Product Marketing Manager

2 months ago

Remote, Canada Farmer's Business Network, Inc. Full time

**Company Overview**
- Farmers Business Network®_ (_FBN®_) is on a mission to power the prosperity of family farmers and rural communities around the world, transforming how the world farms with an integrated, technology-enabled agricultural platform.

We offer high ROI farm inputs, fintech and sustainability products and services powered by network data, and farm-tested insights from our global farmer community. Our platform helps _FBN®_ members make confident decisions to ensure the economic viability of their farms, while also empowering them to be a part of the solution as the global community confronts its most pressing issues: providing food security for a growing population, transitioning to more sustainable agriculture, and responding to climate change.
- We are a dynamic, innovative, and mission-driven AgTech company that offers competitive compensation and benefits as well as boundless career mobility. We are backed by top investors, including Fidelity, ADM, Google Ventures, Kleiner Perkins, DBL Partners, T Rowe Price and Temasek. We have been featured in these articles by the _Wall Street Journal_ and _Forbes_, and were also named "_One of the 50 Most Innovative Companies in the World_" by Fast Company Magazine._

**THE ROLE**

Our team is united by a shared mission: powering the prosperity of family farmers around the world. If you're a marketing leader with an interest in our mission, we'd love to meet you.

Product marketing serves as a bridge between the farmer, the product and _FBN_, bringing to life the voice of the customer, positioning the product to meet customer needs and partnering with the business to develop a go-to-market strategy that delivers sustainable, profitable growth for farmers and _FBN_ alike. _FBN_ is seeking a senior marketing leader to drive growth for our FBN Direct® Crop Protection business in Canada.

In this role, you will work cross-functionally to:

- Conduct market, customer and competitive analysis to effectively position and message the assigned portfolio from a customer-based perspective
- Design customer personas and journeys to effectively advance customers through the sales funnel
- Create Grower demand for FBN products
- Develop and support implementation of the go-to-market strategy in collaboration with commercial teams to drive revenue and gross margin growth through new customer acquisition, customer retention and investments in brand equity

**Work Streams**
- **Customer experience **(Partner with product managers and designers, data science and the business teams to develop farmer segmentation models, buyer personas, customer journeys and product roadmaps that inform and align effective commercial activities.
- **Brand strategy **(Develop programs and message strategy to drive brand performance, including awareness, consideration, familiarity and customer response to key image attributes. Manage brand architecture, naming and identity development projects internally. Collaborate with global marketing teams to align brand strategy).
- **Strategic product marketing planning **(Generate marketing strategies and annual plans informed by customer insights, sales feedback, and business strategies to deliver revenue and gross margin goals for the business).
- **Promotion design in coordination with BU leaders **(Use customer feedback and research to work hand-in-hand with the business unit leaders, sales and the field enablement team to design effective marketing programs and promotions that drive ROI for the business).
- **Production and execution of marketing campaigns that support business strategies.** (Serve as the product champion and thought partner to the growth marketing, field enablement, creative services and public relations teams in the development and execution of marketing campaigns and materials that align with and support business strategies).
- **Measurement, analysis, and insights** (Create market research programs that help _FBN_ understand the market, competitive landscape and the motivations, needs, purchase drivers, and barriers to adoption of our customers. Understand the effectiveness of our marketing and sales campaigns and programs).
- **Develop category expertise in agronomy and crop protection and enhancement topics** (Become a category expert on _FBN_'s core product offerings).

**Common day-to-day activities**
- Align with the business unit commercial teams on business priorities and progress against financial plans
- Develop product and service-level positioning, value propositions and messaging for assigned portfolios.
- Partner with the growth marketing teams to develop and optimize marketing campaigns and field enablement programs to deliver on annual goals.
- Support internal marketing teams in the development of brand messaging, brand equity campaigns, content and collateral.
- Partner with product management/designers to monitor product engagement and conversions and develop plans to enhance the product experience a

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