Digital Marketing Transformation Lead

Role purpose

• Drive digital transformation in Syngenta by increasing the digital marketing maturity level in the local (Bangkok) and global commercial organizations - well aligned with the global and local digital marketing strategy
• Define and implement the SPS local digital marketing strategy, including a capabilities development roadmap, the local digital marketing analytics approach, SEO/AIO, Social Media / Listening, Paid media, Content marketing strategies, AI integration in campaign planning, and lead gen and management
• Increase marketing effectiveness by launching targeted, omni-channel, integrated digital campaigns in the local markets
• Enhance customer experience by delivering best-in-class personalized digital marketing experiences to our customers via digital campaigns (enhanced by AI)
• This position will drive successful digital marketing strategies, working closely with country to  deliver on content marketing initiatives that create demand, build awareness, drive brand preference, and ultimately generate sales opportunities.

Accountabilities.

• Design and implement the local digital marketing strategic priorities in line with the local business strategy
• Define, create and run local digital marketing campaigns (focus on acquisition of grower data, grower engagement, conversion to sales and grower loyalty) for B2B and B2C including the end-to-end campaign journey on the digital touch points / follow consistency & quality according to the brand guidelines, including creation of digital campaign briefings
• Drive local digital marketing transformation and capability building, together with global Digital Marketing Lighthouse Manager, the local Marketing Head and the regional AMEA Digital Marketing team
• Set the DM analytics direction and establish, measure and optimize DM KPIs with objective to manage and optimize digital A&P spend
• Responsible for all reporting, dashboards and analytics, turning data into insights
• Collaborate seamlessly across all activities with the local marketing teams, focusing on enabling an omnichannel approach and optimizing marketing impact and overall A&P spending (traditional and digital)
• SEO/AiO implementation and management of paid media of all digital campaigns
• Increase impact, reach and automation by enabling Marketing Cloud capabilities, including customer journeys, A/B testing, content categorization, etc.
• Build a strong interface and collaboration with agencies, global, regional and local Marketing teams, IT & Digital
• Focus on Data driven decision-making utilizing digital marketing
• Driving the tracking and optimization of all digital campaigns running
• Define impactful customer journeys and support Mexico, Central America and Caribbean to implement them through SFDC marketing cloud,
• Work to develop a strong commercial funnel / pipeline, taking leads them from awareness to loyalty with a focus on measuring marketing conversion into sales.
• Identifies key trends, insights, short- and long-term opportunities / challenges to build and communicate strategic direction effectively, exciting people around the brand & digital marketing vision and aligning diverse teams to achieve success.
• Creates a continuous learning environment around digital marketing to educate / inspire on the “Art of the possible”.
• Develop brand & digital content marketing strategies to ensure that content is optimised, compelling, engaging and highly relevant.

Knowledge, experience & capabilities

Critical knowledge

• Professional graduated or advanced student of the careers of: Marketing, Engineering, Business Administration or related.
• Good understanding and knowledge of how to plan and execute digital marketing campaigns.
• Strong knowledge of digital marketing in AI, paid media, data flow and analytics, social, SEO/AIO, Marketing Automation, UX web site/landing pages and influencer marketing
• Solid knowledge of agile methodologies.
• Analytical mind-set and knowledge working with systems and tools for problem solving.

Critical experience

• 7- 8 years of hands-on digital marketing campaign implementation experience management; preferably in a large international company
• Digital Paid Media & programmatic marketing experience, social, SEO, marketing automation and e-commerce
• Strong understanding of the digital behaviour, B2B and B2C.
• Experience with digital personalization
• Experience with KPI setting and measuring and driving campaign optimization over the various digital touchpoints
• Experience with briefing digital marketing agencies on digital campaign creation and delivery
• Excellent project management skills; ability to manage several projects at the same time
• Agency experience would be very beneficial
• Strong team player, able to work in cross-functional environment and with third parties, strong in building and maintaining relationships
• Influencing skills, drive for result
• Structured and analytical with a passion for detail
• Ability to build strong relationships with agencies and business partners
• Ability to think strategically but also execute end-to-end
• Customer Experience Management, Customer Journey Mapping and Lead Nurturing Experience preferred
• Excellent attention to detail
• Positive attitude & strong ownership and accountability
• Customer-centric mindset, ability to think holistically about E2E experience and spot pain points.
• Experience managing day-to-day omni-channel operations.
• Ability to influence multiple stakeholders without direct authority.
• Demonstrated self-starter with an ability to manage and motivate other team members

Critical technical, professional and personal capabilities

• Hands-on Digital tool experience (ex. GA4, Power BI, Google Data/Looker Studio,  AI tools - Claude, Perplexity, etc. SEO/AIO tools – ex.  SEMrush, Social – ex. Emplifi, Hootsuite, Sprinklr, Paid/Social Media – ex. Facebook, Google, Youtube, Tiktok, etc., Local Messaging Platforms ex.WhatsApp,  Marketing Automation Platforms– ex. SFDC Marketing Cloud, Hubspot,  etc.)
• SFDC experience
• Great project and stakeholder management skills
• Excellent cross-organizational and cross-departmental communication capabilities