Digital Marketing Manager

Caterpillar Inc.•Peoria, IL

22h•$147,760 - $221,640•Onsite

About The Position

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.

Requirements

Knowledge of collaborative techniques; ability to work with a variety of individuals and groups in a constructive and collaborative manner.
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.
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.
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).
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.

Nice To Haves

BS/MS degree in marketing or a related field

Responsibilities

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.
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.
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.
Lead our social media team in management of our strategy, content calendar and metrics.
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.
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.
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.
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.