CX Trade Marketing

Develops and implements brand and product strategies to enhance market presence and drive sales within the organization. Analyzes market trends, consumer insights, and competitive landscape to identify opportunities for product development and positioning. Collaborates with cross-functional teams, including marketing, sales, and R&D, to define product requirements and ensure alignment with brand objectives.

Manages the product lifecycle, from concept to launch, including pricing, promotion, and distribution strategies. Ensures consistent brand messaging across all channels and materials, fostering strong brand equity and customer loyalty. Design the annual and quarterly plan focused on Local Dealers by country, region, crop, category, brand, point-of-sale type, and agricultural season.

Develop the value proposition model for points of sale, including assortment, profitability, turnover, technical support, visibility, promotions, training, events, loyalty programs, market information, and recommendation tools. Design point-of-sale execution standards: product placement, visibility, shelf presence, displays, POP materials, signage, planograms where applicable, counter materials, demonstrators, displays, QR codes, brochures, technical sheets, digital content, and trial elements.

Define the recurring point-of-sale activation model: counter events, demonstrations, technical advisory sessions, training sessions, crop-themed days, seasonal campaigns, promotions, recommendation initiatives, and local demand generation. Coordinate with Sales Activation the territorial implementation of promotions, materials, displays, incentive programs, and commercial follow-up.

Ensure that each point-of-sale action has a defined objective: increase distribution, accelerate inventory turnover, increase recommendation, drive a category, launch a product, convert farmers, recover an account, or increase repurchase. Establish incentive programs for points of sale, together with the Value Capture team, and, when appropriate and in compliance with applicable policies, for counter staff or advisors, linked to execution, training, turnover, sell-out, data quality, portfolio, and profitable growth criteria—not solely to sell-in.

Design account plans with Sales for strategic points of sale, defining growth objectives, priority portfolios, events, trade investment, wallet share targets, inventory indicators, and a follow-up plan. Prioritize POS use and sell-out data capture (through COMPA) at points with sufficient potential, defining the business case, adoption model, incentives, training requirements, and level of support.

Coordinate the integrated calendar of campaigns, launches, agricultural seasons, promotions, activations, counter events, commercial routes, training, CRM actions, and inventory availability. Ensure that each campaign includes: point-of-sale segment, business objective, hypothesis, brand or portfolio, offer, CTA, materials, incentive tactic, available inventory, commercial owner, sell-out follow-up, and documented learning.

Lead monthly reviews with Sales, Supply, Customer Analytics, and Communications & Activation to assess inventory, execution, visibility, leads, conversion, sell-out, profitability, share, ROI, and competitive alerts. Present marketing and trade metrics to the commercial committee, linking them to sales, margin, receivables, distribution, turnover, inventory, wallet share, customer value, ROI/MROI, and channel account growth.

Drive AI use cases that improve the speed, accuracy, and personalization of channel marketing: point-of-sale prioritization, demand forecasting, assortment recommendations, churn-risk detection, next-best-action recommendations, content creation by store profile, and trade investment optimization. Experience in crop protection, agricultural inputs, consumer goods, pharmaceuticals, hardware, construction, veterinary products, automotive spare parts, or categories that depend on channel recommendation is desirable.

Ability to lead cross-functional teams and coordinate Sales, Supply, Trade, Finance, Agronomy, Data, and vendors.