Marketplace Offering Marketing Lead

Indigo is a company dedicated to harnessing nature to help farmers sustainably feed the planet. With a vision of creating a world where farming is an economically desirable and accessible profession, Indigo works alongside its growers to apply natural approaches, grow healthy food for all, and conserve resources for future generations. Utilizing beneficial plant microbes to improve crop health and productivity, Indigo’s portfolio is focused on cotton, wheat, rice, corn, and soybeans. The company is headquartered in Boston, MA, with commercial and customer service based in Memphis, TN. www.indigoag.com

The Marketplace Offering Marketing Lead is responsible for designing and executing the plan to bring the offer to market. This individual will develop marketing strategies and plans that communicate the benefits of new products to customers and users and will oversee efforts to align and enable internal teams and channel partners to bring the offer to market. These efforts include a marketing plan to build awareness and nurture prospects, built with support from Marketing as a Center of Excellence, with a launch plan that outlines how we will convert prospects to customers and establishes performance metrics with support from Finance, and with an enablement plan that aligns efforts and oversees the development of tools and training to bring the offer to market. This individual will manage and oversee cross-functional collaboration and work with local offer leads to execute marketing and launch plans across various geographies.

Responsibilities:

Plan for offer development:

• Determine how to articulate the value of each product and service in the Offer Portfolio to stakeholders
• Understand and document prospects' journeys up to the point of purchase
• Articulate the commercial personas to support the marketing and sales effort around each product and service in the Offer Portfolio

Partner with Geo-teams to develop sales and marketing programs:

• Work with marketing to create a Marketing plan that articulates key programs and events that will be used to drive awareness, consideration, and transactions. Articulate how the these fit into the brand profile and overall corporate objectives
• Articulate the plan for engaging with prospects and existing customers to achieve revenue targets
• Articulate the launch plan to bring the products and services in the Offer Portfolio to the market for selling season or a new release
• Develop strategy to build understanding in the market of the value propositions of each product and service in the Offer Portfolio
• Define the customer engagement funnel for both prospects and customers
• Identify advocates (e.g. market stakeholders who are influencers and customers) who are willing to give testimonials, case studies, and references that support the Offer and share with their networks on our behalf
• Define the metrics used to measure the performance of the Offer (from P&L to engagement on specific service features)

Partner with Geo-teams to develop sales enablement tools:

• Align the sales team with each step of the user engagement funnel and detail the team’s sales motion at each stage
• Develop relevant content to be used for all stages of the customer engagement funnel
• Provide materials and training for the sales channel to use in the selling motion of each stage of the customer engagement funnel
• Equip channels to sell Offer products and services by sharing prospect value propositions and sales tools

Indigo Mission & Values:

• Excited by Indigo’s mission; believes that Indigo can fundamentally change the agriculture industry; can clearly articulate passion for our mission and values
• Optimistic and innovative; solution-oriented; shows no signs of cynicism
• Will be widely viewed as someone who personifies our core values, is committed to them, and leans on them when making decisions. Specifically:
  • Demonstrates a track record of high integrity - doing the right thing, owning mistakes, conducting oneself honestly
  • Values, communicates and interacts with others with high levels of transparency and respect
  • Collaborates well across functions; creates an inspiring and collegial work environment

Competencies:

• Proven ability to create and drive go-to-market strategy across matrix, multinational organization
• Flexibility to think across global and local markets and varying prospect types
• Comprehensive understanding of the geo-specific market, as well as customers and channels within the geo-specific market
• Strong customer empathy
• Proven ability to collaborate in fast-paced work environment
• Flexibility and resilience in a changing environment
• Strong team player with a propensity for learning and teaching others
• Strong focus on customer centricity

Qualifications:

• 8+ years’ experience in global product marketing, ideally in the agriculture industry
• 5+ years in grain merchandising or supply chain
• Proficient in organizational management, strategy, and execution
• Proven people management skills
• Proven experience in planning and executing successful global go-to-market strategies for new products and features
• Strong background in operational strategy, sales management, and market development
• Experience collaborating with marketing teams to develop integrated strategies for customer awareness and lead generation