Marketing Specialist

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

The Marketing Specialist is responsible for developing, executing, and monitoring strategic marketing initiatives across various channels in collaboration with the Power Systems business organization. Responsibilities range from marketing strategy, analytical thinking, campaign development, and execution to researching, analyzing, and understanding our customer’s behaviors and needs. The Marketing Specialist brings strong attention to detail and organization to all projects, as they must coordinate and execute multiple initiatives simultaneously in accordance with the annual marketing plan. The ideal candidate is a strong communicator and relationship-builder, skilled in facilitating collaboration across departments, teams, and external parties. Both creative thinking and analytical capability are critical, as the Marketing Specialist will not only monitor campaign performance and other KPIs but also propose methods for improvement and innovation to drive overall marketing effectiveness.

Essential Functions

Marketing Plan

• Implement detailed marketing plans and schedules and propose new concepts for the Power Systems organization.
• Track and measure budgets to increase marketing effectiveness and productivity by optimizing spend and operations derived from the marketing plan.
• Actively partner with OEM and other Caterpillar dealers to develop and enhance the marketing plan.
• Develop and maintain success metrics to assess the effectiveness of marketing projects, including campaign ROI, and adjust when needed.
• Identify key target market segments, personas, and stakeholders for marketing programs and ensure that all communications are clear, professional, engaging, and relevant to their audiences.

Customer Insights

• Assists in researching competitors by identifying and evaluating product characteristics, market share, pricing, and advertising.
• Support business strategies in gathering and analyzing qualitative and quantitative market and customer data, whether collected by the dealership or a third party.
• Work closely with the Power Systems team and other functions to translate data into insights and proposals for profitable growth initiatives.
• Integrate deeply with internal, front-line customer Power Systems teams to understand business goals, the voice of customers, customer segmentation, and critical performance gaps and opportunities.
• Foster communication between marketing and other dealership departments, as well as with executive leadership, sharing insights that inform business decisions.

Campaign Development & Management

• Innovate, develop, manage, and track successful marketing campaigns and initiatives to achieve annual business plans and multi-year growth goals with a keen focus on lead generation, new account and customer acquisition, and market share.
• Identify, create, and measure customer buying journeys based on customer goals and business outcomes.
• Create intentional and personalized customer experiences by shifting traditional go-to-market plans from product-driven to customer-centric.
• Ensure that all leads are captured, qualified, scored, and routed correctly within a time frame that meets customer expectations.
• Assist in customer data-mining efforts and deploy business development skills to identify new opportunities for the dealership in existing or undeveloped markets.
• Partner with the digital marketing team in developing the strategy, design, and content across digital channels, including email, social, and web.
• Maintain a good understanding of current OEM campaigns and communicate offers with the business.

Creative & Design

• Innovate, develop, and lead the creation of marketing collateral and other support materials to achieve the above objectives.
• Oversee creative development of collateral for targeted marketing initiatives and campaigns for supporting departments
• Become a brand advocate by reviewing marketing materials to ensure that it is used consistently across digital platforms, merchandise, and print communications.

Other duties as assigned.

Supervisory Responsibilities

This job has no 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

4-year degree in marketing, communications, business administration, or equivalent with three to five years of progressive experience in marketing or creative functions is required.

Skills and Abilities

• Able to interpret business needs and opportunities into strategic marketing action and support.
• Data mining and analysis
• Proficient in problem-solving and strategic, critical thinking
• Project Management capability & approach to implementing plans.
• Experience with marketing campaign management and analysis (additional knowledge of Customer Journey Orchestration is a plus)
• Effective written and verbal communication skills
• Ability to think creatively and innovatively
• Analytical skills to report KPIs, forecast performance, and identify trends and challenges.
• A high level of attention to detail and good organizational skills
• Goal-oriented and strive to complete the assigned project on time.
• Budget-management skills and proficiency
• Commitment to learning and continuous improvement
• Enthusiastic and should possess the ability to create motivation among other employees.

Computer Skills

Successful candidate will be proficient in Excel, Word, PowerPoint, and Adobe Acrobat Professional, Adobe Creative Suites (InDesign, Photoshop, and Illustrator), and prior experience using CRM tools. Prior knowledge of marketing automation tools (Salesforce Marketing Cloud) preferred.

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.

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