Product Marketing Manager

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.

Position Summary

As the Product Marketing Manager for Seed, you’ll be supporting the FBN Direct® Seed Business Unit in the United States, with responsibilities to build institutional understanding of the ideal seed customer experience, position and brand the FBN Seed portfolio, collaborate with the Product team to design the seed product discovery, selection and purchase experience and generate demand to deliver on customer, bookings and gross profit annual objectives. The FBN seed portfolio is a unique mix of conventional, traited and organic seed products that fit a wide variety of regions across the U.S. As the PMM of Seed, you’ll be instrumental in creating entirely new seed brand experiences from the ground up.

FBN is rewriting the way seed is discovered and purchased through our unique online shopping experience, the FBN Direct E-Commerce store. We offer transparent product information, including price and performance, with direct-to-farm delivery and flexible payment options. Our high-tech, low touch model delivers value back to the farmer and empowers them with choice to choose the right seed for their fields.

This is a unique opportunity to become a critical part of a high-value, developing business line at one of the fastest growing companies in the Ag industry.

Responsibilities

• Align with the business unit commercial teams on business priorities and progress against financial plans
• Develop product and service-level positioning, value propositions, messaging and branding for assigned portfolios.
• Develop marketing strategies and campaign plans for the seed portfolio.
• Partner with the broader marketing organization to develop and optimize marketing campaigns and to deliver on annual goals.
  
• Partner with the sales enablement team and sales leaders to design commercial promotions, trial programs, product training and product literature
• Collaborate with the business and content teams to develop compelling content to attract and nurture prospects and leads
• Partner with product management/designers to monitor product engagement and conversions and develop plans to enhance the product experience and customer journey
  
• Report out to management, business unit leaders, sales and other stakeholders on marketing performance and ROI
• Conduct direct research and analysis of customer behaviors, market insight and competitive intelligence to unlock insights to help grow the business
• Support Seed product line training and marketing communication content development efforts
• Enhance our FBN E-commerce platform to properly market/position seed products for web based online sales.
• Plan and execute field events to drive farmer engagement with seed products

Work Streams

• Demand Generation - Research, Design, Execute and Evaluate demand generation programs to drive sales and customer growth goals.
• Customer experience - Partner with product managers, farmers, 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 brand programs and message strategy to drive brand performance, including awareness, consideration, familiarity and customer response to key image attributes.
  
• Strategic product marketing planning - Generate product line 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 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 broader marketing organization in the development and execution of marketing materials, events, content and campaigns 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 initiatives.
• Develop category expertise and enhance with agronomic information - Become a category expert on FBN’s core product offerings
• Content - Manage and author key informational pieces of content that assist customers’ seed decision making and offer additional support during the season.

Minimum Qualifications

• 5-7+ years experience in product marketing
• Previous experience in and knowledge of the seed industry
• Previous experience in brand management/marketing
• An expert communicator who can create compelling messaging across various marketing materials with a heightened sensitivity to the issues farmers face
• Proven ability to design, develop and implement processes that lead to business improvement
• Executive presence, with ability to present strategy, field questions and socialize concepts with ease

Preferred Qualifications

• An enthusiastic builder and organizer eager to take on the challenge of growing a new business from the ground up
• Experience utilizing Wrike, Tableau, Google Analytics and Canva a plus
• Previous experience working in software development or close collaboration with software Product teams
• Be a self-starter with drive to succeed in a quickly changing business environment
• Have strong time and project management skills as well as track record of successfully managing multiple projects simultaneously
• Foster outstanding cross-group collaboration, interpersonal, verbal and written communication, and executive level presentation skills

*The following represents FBN's reasonable estimate of the US national average base salary range of possible compensation for this role based on market data and placement of internal employees: $130,000 - $170,000. *

This salary range may vary based on geography and variations in cost of labor. Beyond the above or adjusted to market salary range, FBN also offers all full-time employees competitive equity compensation, health and wellness benefits, and various perks.

FBN is proud to be an equal opportunity employer that is committed to diversity and inclusion in the workplace. We do not discriminate in hiring or any employment decision based on race, color, religion, national origin, age, sex (including pregnancy, childbirth, or related medical conditions), marital status, ancestry, physical or mental disability, genetic information, veteran status, gender identity or expression, sexual orientation, or other applicable legally protected characteristic. FBN considers qualified applicants with criminal histories, consistent with applicable federal, state and local law. ******We participate in the E-Verify program in certain locations as required by law. Learn more about the E-Verify program here.****** FBN is also committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans in our job application procedures. If you need assistance or an accommodation due to a disability, please email fill out this form.#LI-REMOTE