Marketing Strategist – Aftermarket

Description

The Aftermarket Marketing Strategist is tasked with the planning, implementation, and optimization of strategic marketing plans. As the subject matter expert for Aftermarket marketing, this position drives the achievement of customer parts and service growth in alignment with company priorities. The role partners with key stakeholders to create annual marketing plans and execute the supporting tactics. Various marketing and sales tools are employed to generate leads and effectively promote, educate, and engage audiences. The role works closely with content writers, graphic designers, copywriters, web developers, event planners, and data analysts.

Duties and Responsibilities

• Work in partnership with business units to develop strategic marketing plans and supporting tactics.
• Produce marketing materials for digital and physical print: Plan, develop, and execute campaigns across all channels: web, social, email, direct mail, print publications, brochures, flyers, radio, video, inside and field sales teams etc.
• Design specials, promotions, financing offers, and product packages that incorporate voice of customer and voice of sales force.
• Develop strong working relationships with Wheeler sales management and sales force.
• Build rapport with CAT reps to advance support knowledge and implementation of available CAT tools, resources, and programs.
• Hold weekly interactions and conduct monthly meetings with industry verticals to provide updates concerning the execution of the tactics and the progress toward the realization of the plans.
• Attend workshops and virtual and hands-on trainings to gain expertise for the products and services this role markets.
• Accountable for the achievement of performance metrics such as Pay per Click Advertising, Onboarding to Digital Applications %, Usage of Digital Applications %, Customer Average Spend % Growth vs. Previous Year and Retail & Small Core Customer STU Growth, Caterpillar excellence programs.
• Monitor KPIs to assess marketing strategy effectiveness and optimize efforts accordingly.
• Report insights and marking performance outcomes with operations.
• Coordinate efforts with marketing team members.
• Leveraging in-house marketing expertise and outside vendors (content specialist, graphic designers, marketing agencies, content video production companies etc.)
• Incorporate manufacturer marketing materials into marketing planning and distribution.
• Equip aftermarket sales team with marketing materials and sales collateral.
• Internally share current offers and campaigns plus activities and successes with operational areas and customer-facing personnel using digital sharing tools.
• Monthly ride-alongs with Product Support Sales to understand voice of customer.
• Performs all other duties as assigned.

Qualifications

• Bachelor’s degree in Marketing, Communications, or related field preferred or an equivalent combination of education and 3 to 5 years of marketing/advertising experience
• Background in or knowledge of the construction, mining and power generation industries or a deep desire and motivation to learn about them is required
• Firm understanding of B2B marketing functions for a heavy equipment dealer, including marketing strategies and tactics. Experience in product marketing and positioning is a plus.
• Experience working with graphic designers, videographers, digital agencies, media outlets, and vendors
• Familiarity with Adobe Programs including InDesign and Photoshop. Hubspot experience a plus.
• Savvy with Microsoft Office products: Word, Power Point, Excel, Outlook
• High level of vision, creativity, and ingenuity with an unwavering commitment to working safely

The previous declarations are not intended to be an all-inclusive list of the duties and responsibilities of the job described, nor are they intended to be such a listing of the skills and abilities required to do the job. Rather, they are intended only to describe the general nature of the job.

________________________________________________________________________________________________________________________________________________________

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities  The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information. 41 CFR 60-1.35(c).