Meet Sue Webb: Market Intelligence Lead at Corteva
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Can you tell us a bit about yourself?
I am the Market Intelligence Lead for the Europe, Middle East, and Africa (EMEA) region. My role is to deliver key business insights through the analysis of market data and trends, supporting internal stakeholders in making informed business decisions.
Can you describe your journey to becoming a Market Intelligence Lead at Corteva?
I studied Agricultural Marketing at Harper Adams University, and the course included a one-year work placement. My placement was at Novartis Crop Protection (heritage company of Syngenta) as a Market Research student and that placement year was the start of my 26 years in the industry working in market research/market intelligence roles in Syngenta and an agricultural market research agency (Kynetec). I joined Corteva 5 years ago when I applied for the position of Market Intelligence lead for EMEA after being approached about the role by a Corteva recruiter on LinkedIn.
Do you have a connection to agriculture outside of Corteva?
Yes, my husband is a farmer, and we live in the Brecklands of Norfolk, a very special area for agriculture and food production. My husband has a commercial flock of ~800 homebred ewes and owns an Agricultural Fencing Contracting business so I kind of really do “live, work and breathe agriculture”. I am from a rural background, though not a farming one. I worked very hard throughout my college and university years to develop my understanding of agriculture through practical, hands-on experience. I still love being outside and being “hands on” whenever time allows, especially during lambing time.
What advice would you give to someone aspiring to working in market research within the agricultural sector?
I am sure it is not a role that people naturally consider when they think of working in agriculture, but my key pieces of advice would be:
Gain a relevant education: An education in agriculture, sciences, agribusiness, or marketing can all provide a solid foundation. Courses in statistics, data analysis, and market research methods are particularly valuable.
Understand the Industry: Familiarise yourself with the agricultural sector, including its key players, trends, and challenges.
Get “hands on” practical experience wherever and whenever you can, not only did I have part-time and “summer” jobs on farms, but I also spent time working as a market researcher conducting interviews on the high street, at events and in telephone call centres.
Who are the women who have influenced you the most in the professional journey?
My Harper Adams 12-month industrial placement was spent at Novartis Crop Protection. During the 12 months I worked alongside Carol Willey who mentored and inspired me into this career. Her knowledge and approach to market research is exceptional but it was, and still is her passion for market research in agriculture that truly inspired me, and I am fortunate that Carol is someone whom I still have great respect for and still work with professionally, as she owns and runs a Market Research Agency.
Quite significantly, given that agriculture has long been perceived as a male-dominated industry, the most influential people during my career have predominately been women and at Corteva I would highly regard Amy Gwinn (Global Market Intelligence Lead), Monica Sorribas (Northern CU Lead) and my current leader, Rafaela Arancibia (Marketing Strategy & Operations Lead in EMEA) all as influential on me professionally.
How do you keep up to date with the latest advancements and trends in agriculture?
I have spent the 26 years of my professional career working for global agriscience and marketing research companies, exploring and understanding the challenges of farmers large and small, across a wide range of geographies. The agricultural industry is constantly evolving. Staying informed about the latest trends, technologies, and regulatory changes that could impact the market is basically what my job is all about and I never stop reading news articles and reports about the agricultural industry or talking to farmers. The most frequent question I am asked at the dinner table by farmer friends is “are there any new products coming onto the market?”
What aspects of Corteva's work culture do you find most appealing and supportive?
The sense of ownership in everything we do means we are encouraged to hold ourselves accountable for our actions, decisions, and outcomes of our work. Supporting us each to do that is a great team of people, all experts in their roles and willing to help and share learnings whenever you ask for it.
What interests or activities outside of work bring you happiness?
Absolutely anything that involves me being outdoors and in nature but mainly walking the dogs, gardening, or checking flocks of sheep. The majority of my working day is spent in front of the computer screen so just being outside, whatever the weather helps me to reset my mind and allows me the space to think more clearly. Happiness comes from any time spent with my family, particularly my four grandchildren and I am a keen follower of National Hunt Racing.
If you are looking for a role with a difference, Corteva is the right choice, providing valuable learning experiences. Find out more about our talented team here.
