Marketing Communications Manager, InVigor & Marketing Analytics

Marketing Communications Manager, InVigor & Marketing Analytics at BASF

We are looking for a Marketing Communications Manager, InVigor & Marketing Analytics to join our Agricultural Solutions team in Calgary, AB.

BASF’s Agricultural Solutions division connects innovation, customers, partners and agricultural experts, integrating sustainability criteria into all business decisions. We help farmers achieve the best possible outcomes, balancing economic, environmental, and social value creation for sustainable and efficient agriculture.

The Role

The Marketing Communications Manager, InVigor & Marketing Analytics leads the end-to-end implementation of the marketing communications strategy for the InVigor portfolio. This role supports differentiated positioning and insight-driven grower and retailer experiences across every funnel stage to drive demand. You will design and execute data-driven programs that deliver the right message to the right customer at the right time, strengthening the connection to the InVigor and BASF brands. As the Subject Matter Expert (SME) for marketing analytics, this position drives disciplined measurement, optimization, and targeted demand creation across various segments to elevate marketing effectiveness across the business. Through deep customer understanding and strong cross-functional collaboration, the role enhances portfolio performance and ensures marketing programs are personalized, consistent, and aligned with commercial goals.

Key Responsibilities

• Collaborate with the InVigor Marketing team and canola crop and brand managers to support the development of annual InVigor marketing strategy and integrated crop and brand plans, grounded in customer insight, needs, values, priorities, segmentation, and lifecycle stages.
• Align agency requirements, timelines, and expectations early in the planning process to support efficient development of marcom strategy, roadmaps, media plans, and tactical ideation.
• Lead the development, coordination, and execution of the InVigor Seed marcom plan, acting as the primary contact with the Agency and ensuring campaign execution reaches the right customer at the right time.
• Provide direction, approvals, and feedback to stakeholders, collaborating across MarCom teams, managing the integrated campaign calendar, and serving as the BASF brand advocate for InVigor across channels.
• Act as the primary point of contact between BASF and the Agency for the InVigor Seed portfolio and campaigns, providing clear direction, approvals, and feedback to internal and external stakeholders to deliver compelling, relevant, and timely content.
• Serve as the BASF brand advocate for InVigor, ensuring all content aligns with brand standards, positioning, and platform strategy across channels.
• Manage the overall budget for InVigor Seed marketing initiatives, ensuring spend is forecasted correctly and tracked monthly.

Qualifications

• A Bachelor’s degree in Marketing, Communications, Analytics, Economics, Agriculture, or a related field, or equivalent experience.
• A minimum of 8 years of progressive experience in marketing, brand management, integrated campaign leadership, or other commercial experience.
• Preferred 3 years of experience in the agriculture industry, with an understanding of grower and retail customers in Canada.
• Analytics, digital marketing, or data visualization certifications (preferred).
• Strong collaboration and communication skills, with the ability to foster innovation, implement change, work with agencies and stakeholders, and demonstrate strong judgment and brand stewardship.
• Experience with analytics platforms (e.g., Piano, GA4, Adobe Analytics); Salesforce Marketing/Sales Cloud; social and paid media analytics tools; BI tools (Power BI, Domo, Looker), and strong proficiency in Microsoft Office Suite.
• Proven experience in campaign measurement, analytics, performance optimization, attribution modeling, ROI analysis, and KPI framework development.

you@BASF and About Us

At BASF, adding value to our customers begins with adding value to you. Our "you@BASF" program offers benefits, perks, programs, and unique opportunities to support your life and career stages. We provide competitive health and insurance plans, robust retirement benefits with company-matching contributions, and engaging learning and development opportunities. BASF is the world’s leading chemical company, committed to finding solutions for everyday needs and addressing complex economic, environmental, and sustainability challenges. We are recognized as one of Canada's Top Employers for our commitment to employees, diversity, equity, and inclusion, and provide a fulfilling work environment with an emphasis on safety and lifelong learning.

Inclusion and Equal Opportunity Employment

BASF is dedicated to creating a diverse and inclusive workplace. We are an equal opportunity employer and welcome all qualified applicants 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 also provide accommodations for applicants with disabilities throughout the recruitment process.

Key skills/competency

• Marketing Communications Strategy
• Marketing Analytics
• Campaign Management
• Brand Advocacy
• Budget Management
• Stakeholder Collaboration
• Data Visualization
• ROI Analysis
• Demand Generation
• Customer Segmentation