ATTO Seeds

Mariangela Duarte Soares is the Marketing Director of the Atto Group, bringing with her thirty years of experience and seven years as an academic teacher. After graduating, she honed her skills at Nielsen before contributing to Colgate and Coca-Cola. Since 1999, she has led more than 100 agribusiness projects and invented the AgroMarketing strategic tree, revolutionizing strategic planning in the field. A creative and inventive leader, Albuquerque leverages marketing to drive innovation and value in agribusiness. In 2014, her executive MBA project discussed the concept of corporate governance to Adriana Seeds and in 2020 her Mastering theses contributed for the knowledge of Service Dominant Orientation Marketing on Agribusiness. An innovator by nature, she is a visionary leader who believes in the creative potential of marketing to enhance the value and innovation in agribusiness. Her journey exemplifies her unwavering commitment to excellence and her passion for driving positive change.

Please tell our readers about the journey you have had in the industry and what are some of the key roles and responsibilities that you have daily.

My journey in marketing spans over three decades, covering various fields and sectors. After graduation, I delved into merchandising and strategic planning, honing my skills in brand management and customer relations. My career began at Nielsen, an international research institute, where I gained expertise in market analysis and statistics, laying a firm foundation for my future endeavors.

Embracing entrepreneurship, I founded a marketing firm that collaborated with businesses of all sizes to develop effective marketing strategies. However, my true passion emerged in agribusiness marketing. For the past five years, I have served as the Marketing Director for ATTO Seeds, where I revitalized the brand through successful branding tactics and market expansion programs.

My daily responsibilities include organizing marketing campaigns, networking with clients, and innovating strategies to stay aligned with industry trends. This journey has been immensely enriching, driven by an insatiable thirst for knowledge and an unwavering dedication to excellence.

What are some of the recent trends and challenges impacting the industry lately?

The marketing field is affected by technologies, recent changes in consumer behavior, and global market tendencies. To effectively reach their potential customers, marketers are turning to digital marketing avenues like social media and influencers. There is also a growing trend towards personalized marketing strategies that are founded on data analytics and AI-enabled tools. The challenges of complying with privacy regulations and ensuring consumer data is used correctly come along with the opportunities. To be heard above the noise, brands must constantly innovate and differentiate in response to the rising competition in the digital arena. Sustainability and social responsibility have found their place of prominence with customers asking for transparency as well as accountability from brands. Marketers are currently facing a significant challenge in tailoring these trends to remain adaptable and attentive to market dynamics.

  ​The marketing field is affected by technologies, recent changes in consumer behavior, and global market tendencies. To effectively reach their potential customers, we are turning to digital marketing avenues like social media and influencers. 

As a leader, how have you adjusted your approach or strategy to address and overcome these challenges?

As a leader, I have adopted a proactive approach to navigating the evolving market landscape. I prioritize continuous learning and flexibility within my team, equipping them with the latest digital marketing methods and skills. I have also developed an innovative climate, which doesn’t hesitate to try out new things and deliver creative products to stay on the top. As for privacy issues and ethical problems, in my decided policy, I’ve introduced strong data protection systems, along with making my organization transparent. Besides that, I applied sustainability and social responsibility to the marketing strategy, which coincided with consumer needs and positively impacted our brand reputation. 

How do you envision the future of the space?

Now in a couple of years, the marketing space is going to change even more and dig deeper into cutting-edge technologies with the assistance of algorithms and insights from big data. Artificial Intelligence and Machine Learning will be universal high-level trends, opening up the way for more precise marketing campaigns based on individual market demand as well as predictive analytics to foresee consumers’ needs. The increasing of immersive technologies like virtual reality and amplified reality will directly revolutionize how brands interact with their audiences by presenting them with more interactive and experiential marketing experiences. Sustainable and ethical concerns will also increasingly be considered by the masses who will require their brands to play the role of navigators in these areas. I envision marketing as a fertile arena above all else where flexibility, associated with innovation, or discernment regarding consumer patterns will be vital components of success.

As a leader, what would be the piece of advice you would like to give to your fellow peers?

My advice for my fellow peers will be to nurture your passion for your work. When you are passionate about what you do, it serves as a source of inspiration and motivation, propelling you to strive for excellence every day. Remember, passion is a choice. By choosing to love what you do, you infuse enthusiasm and dedication into your pursuits. View challenges as opportunities for growth, maintaining a positive attitude as you tackle tasks. Stay curious, be open to new ideas, and steadily enhance your skills, paving the way for success. In the end, it is your passion that will guide you toward achievement and fulfillment.