanding of competitors, offerings, and market conditions to better assess their competitive position and market advantages.
  • Lead product management including market and customer research for product requirements and interface with R&D and commercial leaders for product development, pricing, and lifecycle management.
  • Manage the strategic implementation, measurement, and optimization of communication and advertising plans that generate brand awareness, customer preference and strong ROI
  • Build, lead, and develop an effective global marketing team comprised of direct reports and indirect influence of the marketing professionals located in the regional business units

Candidate Profile

The Company seeks a seasoned, results-oriented senior marketer within the crop inputs industry. The successful candidate has excellent strategic thinking skills, execution capability, and a strong team-orientation and has successfully developed global corporate brand and product strategies with strong economic impact.  The ideal candidate will have the following skills, experiences, and personal characteristics:

  • 5+ years working in senior marketing roles for a crop inputs company.  Exhibits a broad knowledge of crop production and recent technology advances in the crop inputs markets. 
  • Proven track record of leading the development and execution of successful international corporate and brand strategies including holistic brand management, marketing plan process, customer insights, new product development support, positioning concepts, segmentation, go-to-market strategies, creative execution, media (paid/owned/earned), measurement/analytics, and optimization.
  • Strong expertise across all marketing functions and communication platforms with a proven ability to translate insights and data into clear and compelling marketing strategies that enable sustainable growth.
  • Ability to lead through tact and diplomacy.  A relationship builder who generates respect and trust.  Highly skilled in partnering, influencing, and working with cross-functional, multicultural teams.
  • Successful record of recruiting, coaching, mentoring, and motivating top-notch marketing professionals. 
  • Excellent program management skills.  Demonstrated ability to think strategically while paying attention to the details.  The ability to make decisions, prioritize, and meet deadlines.
  • A strategic-doer, business-builder mindset with excellent financial acumen.  High level of integrity, transparency, flexibility, and physical/intellectual energy. 
  • BS/BA degree in business, agriculture, or related discipline.  English fluency.  Spanish proficiency is a plus.  

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