Program Officer – Hybrid Seeds Demand Creation

PositionProgram Officer – Hybrid Seeds Demand Creation
Reporting toProject Manager – TELA
LocationKaduna, Nigeria
CategoryNPS -C

Organisational Context

AAATF is an international not-for-profit organisation that facilitates and promotes public/private partnerships to promote food security and enhance livelihoods of smallholder farmers in SSA. AATF works with African governments, private and public technology owners and developers, NGOs, seed companies and African small holder farmers to identify and access technologies that address farmers’ key problems and empower them through availability of a choice of agricultural innovations that generate wealth and health for their families and communities. AATF is a registered charity under the laws of England and Wales and has host country status with the Government of Kenya. The Foundation depends on the ongoing support and collaboration of different partners and investors to meet its objectives.

The position is to help licensed seed companies in Nigeria to create awareness and promote TELA hybrid maize for adoption by farmers. The position will be based at ECOBasic, Kaduna to facilitate linkages for foundation seed demand between ECOBasic and TELA Maize Licensed SME Seed Companies.


The Hybrid Seeds Demand Creation Officer position is a crucial role in stimulating and driving farmer demand for biotechnology TELA hybrid maize seeds in the Nigerian market. This position requires a combination of marketing, communication, and seed business expertise to help seed companies effectively promote the TELA hybrid maize seeds to farmers. This position will work closely with seed companies’ sales teams, farmers, distributors, and other stakeholders to create awareness, educate, and generate enthusiasm for the TELA hybrid maize seeds.

Functions / Key Results Expected


  1. Market Research and Analysis:
    • Conduct market research to identify target audiences, market trends, product needs, and opportunities for TELA hybrid maize seed demand.
    • Analyze farmer behavior and preferences to effectively tailor marketing strategies.
    • Operate a trial network to understand technical features and value of TELA products, allowing the selection of the right future products in line with customer needs, evaluate current portfolio, develop marketing features, advantages, and benefits (FABs), and demonstrate performance to farmers.
  2. Marketing Strategy Development:
    • Collaborate with seed companies’ marketing teams to develop and implement demand-creation strategies.
    • Help seed companies to create marketing plans, campaigns, and promotional activities to generate interest in TELA hybrid maize seed products.
  3. Content Creation:
    • Develop engaging and informative content for various marketing channels, including digital platforms, print materials, and promotional events.
    • Craft messages that highlight the unique features and benefits of TELA hybrid maize seeds.
  4. Customer Engagement:
    • Establish and maintain relationships with farmers, agricultural communities, and key biotech influencers.
    • Conduct outreach programs, workshops, and training sessions to educate seed companies, distributors, and farmers about the benefits of TELA hybrid maize seeds.
  5. Collaboration with Seed Companies Sales Teams:
    • Work closely with seed companies’ sales teams to understand customer needs and provide them with effective marketing tools.
    • Assist seed companies in the development of sales collateral and training materials.
    • Support seed companies to ensure proper, timely, and transparent production, demand, and sales planning to guarantee product availability.
  6. Event Coordination:
    • Partner with seed companies in planning and executing events, field days, and demonstrations to highlight the performance of TELA hybrid maize seeds.
    • Coordinate seed companies’ participation in agricultural fairs, trade shows, and community events.
  7. Data Analysis and Reporting:
    • Track and analyze the effectiveness of demand-creation strategies.
    • Provide regular reports on key performance indicators and make recommendations for improvement.
  8. Communication and promotion:
    • Help seed companies to create brand awareness on the various levels of the market and create demand for TELA products.
    • Guide seed companies to demonstrate and communicate product value at the distribution channel and farmer levels.
    • Provide training to seed companies on how to transfer knowledge to customers about their TELA seed product portfolio and agronomic cropping techniques.
    • Develop together with seed companies, promotional and demand generation materials in line with their overall strategic objective and customer needs.
  9. Distribution:
    • Help seed companies to identify distribution channels and models that fit their focus market and customer segment.
    • Guide seed companies on how to analyze and create a channel map to ensure proper planning and transparent product flow.
    • Support seed companies to ensure demand generation activities are in line with their channel strategy to ensure the product is available where there is demand.
  10. Value capture:
    • Advise seed companies on product pricing based on the value added for the farmer with TELA hybrid maize seeds.
    • Help seed companies to evaluate how discounts/ incentives/ rebates could be used to drive positive customer behaviour


  • Strong advocacy and communication skills including effective public relations.
  • proven social media sue skills and ability to use information technology effectively as a tool and resource.
  • Strong organisational skills with ability to plan and prioritise work activities to meet TELA goals and objectives.
  • Strong diplomatic and negotiation skills and nimble to changing environments and relationships.
  • Good networking skills and ability to build and sustain relationships with key partners.
  • Ability to write/edit good reports, impact stories and minutes of meetings.
  • A good understanding of agricultural biotechnology social – political and regulatory environments
  • Ability to build and sustain relationships with key constituents (donors, research institutions, media, government institutions, etc.)
  • Ability to work in a multidisciplinary environment.
  • High-level interpersonal and cross-cultural skills including ability to build alliances and collaborative relationships with sensitivity to diversity.
  • Ability to maintain high standards of integrity; establish straightforward, productive relationships; treating individuals with fairness and respect.


  Education:• Master’s degree in agriculture, marketing, business, or related field.
  Experience:• Five years of proven experience in product development, marketing, or demand creation within the hybrid maize seed sector.
• Strong understanding of agricultural practices, seed technologies, and market dynamics.
• Excellent communication and presentation skills.
• Ability to work collaboratively with cross-functional teams.
• Creativity in developing engaging marketing content and strategies.
• Strong organizational and business management skills.
• Good understanding of the sub-Saharan Africa’s agricultural biotechnology and social –political and policy environments
  Language Requirements:Fluency in written and spoken English. A working knowledge of French would be an added advantage

Submission of Applications

Qualified candidates are invited to send their applications on or before 14 June 2024 to aatf- and clearly indicate on the email subject Program Officer – Hybrid Seeds Demand Creation. Only short-listed candidates will be contacted.

AATF is an equal opportunity employer; committed to diversity and inclusion within its workforce and encourages qualified female and male candidates from all religious and ethnic backgrounds and any other diversity groups to apply and become a part of our organization.