This position will have functional oversight for all marketing communications programs and activities associated with the development and launch of new technologies and products, including new active ingredients, new major formulations, and new service offerings, as well as all general communications for Global Strategic Marketing. This position will track marketing communications for existing products around the world, share best practices, manage a central repository of global marketing materials, and lead the development of the global value proposition and positioning for new product launches. The position also will ensure existing branding guidelines are maintained/updated as needed.
Based in Philadelphia, the position reports to the Director, Corporate Communications and External Affairs with functional reporting to the Chief Marketing Officer and functional participation in the Global Strategic Marketing team. This position will be a key member of all new global product launch teams. The position requires an experienced and well-rounded professional with proven abilities to create and execute multi-faceted product branding and marketing communications strategies that deliver creative, measurable and impactful solutions directly tied to business objectives.
This individual will manage all global marketing communication resources, as well as ensure consistent and strategically-aligned marketing communication campaigns are executed throughout the world.
Major Responsibility Areas (MRAs)
Integrated Global Marketing Communications/Branding:
Lead the team of marketing communications leads around the world to ensure establishment of aligned strategic positioning and communication activities, and share/leverage experiences and learnings from the team members to enable efficient, effective and timely marketing communications activities.
Work with project teams to develop and implement the overarching communications strategy for all new active ingredient and global new product launches, including the following specific activities:
Develop metrics to measure success of communication strategies.
Work with project teams to develop effective, overarching value propositions and positioning.
Lead the development of brand identity guidelines for each new AI.
Work with project teams to develop and implement the global brand strategy (launch campaigns, visual identity, key messaging and brand narrative, etc.) and ensure the global brand position is aligned with corporate guidelines.
Work with launch teams and region/country marketing communications leads to develop materials used by the regions/countries in multiple channels and methods, which may include earned media (public relations), paid media (advertising), e-marketing, trade shows, collateral, sales support efforts, videos, social media, etc. and ensure product positioning is clear and concise in all channels.
Provide guidance and direction for the digital/web strategy associated with new product launches at the regional level, including customer-centric website with content audit, copy creation and optimization, SEO strategy (paid and organic), design and measurement as well as templates for presentations. Branding Research:
Work with the Global Branding and Trademark Manager in the development and execution of global brand research (where necessary and appropriate).
Ensure new product launch campaigns are based on sound research and market intelligence, including analyzing competitors' messaging and positioning to help inform branding opportunities. This information should be used to measure our success and shared broadly to leverage key learnings.
Serve as resource for the regions on where to focus their brand research.
Brand Protection & Counterfeit Communications:
Work with global/regional marketing and Brand Protection teams to develop/refresh communication materials used to support outreach, awareness and education activities regarding product counterfeit challenges globally.
Administrative and Metrics:
Manage and collaborate with outside agencies and vendors (advertising, communications and digital agencies, public relations firms, fulfillment houses, photographers, videographers, exhibit houses) on marketing communication program development and execution at the global level with regional/country support as needed. Oversee global marketing communications budget, including monthly tracking and reporting on budget and spend.
Develop communications-related performance metrics to measure effectiveness, progress, and business impact in collaboration with the global launch teams.
Develop and maintain platform for global marketing material and photo library
Collaborate with Corporate Communications where Global Strategic Marketing may contribute to enterprise-wide programs and initiatives. These could include the company's internet site, corporate branding campaigns, digital or social media activity, internal or external news coverage, etc.
Provide occasional support to Investor Relations and other corporate functions, including quarterly financial performance messaging, investor day program development, annual report development, assistance with sustainability messaging, etc.
Challenges add complexity to accomplishing the position MRAs and describe the work environment in which the position operates.
Develop messages that resonate globally and connect to the strategies in the regions.
Prioritizes competing demands and knows how to get things done in a fast-paced, fluid environment.
Capable of working in a matrixed, global organization.
Maintains close working relationship with global and regional marketers, Regulatory, Sustainability, Stewardship, Law, and R&D.
Is a team player, but can work independently with a high bias for action.
Able to develop creative ideas into executable plans.
Is highly resilient—does not shrink under pressure.
Willing to travel and occasionally work outside of normal hours.
Willing to contribute/assist with communication needs beyond job description
Bachelor's degree in journalism, communications, public relations or a related discipline is required. An advanced degree (e.g.: MBA or master's degree in related field) is desirable
Successful candidate should have at least 15 years of functional experience in marketing communications, branding, public relations, or related field.
Strong writing and editing skills are a must.
Knowledge of crop protection market is critical.
Working knowledge of new media and web/digital based technologies.
Cultural affinity and international exposure a must.
A plus if candidate has lived in another country
Tenacious and persuasive, but tactful. Knows how to get things done, overcomes obstacles, but respects other's point of view and position. Agile, resilient, and strong influencing skills.
Experience working with and managing branding, design, PR, and related external agencies.
Ability to set and meet strict deadlines and budgets is critical.
Extremely well organized with a high bias for action.
Willingness to experiment, deal with uncertainty, determination, and a strong listener