Senior Digital Product Owner - Lead & Analytics

Caterpillar Inc.•Peoria, IL

2d•$112,710 - $183,140

About The Position

As the Digital Product Owner for Leads & Analytics within the Rental and Used team at Caterpillar, you will own the strategy, roadmap, and execution of lead management and analytics capabilities across digital platforms such as rent.cat.com and related dealer experiences. You will lead initiatives that enable end-to-end lead capture, tracking, attribution, and optimization, ensuring actionable insights for both Caterpillar and dealer partners. Working closely with engineering, marketing, analytics, and CRM teams, you will ensure alignment with business goals, data accuracy, and performance measurement standards.

Requirements

Knowledge of business analysis and the set of tasks, techniques and tools required to identify business needs; ability to recommend solutions that deliver value to stakeholders.
Knowledge of the decision-making process and associated tools and techniques; ability to accurately analyze situations and reach productive decisions based on informed judgment.
Knowledge of strategies, practices and tools for resolving software problems; ability to manage software problems in installed software products.
Knowledge of and experience with the business aspects and operation of a software product; ability to manage install base, current uses, future plans, and product vision.
Knowledge of UAT activities, tasks, tools and techniques; ability to design, implement and evaluate acceptance tests for end-users.
Proven experience in digital product management or product ownership
Experience in analytics, digital marketing, or lead management systems
Strong understanding of web analytics tools, tagging frameworks, and attribution models
Experience with conversion rate optimization (CRO) and A/B testing
Proven ability to work across engineering, marketing, and business teams
Excellent communication skills with ability to translate data into actionable insights
Familiarity with CRM systems and lead routing processes
Knowledge of data pipelines, event tracking, and customer journey analytics

Nice To Haves

Bachelor’s degree in Computer Science, Engineering, Marketing, Business, or related field
Experience with tools such as Adobe Analytics, Google Analytics, Tag Management Systems, or similar platforms
Experience with Python, Snowflake and SQL preferred
Agile Product Owner certification (CSPO, SAFe PO/PM)

Responsibilities

Define and drive the product vision and roadmap for Leads & Analytics capabilities across Rental and Used digital platforms
Align initiatives with enterprise digital strategy, marketing effectiveness, and data-driven decision-making goals
Identify opportunities to improve lead generation, attribution accuracy, and conversion performance
Own the end-to-end lead lifecycle, including lead capture, enrichment, routing, tracking, and attribution
Ensure data accuracy, completeness, and consistency across all lead and analytics systems
Partner with marketing and dealer teams to improve lead quality, follow-up effectiveness, and conversion outcomes
Own the end-to-end lead generation and analytics strategy across CRS 2.0 and rent.cat.com platforms, ensuring a seamless experience from customer engagement through dealer handoff
Design and optimize lead capture and funnel journeys, including equipment inquiries and “Get a Quote” flows, contact dealer and reservation-related CTAs, and location-aware and proximity-based lead triggers
Define and implement end-to-end funnel measurement, covering traffic → engagement → product interaction (PLP/PDP) → lead → conversion
Ensure accurate routing and attribution by mapping leads to the appropriate dealer based on location, equipment type, and business rules, and enabling visibility into source, campaign, and channel attribution
Standardize event tracking, tagging, and data layer frameworks across both platforms, including product browsing (PLP/PDP interactions), CTA engagement (quote, reserve, contact dealer), and user identity states (anonymous vs logged-in)
Partner with marketing teams to enable end-to-end campaign attribution across paid, organic, and referral channels, and SEO and content-driven lead generation
Define and track unified KPIs across platforms, including total leads generated and conversion rates, traffic-to-lead conversion by channel, lead-to-opportunity conversion and downstream impact, form completion and abandonment rates, and dealer engagement and response metrics
Drive conversion rate optimization (CRO) initiatives through A/B testing of user flows, forms, and CTA placements, and continuous optimization of lead funnels and user journeys
Enable deep user behavior insights, including equipment browsing and search patterns, navigation flows and drop-off points, and dealer selection behavior
Ensure integration with CRM, identity, and dealer systems to support accurate lead capture and tracking, and user attribution and lifecycle visibility
Collaborate with CMS and PIM teams to connect content and product interactions to lead performance and analytics outcomes