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Senior Product Marketing Manager, FBN Direct Crop Protection & Seed - Farmers Business Network

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Job Title
Senior Product Marketing Manager, FBN Direct Crop Protection & Seed
Job Location
United States
Job Description

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.


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.

The FBN Direct division of Farmers Business Network helps farmers be in control of their farm profitability by putting the power of technology and network insight to work.  The result is a truly unique product selection, purchase and delivery experience for farm inputs. 

We’re looking for a seasoned Senior Product Marketing manager with deep agronomic experience and product knowledge to lead the strategy and execution of marketing programs to build awareness, drive demand and convert customers for the US crop protection and seed product lines.  This role will also have shared accountability with marketing partners for driving customer and revenue growth for a digital cohort of customers for the US crop protection and seed portfolio. Success in the role is measured by achievement of digital cohort growth metrics, as well as supporting broader product line brand awareness and perception, top of funnel demand generation, mid-funnel product consideration,  new customer acquisition and retention for all other routes to market leveraged by FBN. This role reports to the Senior Director, Product Marketing. 

Core Accountabilities

  • Build the annual marketing plan for the crop protection and seed portfolio of products, representing Product Marketing on the commercial product teams (CPTs). 
  • Own performance outcomes for new customer acquisition and revenue targets for the digital cohort of customers for US crop protection and seed in partnership with the digital growth team. 
  • Be accountable for the performance of marketing tactics against spend and their contribution to top, mid and bottom funnel KPIs.
  • Collaborate with marketing functions to build campaign  strategies, tactics and resource allocation plans for assigned product lines.
  • Design marketing promotions & programs to drive urgency and customer behavior in support of product line objectives. 
  • Identify target customer segmentation for assigned portfolios and design customer strategies to achieve new customer and retention goals
  • Own the development and communication of brand story, product positioning & key messaging for assigned portfolio and products
  • Develop brand packaging and labels in partnership with regulatory, legal and category management teams as appropriate. 
  • Serve as a thought leader and subject matter expert on the assigned portfolio, contributing to, editing and authoring product content and reviewing marketing materials
  • Partner with the product management team in the development of software technology to enable online product discovery and  transactions for assigned portfolio
  • Develop content rich product and category pages on to enable a guided store experience for customers that drives self-service checkout
  • Support sales enablement with product collateral, presentations and content to enable sales and community builder teams. Manage content uploaded to Showpad. 
  • Lead preparation of weekly, quarterly and annual analysis of marketing key results for assigned portfolio.  Present analysis of outcomes to senior leadership. 
  • Recommend and implement timely countermeasures as necessary throughout the year if anticipated outcomes are not achieved.
  • Direct allocation of marketing resources to achieve business objectives. 
  • Manage and develop direct reports as assigned. 


  • 10+ years in marketing management, preferably in Agricultural crop protection and seed categories
  • Experience driving customer and revenue growth through digital-only routes to market utilizing paid, earned and owned media channels. 
  • Strategic Thinker:  Ability to develop & communicate effective marketing strategies to drive business outcomes
  • Self-starter: Working in ambiguity, bringing tangibility to work required, resourceful, moves projects forward without answers 
  • Driver:  Gets things done, is proactive, sees things through from inception to completion
  • Organizer: Ability to prioritize, effectively time manage, multitask, while remaining meticulous with details 
  • Adapter:  Works well in a fast-paced environment, willing to develop and adapt process, ability to course correct with minimal grievance 
  • Professional: Effective stakeholder manager, strong communication skills and accountable
  • Left and Right-Brain Thinker: Ability to execute complex, quantitative analysis and develop creative brand and marketing strategies & tactics
  • Tech Savvy:  Experience leveraging marketing software platforms to maintain product websites and develop marketing materials, such as Contentful, Canva, Google Workspace, Tableau, Salesforce, Showpad, Hubspot or Marketo

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: $160,000 - $180,000. 

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 fill out this form.

Farmers Business Network Headquarters Location

San Carlos, CA

Farmers Business Network Company Size

Between 500 - 2,000 employees

Farmers Business Network Founded Year


Farmers Business Network Funding Rounds

  • Series G

    $300,000,000 USD

  • Series F

    $250,000,000 USD

  • Series E

    $127,500,000 USD

  • Series D

    $110,000,000 USD

  • Series C

    $40,000,000 USD

  • Series B

    $20,000,000 USD

  • Series B

    $15,000,000 USD

  • Series A

    $3,300,000 USD

  • Series A

    $4,600,000 USD