Role Purpose

As Farmer Marketing Senior Lead, you will be responsible for developing and executing a comprehensive marketing strategy to engage, recruit and keep farmers in Soil Capital’s programme. You will lead the farmer marketing team, align efforts with the farmer recruitment sales team, and ensure strong brand positioning, message coherence, and lead generation performance. Your experience will shape how we scale farmer participation while maintaining trusted, local relationships.

Key Responsibilities

1. Strategic Leadership

• Define and own the farmer marketing strategy, aligned with business goals and farmer recruitment and renewal objectives.

• Position Soil Capital’s programme credibly to different farmer personas in different geographies.

• Contribute to international expansion planning by adapting strategies for new markets.

2. Team Management & Leadership

• Directly manage the Farmer Marketing team. Provide leadership, coaching, and ensure performance of a multi-country team.

• Foster cross-functional collaboration with all teams involved in the farmer’s journey (especially sales, agronomic, product teams).

3. Farmer Acquisition & Engagement

• Oversee campaign development (online/offline) to drive Marketing Qualified Leads (MQLs).

• Optimize the referral program, partnerships with partners/influencers, and local events.

• Ensure the delivery of compelling storytelling, educational content, and event presence.

• Manage farmer communication throughout their Soil Capital journey .

• Contribute to renewal strategy alongside the sales team to maximize retention.

4. Operational Excellence

• Refine and streamline marketing processes for farmer communications (email, SMS, WhatsApp etc).

• Supervise content planning, performance dashboards, HubSpot workflows, and CRM hygiene.

• Establish KPIs and systems to monitor channel conversion rates and campaign ROI.

5. Alignment with Sales & Product

• Work closely with the Farmer Recruitment Sales team to co-develop sales enablement tools.

• Collaborate with product and agronomy teams to gather farmer feedback and enhance messaging across the customer journey.

• Drive thought leadership and insights that support trust-building and community creation.

Required Experience

• 5-10 years in B2C or B2B2C marketing with a strong emphasis on agriculture.

• Master’s degree in Marketing, Business Administration, Communications, or a related field. 

• Proven success designing and executing multi-channel marketing strategies.

• Experience managing teams across different countries and cultural contexts.

Desired Skills

• Deep understanding of farmer mindsets, trust-building in agriculture, and value chain dynamics.

• Knowledge of sustainability-focused business

• Proficiency with CRM platforms (HubSpot preferred) and performance tracking.

• Data-driven working with KPIs to guide priorities and measure success.

• Exceptional project management, team leadership, and cross-functional coordination skills.

• Fluent in English; working knowledge of French a strong plus.

Personality Traits

• Strategic thinker with an operational mindset.

• Assertive, resourceful, and solutions-oriented.

• Strong communicator and storyteller with empathy for the farming community.

• Entrepreneurial mindset with ability to thrive in a fast-paced, mission-driven, and scaling environment, managing multiple projects with agility and excellence.

What We Offer

• Work with a passionate team leading the transition to regenerative agriculture.

• A mission-driven culture with autonomy, impact, and growth opportunities.

• A pan-European work environment at the crossroads of farming and corporate sustainability.

In order to find the perfect match, we have set up a comprehensive hiring process to give you the opportunity to get to know all the key contributors to the role. Between each step, you’ll always receive feedback:

1. People interview (30 min) with Charlotte, Talent Acquisition Specialist, to get to know you more

2. Hiring lead interview (45 min) with Côme (Farmer Recruitment Lead) and Max (Head of Agronomy), to go much more in depth into the role

3. Technical interview (1 hour) to evaluate the technical aspects - you will receive more details during the interviews

4. Last interview (15 to 30 min) with Guillaume, COO

5. And references check

Be part of a supportive, dynamic team that celebrates successes together and works toward a shared mission of transforming the future of agriculture!