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Bayer renews company structure to focus Brazilian customers’ needs
Jul. 14, 2014
Bayer CropScience recently announced changes in its marketing structure in Brazil. By now, the Crop Protection unit will have three fronts: Customers Marketing, marketing strategy of crops and portfolios, and Business Office. The goal, according to the company, is to "be closer to Brazilian farmers and offer sustainable solutions for their business".
The changes is directly linked to the strategy of integrating its business main pillars, focus on the customer and offer integrated solutions to different crops. Therefore, the Customers Marketing, under the supervision of Renato Seraphim, will implement such actions to promote customer success.
"We have the goal of foreseeing market trends in a unique way. The fact that we are trying to understand the farmers’s worries will help us to strengthen our partnership with Brazilian farmers and obtain better results ", highlights Seraphim.
A year and a half at Bayer CropScience, agronomist Renato Seraphim has 17 years of experience in the Brazilian farm business, working at several prominent agricultural companies under various positions (e.g. R&D, Technical Support, Marketing Sales),which are all related to Brazil and South America.
The strategic Market of Crops and Portfolios is under the leadership of Mauro Luiz Alberton. The work of this unit is focused on the technological innovation with products and solutions integrated to Crop Protection and Seeds traits. “Accelerate innovation, better position our solutions and surprise the market with the constant offers of new products are the expected goals of the new structure”, mentioned by Alberton.
Graduated in Agricultural Engineering, Alberton has over 25 years experience in the agricultural sector, and worked as employee of agricultural production companies in several regions of Brazil. He was responsible for global strategies on sugar cane and soybean crops of Bayer CropScience in Germany.
Responsible for the excellence and the supervision of business market, the Business Office is commanded by Mariana Lorenzon. She explains that the goal of this unit is to contribute for a better management, plan activities and monitor Bayer business even more effectively.
Graduated in Business Administration, Mariana has 19 years of experience in the agricultural industry, and 10 years in the area of Control and Finances in different countries like Brazil, USA, France and Germany. In 2006, she returned to Brazil and accepted the Supply Chain directorship at Bayer CropScience in Latin America and Brazil.
The three units are part of the Business Operations Directorship at Bayer CropScience Brazil. In 2013, Bayer CropScience unit accounted for 62.5% of the business volume of Bayer in Brazil and registered sales of R$ 4.4 billion.
Source: AgroNews
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