Senior Marketing Manager

Description

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 Marketing Manager to join our team.

The Senior Marketing Manager is a strategic thought leader, responsible for leading a team in developing and executing marketing strategies that promote our brand, create demand, drive leads, and support revenue growth. This role leads a team of marketing and sales specialists, develops and manages marketing campaigns, and analyzes performance metrics to optimize marketing efforts. The Senior Marketing Manager is pivotal in enhancing brand presence, increasing market penetration, driving customer acquisition, accelerating our sales pipeline, and building customer loyalty. This role is a business partner to our OEM and internal stakeholders, including Marketing, Sales, Rental, Service, Construction Technology, BT, IT, Finance, Legal, and HR. The Senior Marketing Manager will consistently leverage data to inform and optimize performance, and will blend a deep understanding of brand development, digital and traditional marketing, marketing analytics, team development, and strong execution skills. 

Essential Functions

Strategic Planning & Execution

• Develop and implement detailed marketing strategies and plans that build awareness and drive leads for Construction, Rental, Aftermarket, and Construction Technology businesses.
• Translate high-level strategic direction from the VP of Marketing and VP of Sales into executable marketing plans, including defining target audiences, setting campaign goals, and selecting appropriate marketing channels.
• Ensure the development of compelling sales tools, product stories, and go-to-market strategies that enable sales success, elevate brand presence, and deliver exceptional customer experiences.
• Develop, manage, measure, and evaluate sales and promotion effectiveness 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 key target market segments and audiences for marketing programs and ensure that all communications are clear, professional, engaging, and relevant.
• Develop and analyze pre-sale customer buying journeys based on customer goals and business outcomes.
• Create intentional, localized, and personalized customer experiences by shifting traditional go-to-market plans from product-driven to customer-centric.
• Collaborate with OEM partners to understand the OEM product offerings, G2M plans, and excellence program requirements, as well as participate in OEM pilots, to continue to position Carolina Cat as a top dealer and enhance our customer experiences.
• Conduct data mining and analysis efforts and deploy critical thinking skills to identify new or untapped opportunities for the dealership in existing or undeveloped markets.
• Partner with the digital marketing, eCommerce, and customer experience teams in developing the strategy, design, and content across traditional and digital channels.
• Maintain a good understanding of current OEM campaigns and communicate offers to the sales teams.

Marketing Operations & Management

• Manage and mentor a team of marketing specialists and business development specialists, providing direction, performance feedback, and professional development.
• Continually assess customer and business needs, to ensure marketing plan alignment.
• Allocate and track marketing spend to ensure efficient use of resources.
• Oversee the development of marketing materials, manage timelines, and ensure campaigns are executed effectively, tracking key performance indicators and providing regular reports to manager and business partners.
• Ensure that all leads are captured, qualified, scored, and routed correctly within a time frame that meets customer expectations.
• Integrate deeply with internal, front line customer sales teams to understand business goals, voice of customer, customer segmentation, and critical performance gaps and opportunities.
• Foster communication between marketing and other departments, as well as with executive leadership, sharing analysis and insights that help inform business decisions.
• Partner with VP of Marketing and other marketing team leads to encourage a data-driven, customer-first marketing organization.

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 marketing, sales, digital strategy, customer experience, and CRM; or equivalent combination of education and experience.
• Minimum of 3 years of experience managing a team of direct reports.
• Experience with a retail-centric organization, preference for dealer or franchise-based brands.
• Demonstrated ability to execute innovative and results-focused 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 marketing and sales opportunities.
• Must be passionate about customer experience and demonstrate a willingness to stay up-to-date with an ever-changing list of marketing best practices, new technologies, and new ideas.

Computer Skills

Successful candidate will be proficient in Microsoft Office, Smartsheet, and PowerBI. Experience working in CRM tools required; prior experience with marketing automation platforms (Marketing Cloud, Pardot, Data Cloud) a plus 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 are encouraged to apply.