Senior Digital Marketing Manager- onsite in Charlotte

Carolina CAT - Construction•Charlotte, NC

2d•Onsite

About The Position

At Carolina Cat, we are a trailblazing organization that is built to last. We strive to be a diverse and inclusive organization where everyone feels welcome, and our differences are valued as competitive advantages. Trust is our bottom line, and we are proud to serve our employees as a partner in their success. We make smart investments in our company and that starts with our people. The marketing team plays a key strategic role in the success of delivering business results and superior customer experiences, and we are looking for a Senior Digital Marketing Manager to join our team. The Senior Digital Marketing Manager will be responsible for creating and implementing holistic digital marketing plans that promote our brand, drive traffic, generate leads, and are aligned with our overall business objectives, including goals for automation, social media, SEO, PPC, email marketing, and content marketing. This role will partner across marketing, business technology, construction, power, and aftermarket leadership to ensure digital strategies and experiences accurately reflect company goals and objectives while delivering on customer expectations. This role is pivotal in enhancing brand presence, driving customer acquisition, and building loyalty across digital channels, and should consistently leverage data to inform and optimize performance. This role oversees a team responsible for SEO, PPC, email marketing, SMS campaigns, marketing automation, social media, website experiences, and digital initiatives that target potential customers, attract new customers, and support customer engagement of existing customers to achieve the company’s business objectives in a sustainable way.

Requirements

Bachelor’s Degree from a four-year college or university in Business, Marketing, or a related area of study; MBA preferred.
Minimum of 7 years of progressively more senior responsibilities as it relates to digital marketing, eCommerce, marketing, digital strategy, customer experience, CRM, site development, SEO, or sales; or equivalent combination of education and experience.
Minimum of 3 years of experience managing a team.
Deep understanding of digital marketing and eCommerce practices, technologies, and applications.
Experience with a retail-centric organization, preference for dealer or franchise-based brands.
Demonstrated ability to execute innovative and results-focused digital marketing programs and campaigns consistent with marketing best practices that result in sustainable growth.
Exceptional written, oral and presentation skills with advanced PowerPoint presentation skills.
Ability to work closely with cross-functional teams, including Marketing, IT, BT, Legal, Sales, and HR.
Analytical skills to report KPIs and identify trends and challenges, using data to drive actionable customer-focused insights.
A high level of attention to detail and good organizational skills.
Able to interpret business needs into digital experience opportunities.
Must be passionate about user experience and demonstrate a willingness to stay up-to-date with an ever-changing list of best practices, new technologies and new ideas
Successful candidate will be proficient in Microsoft Office, and Adobe Creative Suites (InDesign, Photoshop, and Illustrator).
Experience working in content management platforms (Wordpress) required.
Knowledge of HTML / CSS, Javascript, Handlebars and Typescript required.

Nice To Haves

Prior experience using CRM tools (Salesforce) and marketing automation platforms (Marketing Cloud and Pardot) a plus but not required.
Web certifications and Salesforce Marketing Cloud certification preferred, but not required.

Responsibilities

Develop and execute comprehensive digital plans and paid media strategies to drive traffic, conversions, and ROI across platforms, including search and social channels.
Manage relationships with agencies and vendors, ensuring alignment with business goals, adherence to timelines, and achievement of KPIs.
Monitor, analyze, and report on campaign performance, providing actionable insights and recommendations for optimization.
Drive the ongoing optimization of the paid and organic digital channels with an eye toward delivering product awareness, cost-efficient new customer acquisition, and profitable revenue growth.
Collaborate with marketing team and business partners to develop and strategize campaigns that align with brand objectives and company goals.
Own the development and execution of data-driven audience-targeting strategies that prioritize first-party data.
Ensure brand consistency and effectiveness across all digital touchpoints.
Lead overall website strategy, overseeing maintenance, while continually monitoring and updating content and pages to ensure they stay current and competitive.
Maintain updated marketing calendar with all current programs and offers and distribute to key stakeholders and teams including Digital, Marketing, Creative, Sales, and Operations.
Support customer engagement marketing efforts by leveraging data to enhance customer retention strategies.
Stay current with industry trends, platform updates, and emerging technologies to ensure innovative and effective marketing strategies.
Foster growth of direct reports by coaching team members to deliver business results while also stretching their strategic thinking to deliver new, innovative, and trailblazing digital experiences for the company.
Collaborate with OEM partners to understand the OEM digital ecosystem, G2M plans, and administration requirements to understand how to integrate the user experience into dealership’s digital landscape.
Participate in pilots with OEM to continue to position Carolina Cat as a top dealer in digital excellence and delivering on global best practices in the dealer community.
Collaborate with marketing team members to produce relevant marketing campaign and journey experiences that increase traffic, foster and grow activation, adoption, and retention of Caterpillar eCommerce and digital applications.
Help identify and troubleshoot UI and UX problems across digital sites and platforms based on best practices, customer feedback, analytics, and business objectives.
Monitor performance and KPIs against excellence programs to achieve annual program targets and attribution.
Provide timely, in-depth analysis on web performance and OEM web applications to gain a deeper understanding of customer/prospect behavior and leverage insights in marketing strategy.
Other duties as assigned.