Country Market Lead

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RFP TITLE: Country Market Lead - Kingdom of Saudi ArabiaPROPOSAL DEADLINE: JANUARY 22, 2026 INTRODUCTION: United States Soybean Export Council (USSEC) requests proposals to assist in the continued development and implementation of a Country Market Lead for the Kingdom of Saudi Arabia. Through a global network of international offices and strong support in the U.S., USSEC helps build a preference for U.S. soybeans and soybean products, advocate for the use of soy in feed, aquaculture, and human consumption, promote the benefits of soy use through education and connect industry leaders through a robust membership program. PURPOSE OF RFP: Fair market value assessments that are open and transparent enable USSEC to determine the work to be performed and allows USSEC the opportunity to evaluate various proposals and select the best contractor for the job based on experience, availability, expertise, approach, and cost. The purpose of this RFP is to seek proposals for the Kingdom of Saudi Arabia Market Lead, chiefly responsible for activities in the country. This RFP is for a 1-year contract from Feb 15, 2026 to December 31, 2026 with the potential to be extended based on performance and the availability of funding. BACKGROUND & PURPOSE OF PROJECT A critical approach to differentiating US soy from other origins, elevating preference and attaining market access is having a development team that will assist the on the ground presence that interface directly with key customers. USSEC will maintain the U.S. soybean industry's marketing and trade servicing capabilities in the Middle East region while providing trade services, technical services and marketing support to importers, end users and soy industry organizations. The core strategy focuses on educating the target audiences about the specific advantages of U.S. soy in various applications, increasing their realization of those advantages, and establishing purchase preferences because of those advantages. The successful candidate will be able to articulate a clear strategy working with the Executive Director to identify potential growth markets for U.S. soy and areas of opportunities for increased support. TARGET AUDIENCE: Kingdom of Saudi Arabia trade associations, governments, non-governmental agencies, traders, importers, integrators, and processors. Travel and regular communications to and from these markets are expected. Due to government travel restrictions, the successful candidate will be able to provide a virtual solution to not being present in various settings. SCOPE (SERVICES) OF WORK: Under this contract, the Contractor shall promote the use and awareness of U.S. soybeans and soybean products through the following services: USSEC seeks a Contractor that holds an advanced degree and/or significant industry experience in U.S. Soy Technical/Management Support to serve as a Country Market Lead in Kingdom of Saudi Arabia (KSA) on behalf of USSEC. As a Country Market Lead, the Contractor will be required to fulfill the services below: 1) Core: If contracted as a Country Market Lead for Kingdom of Saudi Arabia (KSA), your core services are to: a. Direct Marketing to customers within your region on behalf of USSEC's Executive Director of Middle East, North Africa and South Asia, which include but not limited to: i. ii. iii. iv. v. vi. vii. Differentiate the value, sustainability, and competitive advantage of U.S. soy to customers. Provide ongoing support to processors and importers by creating down-stream demand for their products. Provide education to processors and livestock producers to boost their economic viability. Establish key customer relationships for U.S. soy. Maintain and strengthen the U.S. soy industry's key customer relationships. Increase end-consumer knowledge on benefits of soy and soy products. Promote new soy product applications. b. Assist USSEC's Executive Director of South Asia with the strategic goals and objectives, which include but not limited to: i. ii. iii. iv. v. vi. vii. Identify potential growth markets for U.S. soy. Identify areas of strengths to maintain. Identify areas of opportunities for increased support. Identify the major and targeted Customers. Create a Customer Analysis for each of those targeted. Identify key Associations. Create an Association Analysis for each of those targeted. c. Attend the Regional Strategic Meetings (up to two per year) that are hosted within the area of responsibility of the Executive Director d. Training and knowledge of USSEC's and its Funding Source's policies e. Training and knowledge of USSEC's regional operational procedures 2) USSEC/Regional Hosted Events: If contracted as a Country Market Lead for KSA, you will also be required to develop a trade team for two USSEC hosted Soy Connext, one hosted within the region and one hosted by USSEC HQ located in the United States. a. Regional Soy Connext hosted within the region i. Identify a trade team of customers that should be targeted based on: 1. Meeting topic(s) 2. 3. 4. ii. Strategic importance Customer impact Number of Customers (determined by Executive Director) Complete an Event Summary Evaluation b. SoyConnext, hosted within the United States i. Identify a trade team of customers that should be targeted based on: 1. 2. 3. 4. ii. Meeting topic(s) Strategic importance Customer impact Number of Customers (determined by Executive Director) Complete an Event Summary Evaluation 3) Representative Events: If contracted as a Country Market Lead for KSA, you will also be required to propose hosted and/or non-hosted events for approval from the Executive Director of MENASA. The event type can fall under one of the following: Hosted Event (in-person or virtual) o Conference o Seminar o Technical Training o Site Visits with Technical Consultant o Trade Team o Trade show with Booth o Feeding Demonstration Non-Hosted Event o Market Research o Trade Show without Booth (attendance only) o Sponsorship o Subscription o Advertisement o Publication o Membership For each event proposed you will have to complete an Event Proposal that contains an analysis of the event with information such as targeted audience, anticipated impact and expected outcome. If the proposed event is approved, you will be required to collaborate with the regional operations team for proper and timely event development prior to the event. This development must be in accordance with policies and procedures and will utilize approved templates and forms. In addition, you will be solely responsible for the completion of the following reports/analysis after the event: a. Event Summary Analysis b. Success Story with Graphic from Event For the purpose of this RFP, you will only be required to provide: o your CV, o your daily rate based on an eight (8) hour workday in USD, and o a draft program proposal show your understanding of the market, list of what the issues and opportunities are, summary of what can be done to build a preference for U.S. soybeans and soybean products, advocate for the use of soy, and promote the benefits of soy, and explanation of why you would be the best candidate. Do not provide event proposals or details of specific events you would like to see developed and implemented. This will be developed with input from our US Soy Family in conjunction with USSEC's Unified Export Strategy (UES). See instructions below for other detailed information. ADDITIONAL CONSIDERATION (if applicable) Preference will be given to proposals from companies/individuals residing in the country indicated. Submitter must have the following technological requirements: o Reliable high speed internet access o Microsoft Office 365, which include: Outlook Excel Word PowerPoint Teams SharePoint