Location: Paris, Louvain-la-Neuve (Belgium), or London preferred. (Possible for remote in Europe)
Team: Marketing & Communication
Reports to: Head of Marketing & Communication
Type: Full-time, Permanent
About Soil Capital
Soil Capital is on a mission to regenerate over 10 million hectares of land by 2030, addressing our environmental and food security challenges through regenerative and low-carbon agriculture. As a leading expert in this field, we have developed the first payment for ecosystem services program for farmers in Europe.
Through our certified programme and our platform, Soil Capital leads the food and ag sector transformation by engaging with blue chip organisations who seek to deliver on their environmental commitments and build supply chain resilience. These business purchase regenerative units, acting as an incentive for farmers to measure and earning improve their agricultural practices.
Our technology supports farmers by allowing them to efficiently and accurately measure farming practices, as well as the GHG balance of their farm which we then audit and certify to generate certificates. This helps farmers understand the levers to accelerate their adoption of regenerative practices.
In the past ten years, Soil Capital has established as a thought leader and a driver of change at scale in France, the U.K. and Belgium. Pursuing its ambitious growth trajectory, it is now expanding geographical and product scopes.
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.
Candidate Profile
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.
