Marketing Communications Manager, Cereals, Pulses & Martech Enablement

Marketing Communications Manager, Cereals, Pulses & Martech Enablement at BASF

Now hiring! Join our Agricultural Solutions team as a Marketing Communications Manager, Cereals, Pulses & Martech Enablement in Calgary, AB (Hybrid).

Come create chemistry with us!

BASF’s Agricultural Solutions division integrates innovation, customers, partners, and agricultural experts, embedding sustainability criteria into all business decisions. We empower farmers to achieve optimal outcomes, balancing economic, environmental, and social value for sustainable and efficient agriculture.

The Marketing Communications Manager, Cereals, Pulses & Martech Enablement leads the end-to-end marketing communications strategy for the Cereals, Pulses, and Seed Treatment/Inoculants portfolios. This role supports differentiated positioning and insight-driven grower and retailer experiences across every funnel stage to drive demand. As a Subject Matter Expert (SME) in hands-on martech and automation, you will enhance how martech platforms enable seamless and personalized customer journeys, creating consistent, scalable, and high-quality crop experiences. Through collaboration with product, digital, and commercial teams, the position ensures digital marketing programs are optimized, data-driven, and aligned with business objectives.

Your Role as a Marketing Communications Manager

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

What You Bring to BASF

• A Bachelor’s degree in Marketing, Data Analytics, Communications, Agriculture, or a 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 the 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).

Create Your Own Chemistry with you@BASF

Adding value to our customers begins with adding value to you. you@BASF is the suite of benefits, perks, programs and unique opportunities we offer to support you – the whole you – in all stages of your life and career. With you@BASF, you create your own chemistry.

The total rewards that you receive as a BASF employee go way beyond a paycheck. From competitive health and insurance plans to robust retirement benefits that include company-matching contributions, to making sure you never stop learning, we believe investing in you is investing in our success. Working for a large, global organization, you’ll have a chance to grow professionally and personally, expand your network and build a rewarding and dynamic career. We also provide engaging learning and development opportunities to help you make the most of your talents and your role.

About BASF

As the world’s leading chemical company, we have been finding solutions for your everyday needs and addressing the most complex economic, environmental, and sustainability challenges for more than 150 years!

We constantly strive to become an even better workplace. As a result of our commitment to our employees, BASF has earned various awards, including being recognized by Mediacorp in 2025 as one of Canada's Top Employers for the eleventh consecutive year, one of the Greater Toronto Area's Top Employers for the twelfth year in a row, and twice being named one of Canada's Top Employers for Young People and Best Diversity Employers.

We provide a fulfilling work environment with a strong emphasis on the physical and psychological safety of our employees and the communities we operate in. We are always working to form the best team with an emphasis on diversity, equity, and inclusion and through lifelong learning and development.

Belong to Something Bigger. #belongatBASF

Privacy Statement

BASF takes security & data privacy very seriously. We will never request personal or financial information of any kind via either text message or direct message on any social media platform or job board. Furthermore, we will never offer a candidate a position and request a cheque for equipment or any other type of payment during the job application process. If you have experienced any of the above, please contact myhr@basf.com to report fraud.

Inclusion and Equal Opportunity Employment

BASF is dedicated to creating a diverse and inclusive workplace where our employees can be their authentic selves. We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, age, citizenship, place of origin, ethnic origin, colour, religion/creed, sex/pregnancy, marital status, family status, disability status, sexual orientation, gender identity or expression, or any other characteristic protected by law.

We seek to make our recruitment process accessible for applicants with disabilities. If you require accommodations or support throughout the recruitment process, please contact Careers.NorthAmerica@basf.com with the subject line “Recruitment Accommodation Request”.

Key skills/competency

• Marketing Communications Strategy
• Martech Enablement
• Campaign Management
• Customer Journey Mapping
• Audience Segmentation
• Budget Management
• Stakeholder Collaboration
• Brand Stewardship
• Digital Analytics
• Agricultural Marketing