Senior Digital Product Owner - Lead & Analytics

Beschrijving

Career Area:

Job Description:

Your Work Shapes the World at Caterpillar Inc.

When you join Caterpillar, you're joining a global team who cares not just about the work we do – but also about each other. We are the makers, problem solvers, and future world builders who are creating stronger, more sustainable communities. We don't just talk about progress and innovation here – we make it happen, with our customers, where we work and live. Together, we are building a better world, so we can all enjoy living in it.

Cat Digital is the digital and technology arm of Caterpillar Inc., leveraging the latest technologies to build industry leading digital solutions for our customers and dealers. With over 1.5 million connected assets worldwide, our teams use data, technology, advanced analytics, telematics and AI capabilities to help our customers build a better, more sustainable world.

Job Summary:

As the Digital Product Owner for Leads & Analytics within the Rental and Used team at Caterpillar, you will own the strategy, roadmap, and execution of lead management and analytics capabilities across digital platforms such as rent.cat.com and related dealer experiences.

You will lead initiatives that enable end-to-end lead capture, tracking, attribution, and conversion optimization, ensuring actionable insights for both Caterpillar and dealer partners. Working closely with engineering, marketing, analytics, and CRM teams, you will ensure alignment with business goals, data accuracy, and performance measurement standards.

What You Will Do:

Product Strategy & Roadmap

• Define and drive the product vision and roadmap for Leads & Analytics capabilities across Rental and Used digital platforms
• Align initiatives with enterprise digital strategy, marketing effectiveness, and data-driven decision-making goals
• Identify opportunities to improve lead generation, attribution accuracy, and conversion performance

Leads & Analytics Domain Ownership

• Own the end-to-end lead lifecycle, including lead capture, enrichment, routing, tracking, and attribution
• Ensure data accuracy, completeness, and consistency across all lead and analytics systems
• Partner with marketing and dealer teams to improve lead quality, follow-up effectiveness, and conversion outcomes

Rent.cat.com (Unified Platform)

• Own the end-to-end lead generation and analytics strategy across CRS 2.0 and rent.cat.com platforms, ensuring a seamless experience from customer engagement through dealer handoff

Design and optimize lead capture and funnel journeys, including:

• Equipment inquiries and “Get a Quote” flows
• Contact dealer and reservation-related CTAs
• Location-aware and proximity-based lead triggers

Define and implement end-to-end funnel measurement, covering:

• Traffic → engagement → product interaction (PLP/PDP) → lead → conversion

Ensure accurate routing and attribution by:

• Mapping leads to the appropriate dealer based on location, equipment type, and business rules
• Enabling visibility into source, campaign, and channel attribution

Standardize event tracking, tagging, and data layer frameworks across both platforms, including:

• Product browsing (PLP/PDP interactions)
• CTA engagement (quote, reserve, contact dealer)
• User identity states (anonymous vs logged-in)

Partner with marketing teams to enable end-to-end campaign attribution across:

• Paid, organic, and referral channels
• SEO and content-driven lead generation

Define and track unified KPIs across platforms, including:

• Total leads generated and conversion rates
• Traffic-to-lead conversion by channel
• Lead-to-opportunity conversion and downstream impact
• Form completion and abandonment rates
• Dealer engagement and response metrics

Drive conversion rate optimization (CRO) initiatives through:

• A/B testing of user flows, forms, and CTA placements
• Continuous optimization of lead funnels and user journeys

Enable deep user behavior insights, including:

• Equipment browsing and search patterns
• Navigation flows and drop-off points
• Dealer selection behavior

Ensure integration with CRM, identity, and dealer systems to support:

• Accurate lead capture and tracking
• User attribution and lifecycle visibility
• Collaborate with CMS and PIM teams to connect content and product interactions to lead performance and analytics outcomes

What You Will Have:

• Business Analysis: Knowledge of business analysis and the set of tasks, techniques and tools required to identify business needs; ability to recommend solutions that deliver value to stakeholders.
• Decision Making and Critical Thinking: Knowledge of the decision-making process and associated tools and techniques; ability to accurately analyze situations and reach productive decisions based on informed judgment.
• Software Problem Management: Knowledge of strategies, practices and tools for resolving software problems; ability to manage software problems in installed software products.
• Software Product Business Knowledge: Knowledge of and experience with the business aspects and operation of a software product; ability to manage install base, current uses, future plans, and product vision.
• User Acceptance Testing (UAT): Knowledge of UAT activities, tasks, tools and techniques; ability to design, implement and evaluate acceptance tests for end-users.

Considerations For Top Candidates:

• Bachelor’s degree in Computer Science, Engineering, Marketing, Business, or related field
• Proven experience in digital product management or product ownership
• Experience in analytics, digital marketing, or lead management systems
• Strong understanding of web analytics tools, tagging frameworks, and attribution models
• Experience with tools such as Adobe Analytics, Google Analytics, Tag Management Systems, or similar platforms
• Experience in conversion rate optimization (CRO) and A/B testing
• Proven ability to work across engineering, marketing, and business teams
• Excellent communication skills with ability to translate data into actionable insights
• Familiarity with CRM systems and lead routing processes
• Experience with Python, Snowflake and SQL preferred
• Knowledge of data pipelines, event tracking, and customer journey analytics
• Agile Product Owner certification (CSPO, SAFe PO/PM)

Summary Pay Range:

Compensation and benefits offered may vary depending on multiple individualized factors, job level, market location, job-related knowledge, skills, individual performance and experience. Please note that salary is only one component of total compensation at Caterpillar.

Benefits:

Subject to plan eligibility, terms, and guidelines. This is a summary list of benefits.

• Medical, dental, and vision benefits*

• Paid time off plan (Vacation, Holidays, Volunteer, etc.)*

• 401(k) savings plans*

• Health Savings Account (HSA)*

• Flexible Spending Accounts (FSAs)*

• Health Lifestyle Programs*

• Employee Assistance Program*

• Voluntary Benefits and Employee Discounts*

• Career Development*

• Incentive bonus*

• Disability benefits

• Life Insurance

• Parental leave

• Adoption benefits

• Tuition Reimbursement

* These benefits also apply to part-time employees

Posting Dates:

Any offer of employment is conditioned upon the successful completion of a drug screen.

Caterpillar is an Equal Opportunity Employer, Including Veterans and Individuals with Disabilities. Qualified applicants of any age are encouraged to apply.

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