Director, Member Growth & Customer Activation

Position Summary 

The Director, Member Growth & Customer Activation is responsible for developing and executing strategies that increase customer engagement, strengthen member relationships and drive adoption of Landus products and services across multiple business lines. This role serves as the bridge between customer insights, commercial strategy and field execution, ensuring Landus effectively leverages data, customer intelligence and marketing resources to grow share of wallet and maximize whole-acre opportunities. 

The Director will partner closely with Grain, Agronomy, Soy Processing, Operations, Technology & Date, and Marketing teams to identify growth opportunities, influence customer behavior and improve customer engagement. The role is expected to evolve the organization's capabilities related to customer segmentation, commercial activation, customer journey development and member engagement. 

The Director provides leadership for the Marketing Manager and Business Intelligence Analyst functions and works in close partnership with the Manager, Communications Operations & Digital Engagement to ensure customer growth strategies are effectively translated into coordinated engagement, communication and activation initiatives. 

This position reports to the EVP, Strategy & Innovation. 

Primary Responsibilities 

Member Growth & Customer Engagement 

• Develop and execute strategies to increase customer engagement and whole-acre adoption across Landus business lines. 
• Identify opportunities to strengthen relationships with existing customers and attract new customers. 
• Develop customer engagement initiatives designed to improve customer retention, loyalty and growth. 
• Establish customer growth objectives and performance measures. 

Customer Insights & Segmentation 

• Lead the development and utilization of customer, market, and business intelligence to drive growth initiatives and commercial decision making. 
• Direct the work of the Business Intelligence Analyst to develop actionable customer insights, segmentation strategies, and growth opportunities.  
• Establish customer growth dashboards, metrics, and reporting tools to support commercial decision making.  
• Translate business intelligence into actionable recommendations for commercial and operational leaders.  
• Ensure customer, member, and market data are effectively leveraged to support whole-acre adoption strategies. 
• Develop customer segmentation strategies that improve targeting and engagement efforts. 
• Identify customer behaviors, trends and opportunities that can be translated into commercial action. 
• Monitor customer adoption and engagement metrics and recommend improvements. 

Commercial Activation 

• Translate customer insights and business strategy into actionable initiatives for commercial teams. 
• Partner with Grain, Agronomy and other business leaders to develop targeted growth strategies. 
• Support sales and location teams by identifying opportunities, developing activation plans and tracking results. 
• Serve as the primary link between customer analytics and field execution. 

Customer Journey & Experience 

• Develop and continuously improve the customer journey across Landus business lines. 
• Identify barriers to customer engagement and recommend solutions. 
• Evaluate customer feedback and market intelligence to improve customer experience. 
• Promote a customer-centric mindset throughout the organization. 

Leadership & Collaboration 

• Partner closely with the Manager, Communications Operations & Digital Engagement to ensure alignment between customer growth initiatives, member communications, stakeholder communications, digital engagement efforts, and brand positioning. 
• Collaborate with Communications to develop integrated campaigns that support customer growth while maintaining consistency with organizational messaging and reputation objectives. Coordinate audience segmentation, communication strategies, and engagement initiatives across Marketing and Communications functions.  
• Leverage communication channels, digital platforms, and engagement analytics to maximize effectiveness of customer activation initiatives. 
•  Lead cross-functional initiatives related to customer engagement and activation. 
• Influence stakeholders across the organization without direct authority. 
• Build strong relationships with internal and external stakeholders. 

People Leadership 

• Provide leadership, coaching, development, and performance management for direct reports.  
• Establish priorities and align team resources to support Landus growth objectives.  
• Foster collaboration between Marketing, Business Intelligence, Communications, and Commercial teams.  
• Build organizational capabilities related to customer growth, customer activation, and data-driven decision making.  
• Develop talent and succession plans within the Member Growth & Customer Activation function. 

Performance & Reporting 

• Develop and maintain key performance indicators related to customer engagement, customer growth and whole-acre adoption. 
• Track and communicate results of growth initiatives. 
• Recommend adjustments based on performance data and customer feedback. 
• Prepare presentations and updates for executive leadership. 

Qualifications 

Required 

• Bachelor's degree in Business, Marketing, Agriculture, Communications, Economics or a related field. 
• Seven or more years of progressive experience in marketing, sales, business development, customer engagement, agriculture or a related commercial function. 
• Agricultural industry experience  
• Demonstrated experience utilizing customer insights and data to influence business decisions. 
• Strong analytical and strategic thinking skills. 
• Experience leading cross-functional initiatives. 
• Strong communication, facilitation and presentation skills. 
• Ability to influence and drive results without direct authority. 

Preferred 

• Experience working with customer segmentation, CRM systems or business intelligence tools. 
• Experience supporting commercial or sales organizations. 
• Cooperative, agribusiness, grain, agronomy or animal nutrition experience. 

Key Competencies 

• Strategic Thinking 
• Customer Focus 
• Business Acumen 
• Data-Driven Decision Making 
• Relationship Building 
• Collaboration 
• Change Leadership 
• Influence Without Authority 
• Communication 
• Execution Excellence 

Success Measures 

• Increased customer engagement across Landus business lines. 
• Improved whole-acre adoption. 
• Growth in customer participation and retention. 
• Effective utilization of customer insights and segmentation. 
• Successful execution of commercial activation initiatives. 
• Strong partnership with commercial and operational leaders. 
• Demonstrated impact on growth-related business objectives.