Marketing Manager I

SUCCESS AT WESTERN STATES: Western State's culture is based on passion for our Vision, Mission, and VALUES. We are fiercely committed to SAFETY and sending every employee, safely home, every day. We strive for EXCELLENCE in all we do and are proud to be a "play to win" organization. We act with INTEGRITY in each and every decision we make. Our People and TEAMWORK drive a fun and engaging culture. We are ACCOUNTABLE as individuals and as an organization. We drive INNOVATION by challenging the status quo and embracing change.

JOB SUMMARY: The Marketing Manager I works closely with Western States and Caterpillar stakeholders to develop short and long-term market strategies. Responsibilities include a general knowledge of marketing practices, campaign development, and budgeting to implement tactics with internal and external resources. This role collaborates with the Vice President of Marketing, members within the marketing team, and business stakeholders to utilize current best practices, ensure strategic alignment, and drive top line business results.

ESSENTIAL FUNCTIONS:

Safety

• Actively cares, promotes, manages, and advocates safety at Western States. As a leader and team member in the organization, it is critical to ensure all employees, vendors, and clients have a safe work environment while adhering to all applicable safety policies, procedures and standards.
• Maintains clean/clutter free work areas to ensure safe environments for all WSECO employees.
• Adhering to required personal protective equipment (PPE) as identified in safety policy.

Marketing Strategy

• Gathers feedback from different teams and ensure marketing activities align with business needs.
• Provides regular updates to stakeholders about campaign progress and performance.
• Works with teams to gather input for marketing content (e.g., sales team insights, product team details) and integrate this information into campaigns.
• Presents strategy and campaigns to cross-functional teams.
• Works alongside other departments to achieve shared goals.
• Compiles marketing objectives from start to finish, utilizing support from Caterpillar and internal resources to achieve desired results.
• Achieves organization goals by exploring non-traditional opportunities that add value to marketing tactics.
• Coordinates and contributes to team discussions and decision-making processes in order to support and adapt content that works across various channels (e.g., repurposing blog content into social media posts or email newsletters).
• Provides input in developing customer personas, customer segmentation and tracking product and solution performance in the market.
• Utilizes appropriate level of understanding of marketing automation techniques and tools such as D365 Customer Insights & Journeys, HubSpot, Salesforce etc.

Reporting & Data Management

• Collaborates on the Lead Opportunity Management funnel, facilitating web content and reporting to help the business understand campaign performance and optimize programs.
• Compiles, collects and compares estimated costs and analyzing actual campaign performance with plans, forecasts and optimization opportunities.
• Conducts basic market research to identify trends, customer needs, and competitor analysis.
• Assists in collecting and reporting on campaign performance metrics.
• Assists in developing customer personas, customer segmentation and tracking product and solution performance in the market.
• Compiles and monitors expenditures and assess ROI on marketing campaigns.
• Supports and collaborates with lead generation actions such ensuring proper call-to-actions and other online or in person lead generation activities.
• Partners with stakeholders to manage inputs/resources and oversee the cleanliness and accuracy of prospect and customer data to include tracking and reporting progress.

Brand Management

• Supports "Excellence" Programs and other WSECO initiatives.
• Safeguards the Cat and Western States brand identities as established in the guidelines and expectations.
• Assists in maintaining the product content library (e.g., product & solution descriptions, case studies, FAQs).
• Other duties as assigned.

SKILLS, KNOWLEDGE, AND ABILITIES:

• Knowledge of marketing techniques, marketing segmentation, marketing automation, data analytics, and CRM platforms.
• Excellent communication skills, both written and verbal with the ability to articulate well with a variety of people and departments.
• Ability to independently set and manage priorities as well as stay organized while managing multiple projects and deadlines.
• Strong project management skills, with emphasis on consultative management and teamwork with exceptional attention to detail.
• Capable of developing and maintain effective working relationships with others.
• Ability to travel overnight.
• Aptitude to work as a change agent and implement innovative solutions to related business problems/opportunities.

EDUCATION AND EXPERIENCE:

• Bachelor's degree preferred. Marketing, Business, Communication or related experience preferred.
• Minimum of two years in professional marketing or sales experience required, three years preferred. (Preference given to Equipment industry experience)
• Must be able to communicate (speak, read, comprehend, write in English), Spanish would be a plus.

PHYSICAL CHARACTERISTICS:

• Frequent walking, standing, driving, pushing, pulling, lifting, bending, climbing, twisting and leaning required.
• Must be able to lift a minimum of 35lbs.
• Must be able to meet all safety requirements for applicable safety policies.

Disclaimer: The above statements are intended to describe the general nature and level of work being performed by employees assigned to this classification. It is not intended be an exhaustive list of all responsibilities, duties, and skills required of employees in this classification.