Hybrid Marcom Manager, Cereals, Pulses, Martech Enablement

at BASF

• Job title: Marcom Manager, Cereals, Pulses, Martech Enablement
• Job type: Full Time
• Experience level: Senior, Lead
• Salary: Not specified
• Degree requirement: Bachelor's Degree
• Tech skills: Cloud
• Location requirements: Hybrid, Calgary, Canada

About the role

• Marcom Manager leading integrated marketing communications for BASF's agricultural solutions. Collaborating across teams to optimize customer engagement for cereals and pulses portfolios in Calgary.

Responsibilities

• Partnering with crop and brand managers to build integrated plans grounded in customer insights, segmentation, and lifecycle needs.
• Aligning agency expectations, timelines, and deliverables early to support efficient marcom planning.
• Leading the creation and execution of crop and brand marketing communication plans aligned with business goals and customer priorities.
• Overseeing multichannel campaign execution to deliver the right message to the right audience at the right time.
• Serving as the primary liaison between BASF and the Agency for cereals, pulses, seed treatment, inoculants, and cross‑crop initiatives.
• Providing clear direction, feedback, and approvals to stakeholders to ensure timely, relevant content.
• Collaborating with MarCom teammates to create a cohesive cross‑crop and brand customer journey.
• Managing an integrated campaign calendar to avoid overlap, support prioritization, and ensure coordinated execution.
• Advocating for the BASF brand by ensuring all content aligns with brand standards and strategic positioning.
• Leading automated customer journeys and managing audience segmentation using CRM data for targeted communication.
• Developing templates, workflows, and data standards while monitoring automation performance to drive optimization.
• Managing brand, crop, and cross‑crop budgets through accurate forecasting and monthly tracking.

Requirements

• A Bachelor’s degree in Marketing, Data Analytics, Communications, Agriculture or related field or equivalent experience (required).
• Minimum 8 years progressive experience in marketing, brand management, integrated campaign leadership or other commercial experience.
• Minimum 3 years’ experience in the agriculture industry, with an understanding of grower and retail customers in Canada (preferred).
• Marketing automation platform certifications - HubSpot, Marketo, or Salesforce Marketing Cloud, and digital analytics certifications - Google Analytics, Adobe Analytics (preferred).
• Experience with marketing technology platforms and automation, e.g., Salesforce Marketing Cloud, Marketo, Eloqua, HubSpot; CRM systems (Salesforce, Dynamics 365).
• Strong campaign governance and process design experience.
• Strong collaboration and communication skills with ability to foster innovation, embrace and implement change, while working with an agency and multiple stakeholders.
• Knowledge of Customer journey mapping, lifecycle design; marketing automation logic and workflow design; customer data platforms, first-party data strategy, and segmentation; data privacy principles relevant to marketing (e.g., CASL, GDPR).
• Knowledge of the crop protection and seed industry, farmer, retail customers and/or a strong aptitude to learn.
• Strong judgment, responsiveness, and brand stewardship.
• Financial literacy to manage multiple budgets across various teams and functions, with monthly forecasting and tracking.
• Knowledge of CRM platforms - e.g. Salesforce Sales Cloud, HubSpot or equivalent (required).
• Experience using Salesforce Marketing Cloud, MailChimp or equivalent (preferred).
• Knowledge of Grower Apps, SMS, push notifications and analytics platforms e.g. Piano, GA4, Adobe Analytics or equivalent (preferred).
• Proficiency in MS Office Suite (required).

Benefits

• Adding value to our customers begins with adding value to you.
• Competitive health and insurance plans
• Robust retirement benefits that include company-matching contributions
• Engaging learning and development opportunities