Marketing Consultant

Caterpillar•Westminster, CO

10d

About The Position

As a Marketing Consultant for VisionLink Full Fleet, you will play a pivotal role in shaping Caterpillar’s digital marketing strategy for one of its most innovative products. Your primary mission is to drive awareness, adoption, and engagement of VisionLink Full Fleet among customers who operate mixed fleets of construction equipment. You will be responsible for developing and executing digital marketing campaigns, crafting compelling feature-focused content, and leading value-based messaging initiatives that resonate with diverse customer segments. This role requires a deep understanding of the construction equipment industry, digital product marketing, and the unique challenges faced by customers managing assets from multiple brands and categories. You will collaborate closely with product managers, sales teams, and cross-functional stakeholders to ensure that marketing efforts are aligned with business objectives and customer needs. Your work will directly influence how customers perceive and utilize VisionLink Full Fleet, helping them unlock new efficiencies and value from their equipment investments. You will also be a key contributor to Caterpillar’s broader digital transformation, advocating for innovative marketing approaches and leveraging data-driven insights to refine strategies. Success in this role means delivering measurable results in customer engagement, lead generation, and revenue growth, while positioning Caterpillar as a leader in digital fleet management solutions.

Requirements

Creativity: Knowledge of the approaches, tools, and techniques for promoting creative, original thinking and ability to apply it to a variety of business situations.
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.
Customer Focus: Knowledge of the values and practices that align customer needs and satisfaction as primary considerations in all business decisions and ability to leverage that information in creating customized customer solutions.

Nice To Haves

Proven digital marketing experience in developing and executing digital marketing campaigns, including content creation, social media management, and online advertising.
Excellent written and verbal communication skills, with experience presenting to cross-functional teams and external stakeholders.
Familiarity with the construction equipment industry, including trends in fleet management, asset integration, and digital transformation.
Strong understanding of value-based selling principles, with the ability to craft persuasive content that addresses customer pain points and demonstrates ROI.

Responsibilities

Develop, manage, and optimize digital marketing content for VisionLink Full Fleet, including product features, benefits, and customer success stories. Ensure content is tailored to the needs of mixed fleet customers and distributed across appropriate digital channels.
Lead marketing campaigns that highlight VisionLink Full Fleet’s capabilities, including API integration, rental and non-powered asset support, and hardware development. Collaborate with product teams to translate technical features into compelling customer value propositions.
Create and deliver marketing materials that emphasize the value of VisionLink Full Fleet for customers with diverse equipment portfolios. Support sales teams with messaging and collateral that address customer pain points and demonstrate ROI.
Engage with customers to understand their needs and expectations for digital fleet management. Gather feedback to refine marketing strategies and content, ensuring alignment with customer priorities.
Work with Machine Business Divisions, Cat Digital, ICS, GCI, MTES, and CD&T to identify opportunities, develop business cases, and synchronize marketing efforts across the organization.
Lead go-to-market initiatives for VisionLink Full Fleet, supporting regional sales teams and ensuring deployment readiness.