Senior Digital Marketing Manager

Join the Carolina Cat Team

As a family-owned company under our third generation of leadership, we have built our business based on the principles of trust, integrity, and a desire to help our customers and employees succeed.

Since 1926, we've supported our communities by supplying equipment for critical infrastructure and commerce and by donating our time and resources to area nonprofits. We make smart investments in our company and continuously improve as part of our vision to be a trailblazing company that's built to last.

We're looking for hard-working, team-oriented professionals who enjoy working on new challenges every day. We believe our employees are the key to our success, and we're committed to providing a work experience that helps our team grow to their full potential.

Collectively, our employees work together to make a difference for our customers, our communities, and our company. Learn more about what it means to become a team member with Carolina Cat.

Summary

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.

Essential Functions

• 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.

Supervisory Responsibilities

This job has supervisory responsibilities.

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable qualifying individuals to perform the essential functions.

Education and/or Experience

• 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

Computer Skills

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

Certificates, Licenses, Registrations

Web certifications and Salesforce Marketing Cloud certification preferred, but not required.

Workplace Requirements

The physical demands and work environment described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Physical Demands

While performing the duties of this Job, the employee is regularly required to stand; walk; use hands to finger, handle, or feel; reach with hands and arms and talk or hear. The employee is frequently required to sit. The employee must frequently lift, carry, push, pull and /or otherwise move up to 25 pounds. Specific vision abilities required by this job include close vision, distance vision, peripheral vision, depth perception and ability to adjust focus.

Work Environment

While performing the duties of this Job, depending on site location, the employee may be exposed to moving mechanical parts and equipment. The employee may occasionally be exposed to high, precarious places, fumes or airborne particles; outside weather conditions and vibration. The employee may occasionally be exposed to wet and/or humid conditions; toxic or caustic chemicals; extreme cold; extreme heat and risk of electrical shock. The noise level in some work environments is occasionally loud.

We are an Equal Opportunity Employer

We require all employees to treat all our employees and candidates as equals. All personnel actions are conducted in the spirit of equal employment. We're committed to recruit, train, promote and retain associates without regard to race, color, religion, gender, gender identification and expression, national origin, marital status, age, disability, genetic information, military status, sexual orientation or any other characteristic protected by applicable local, state or federal laws.

#CarolinaCAT

EEO/AA Employer. All qualified individuals - including minorities, females, veterans and individuals with disabilities - are encouraged to apply.