Digital Marketing Manager

Opis

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.

About Caterpillar Oil & Gas and Marine:

Caterpillar’s Oil and Gas division provides superior products and service solutions to make our customers more efficient and lower total cost of ownership. Globally, we deliver engineered oilfield and drilling equipment repair and certification, mechanical and rotating equipment repairs and upgrades, rapid prototyping of spare parts, robust asset management, operation and maintenance and field engineering services. We offer a wide range of career opportunities across a variety of technical and business roles in engineering and service locations worldwide. Join our team and help build engineering solutions that change the industry. When you join the Caterpillar Oil & Gas and Marine Division (COGMD), you join a global team that helps to power the global energy industry as well as provide power and propulsion on the water.

About the Role:

The Digital Marketing Manager creates and drives the digital strategy, vision, and roadmap for Caterpillar’s Oil & Gas and Marine Divisions. This role is cross-functional and will work closely with the sales, marketing, technology, and leadership teams to envision, develop and implement digital customer touch points. The Digital Marketing Manager is both creative and analytical, able to work effectively in a matrix organization, adept at synthesizing a variety of technologies and capabilities into customer experiences. The ideal candidate is customer focused and technology savvy with a proven track record of designing and implementing successful experiences across technology platforms.

What You Will Do:

• Strategy: Create annual website strategies in collaboration with key stakeholders. Make strategic decisions about site design, features and functionality that align with both user goals and business objectives.
• Develop, validate, and drive a product / experience roadmap that identifies where we will focus, how we will get there, and the sequence of activities required to meet our business goals and digital customer experience objectives
• Utilize technology solutions that create a competitive advantage within marketing, sales, and product support.
• Ability to measure the impact of digital marketing activities and drive more efficient spending.
• Analyze web analytics for insights to assist in making recommendations
• Collaborate with others in the digital organization and the business to define objectives and develop approaches to solving challenges.
• Develop strategy for marketing automation campaigns, digital media, and user experience.
• Explore new digital trends in the areas of website development, user experience, SEO, SEM, marketing automation and social media.
• Develop expertise / competencies around digital marketing tools such as Marketing Cloud/marketing automation, campaign journey builder, CRM, content management (Percolate), etc.
• Develop digital marketing best practices, deliver ongoing training, and provide strategic consultation to our Oil & Gas and Marine marketing teams globally
• Management: Responsible for all website functionality, accuracy, and performance/ uptime. Lead team in management of site structure and navigation, information architecture, organization of site content and user flows, and integrations with external tools and software. Plan and lead execution of strategies with digital team including tactics such as personalized web experiences, Salesforce integration and e-commerce, and other agencies and tools.
• Management: Lead our social media team in management of our strategy, content calendar and metrics.
• UX: Develop strategies and lead efforts to improve the website user experience and increase customer satisfaction. Prioritize resources and strategic initiatives. Develop and manage long-term roadmap of site improvements. Manage teams’ execution of A/B and multivariate tests on digital platforms.
• Lead Generation: Maximize lead capture and conversion of customers from digital efforts. Lead team and priority projects to continuously improve lead conversion utilizing both existing lead capture mechanisms as well as developing new methods based on consumer trends and market opportunities.
• Create comprehensive demand generation marketing communications plan and manage existing/ongoing program in partnership with global marketing teams
• Insights: Lead efforts in developing and sharing digital web analytics and insights to drive KPI's within all marketing segments. Present insights and recommendations to wider marketing team and leadership. Lead enterprise digital analytics.
• SEO: Lead the development search engine optimization (SEO) strategies and manage team in implementation of SEO tactics to generate quality website traffic.
• Align Caterpillar and Cat dealers to accelerate digital as an enabler.

What You Will Have:

• Collaborating: Knowledge of collaborative techniques; ability to work with a variety of individuals and groups in a constructive and collaborative manner.
• Effective Communications: Understanding of effective communication concepts, tools and techniques; ability to effectively transmit, receive, and accurately interpret ideas, information, and needs through the application of appropriate communication behaviors.
• Strategic Thinking: Knowledge of the importance of "big picture" thinking and planning; ability to apply organizational acumen and competitiveness to identify and maintain focus on key success factors for the organization.
• Vendor/Supplier Management: Knowledge of external provider management processes and ability to effectively manage the business relationship with external providers (e.g. vendors, service providers, contractors, consultants and suppliers).

Preferred Experience:

• BS/MS degree in marketing or a related field
• Proven working experience in digital marketing
• 7-10 years of progressively responsible digital job experiences
• Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns
• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
• Experience in optimizing landing pages and user funnels
• Solid knowledge of website analytics tools
• Working knowledge of ad serving tools
• Working knowledge of HTML, CSS, and JavaScript development and constraints
• Strong analytical skills and data-driven thinking
• Up-to-date with the latest trends and best practices in online marketing and measurement
• Strong project management skills, including the ability to take initiative, prioritize tasks, and manage multiple projects, simultaneously.

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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