Marketing Manager II

SUCCESS AT WESTERN STATES: Western State's culture is based on passion for our Vision, Mission, and VALUES. We are fiercely committed to SAFETY and sending every employee, safely home, every day. We strive for EXCELLENCE in all we do and are proud to be a "play to win" organization. We act with INTEGRITY in each and every decision we make. Our People and TEAMWORK drive a fun and engaging culture. We are ACCOUNTABLE as individuals and as an organization. We drive INNOVATION by challenging the status quo and embracing change.

JOB SUMMARY: The Marketing Manager II requires understanding and a background in the execution of marketing practices with the ability to implement marketing strategies and plans in direct contribution to organizational strategy and objective. This role will collaborate with the VP of Marketing, various members within the marketing team and business stakeholders to develop short- and long-term market strategies. Experience in campaign development and budgeting is preferred in order to implement tactics with internal and external resources.

ESSENTIAL FUNCTIONS:

Safety

• Actively cares, promotes, manages, and advocates safety at Western States. As a leader and team member in the organization, it is critical to ensure all employees, vendors, and clients have a safe work environment while adhering to all applicable safety policies, procedures and standards.
• Maintains clean/clutter free work areas to ensure safe environments for all WSECO employees.
• Adhering to required personal protective equipment (PPE) as identified in safety policy.

Strategy

• Serves as an active team member of the marketing department in the development and implementation of strategic and tactical plans that support specific objectives. This would include having a clear understanding for the business objective/desired end-result, and analyzing data, competitor and market information to help target and shape marketing programs. Includes directing third party implementation.
• Acts as the primary marketing liaison, attending and presenting at monthly meetings, and working closely with business stakeholders to ensure alignment and achievement of business goals. Understands marketing practices and can develop team marketing skills.
• Engages in creative concepting for customer-facing and internal Marketing initiatives, including copywriting for radio, collateral materials, email strategy, website content, and online lead generation. Supports monthly, quarterly and ad hoc promotions to enhance customer engagement and consistency in messaging.
• Ability to support and adapt content that works across various channels (e.g., repurposing blog content into social media posts or email newsletters).
• Assist in developing customer personas, customer segmentation and tracking product and solution performance in the market.
• Understanding of marketing automation techniques and tools such as D365 Customer Insights & Journeys, HubSpot, Salesforce etc.

Reporting & Data Management

• Manages and collaborates on the Lead Opportunity Management funnel, overseeing web content and reporting to help the business understand campaign performance and optimize programs.
• Leads the facilitation of marketing objectives from start to finish, utilizing support from Caterpillar and internal resources to achieve desired results.
• Achieves organization goals by exploring non-traditional opportunities that add value to marketing tactics.
• Compiles, collects and compares estimated costs and analyzing actual campaign performance with plans, forecasts and optimization opportunities.

Brand Management

• Supports "Excellence" Programs and other WSECO initiatives
• Safeguards the Cat and Western States brand identities as established in the guidelines and expectations.
• Assist in maintaining the product content library (e.g., product & solution descriptions, case studies, FAQs).
• Other responsibilities as assigned

SKILLS, KNOWLEDGE, AND ABILITIES:

• Demonstrated knowledge of marketing techniques, marketing segmentation, marketing automation, data analytics, and CRM platforms.
• Excellent communication skills, both written and verbal with the ability to articulate well with a variety of people and departments.
• Ability to independently set and manage priorities as well as stay organized while managing multiple projects and deadlines.
• Strong project management skills, with emphasis on consultative management and teamwork with exceptional attention to detail.
• Demonstrated success in managing marketing budgets and achieving KPIs.
• Comfortable in a fast-paced, dynamic environment and able to prioritize tasks effectively.
• Leadership skills with the ability to mentor team members.
• Capable of developing and maintain effective working relationships with others.
• Ability to travel overnight.
• Aptitude to work as a change agent and implement innovative solutions to related business problems/opportunities.

EDUCATION AND EXPERIENCE:

• Bachelor's degree preferred. Marketing, Business, Communication or related field preferred.
• Minimum of three years in professional marketing or sales experience required, four years preferred. (Preference given to Equipment industry experience)
• Minimum of six months experience in B2B marketing preferred.
• Must be able to communicate (speak, read, comprehend, write in English), Spanish would be a plus.

PHYSICAL CHARACTERISTICS:

• Frequent walking, standing, driving, pushing, pulling, lifting, bending, climbing, twisting and leaning required.
• Must be able to lift a minimum of 35lbs.
• Must be able to meet all safety requirements for applicable safety policies.

Disclaimer: The above statements are intended to describe the general nature and level of work being performed by employees assigned to this classification. It is not intended be an exhaustive list of all responsibilities, duties, and skills required of employees in this classification.