Vice President Marketing

Gregory Poole•Raleigh, NC

20h

About The Position

The Vice President of Marketing provides executive leadership for the company’s marketing strategy, brand, customer engagement, and growth initiatives. The role translates market, customer, competitive, and industry insights into strategic priorities that strengthen market position, drive demand, and support profitable growth. The Vice President leads the marketing organization, oversees strategic resources and technology, and partners with executive and business leaders to align marketing capabilities with company objectives and deliver measurable business results. The role develops and leads three- to five-year marketing strategies; identifies growth strategies, market opportunities, and go-to-market priorities; and establishes marketing strategies and performance objectives for assigned Caterpillar business segments. It leads enterprise demand generation, customer lifecycle and engagement strategies, brand positioning, and digital and promotional activities. It also sets the strategic direction for CRM, marketing technology, analytics, attribution, data management, and e-business strategies. The Vice President builds cross-functional partnerships, leads integrated planning for campaigns and customer initiatives, establishes marketing priorities and resource allocation, oversees budgets and external relationships, and reports on marketing performance. The role provides executive leadership for the marketing organization, including its structure, capabilities, talent development, performance expectations, succession planning, and culture.

Requirements

Bachelor’s degree in marketing or a related field.
10 or more years of experience in marketing, advertising, or a related field.
5 or more years of supervisory experience.
Ability and willingness to travel as required.
Ability to sit for long periods while using the telephone and computer.
Valid driver’s license.
Strong analytical skills and business acumen.
Demonstrated ability to effectively interface with executive management.
Intermediate PC skills in MS Office, especially Excel and Word.
Strong professional negotiation and reasoning skills.
Knowledge of communication principles, media, and marketing techniques.
Creativity.
Excellent written, verbal, presentation, and interpersonal communication skills.

Responsibilities

Develop and lead three- to five-year marketing strategies aligned with company objectives and long-term growth priorities.
Translate market, customer, competitive, and industry insights into growth strategies, market opportunities, and go-to-market priorities.
Lead market coverage, segmentation, and opportunity analysis to identify new products, services, ventures, and market expansion opportunities.
Establish marketing strategies and performance objectives for assigned Caterpillar business segments.
Partner with executive and business leaders to align marketing priorities with Sales, Rental, Product Support, Service, Customer Experience, HR, IT, and GP Academy objectives.
Lead enterprise demand-generation strategies to improve lead quality, conversion, pipeline contribution, and sales effectiveness.
Establish customer lifecycle, channel, and engagement strategies that strengthen acquisition, loyalty, and retention.
Lead brand positioning and market presence across Gregory Poole, Caterpillar, Rental, Product Support, Service, digital channels, events, and customer communications.
Oversee digital, website, social media, onboarding, advertising, and promotional strategies.
Partner with Caterpillar/OEM representatives to align marketing strategies, product launches, customer initiatives, and brand standards.
Set strategic direction for CRM, marketing technology, digital channels, automation, analytics, attribution, and data management.
Partner with IT and business leaders to establish technology roadmaps that improve lead management, sales effectiveness, customer engagement, and marketing performance.
Establish enterprise marketing KPIs, dashboards, attribution models, and performance reporting.
Govern customer data quality, segmentation, CRM processes, and marketing systems.
Evaluate emerging technologies and develop e-business strategies.
Build partnerships across Sales, Rental, Product Support, Service, Customer Experience, Technology, GP Academy, and Caterpillar/OEM organizations.
Lead integrated planning for major campaigns, product launches, customer initiatives, and sales enablement programs.
Establish marketing priorities, resource allocation, and operating plans based on business needs and expected return.
Oversee the marketing budget, vendor and agency relationships, and investments to maximize ROI.
Provide executive reporting on marketing performance, pipeline contribution, market position, customer engagement, and strategic initiatives.
Establish the marketing organization’s vision, structure, priorities, and capabilities.
Lead, coach, and develop marketing leaders and associates across campaign strategy, digital marketing, content, analytics, CRM, events, brand, and sales support.
Establish performance expectations and accountability for organizational and individual results.
Oversee hiring, development, succession planning, performance management, and resource planning.
Foster a data-driven, customer-focused culture that promotes collaboration, innovation, and continuous improvement.