Digital Adoption Marketing Manager- onsite in Charlotte

Join the Weisiger Group Team

As a family-owned company under our fourth 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 the strength of our communities by supplying equipment for critical infrastructure and commerce, and by funding programs that advance social and economic vitality. Being around for nearly 100 years means we change and pivot to capture opportunities and avoid challenges. 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.

Join a leading solutions provider and be a part of a group of highly skilled technicians, sales and support team members who exist to serve as a trusted partner to our customers, communities, and fellow employees.

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're proud to serve our employees as a partner in their success.

Job Title: Digital Adoption Marketing Manager

Department: Marketing

Reports To: VP, Marketing

FLSA Status: Salaried

Location: Charlotte, NC

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're proud to serve our employees as a partner in their success. At Carolina Cat, we make smart investments in our company and that starts with our people. The marketing team plays a key strategic role in delivering business results and superior customer experiences. That is why we are looking for a Digital Adoption Marketing Manager to join our team.

The Digital Adoption Marketing Manager is a strategic thought leader, responsible for developing and executing marketing strategies that promote digital applications, create online demand, drive eCommerce leads, and support online revenue growth. This role drives the customer adoption of ecommerce OEM and dealer digital applications, develops and manages marketing campaigns, and analyzes performance metrics to optimize marketing efforts. The Digital Adoption Marketing Manager is pivotal in increasing online market penetration, driving online customer acquisition, and building online 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 Digital Adoption Marketing Manager will be responsible for ensuring the dealership achieves all digital tools requirements and targets under Caterpillar's operational excellence programs, as well as dealer business objectives for authentic digital adoption,

Essential Duties and Responsibilities:

Strategic Planning & Execution

• Develop and implement detailed marketing strategies and plans that build awareness and authentic customer adoption of our digital tools that support our customers business needs.

• Responsible for developing and executing campaigns that drive leads for our online parts business.

• Responsible for the administration, support, customer care, and growth of Caterpillar and dealer ecommerce and digital applications.

• Translate high-level strategic direction from the VP of Marketing, Caterpillar, and VP of Sales into executable marketing plans, including defining target audiences, setting campaign goals, and selecting appropriate marketing channels to drive ecommerce and digital tools program growth.

• Develop, manage, measure, and evaluate online sales and promotion effectiveness to achieve annual business plans and multi-year growth goals with a keen focus on new account activation and customer retention.

• Identify key target market segments and audiences for ecommerce marketing programs and ensure that all communications are clear, professional, engaging, and relevant.

• Collaborate with OEM partners to understand the OEM product offerings, G2M plans, and operational 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.

• Identify, manage, and implement integrated procurement (IP) projects and related customer requests.

• Conduct production testing for digital tool enhancements in partnership with OEM.

• Generate weekly reports on ecommerce activity and performance, discussing the findings with senior leadership, and proposing new strategies to improve or sustain results.

Marketing Operations

• Conduct data mining and analysis efforts and deploy critical thinking skills to identify new or untapped opportunities for the dealership in existing or undeveloped online opportunities.

• 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

• Coordinate with appropriate teams to manage online product listings, descriptions, and inventory levels.

• Helping identify and troubleshoot UI and UX problems based on customer feedback, analytics, and business objectives.

• Overseeing coordination of User Acceptance testing for all Caterpillar system related updates and changes to OEM applications.

• Ensuring compliance with legal regulations in online sales, including data protection laws.

• Staying up-to-date with the latest developments in e-commerce technology best practices.

• Other duties as assigned.

Skills Required:

• Bachelor's Degree from a four-year college or university in Business, Marketing, or a related area of study and a minimum of 7 years of progressively more senior responsibilities as it relates to marketing, digital strategy, customer experience, or sales; or equivalent combination of education and experience.

• Deep understanding of digital and ecommerce practices, technologies and applications.

• Experience with competitive brands or like-minded categories of businesses targeting a similar type of buyer segment.

• 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.

• Exceptional written, oral and presentation skills with advanced PowerPoint presentation skills.

• Ability to work closely with cross-functional teams, including Marketing, IT, Legal 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, Smartsheets, Project Management Applications (Wrike), and Google Analytics. Prior experience using CRM tools a plus but not required.

Certificates, Licenses, Registrations: Professional certifications in digital marketing, ecommerce, or project management, such as Certified E-commerce Professional (CEP) or Google Analytics Certification, can be advantageous.

Language Skills: English

Physical Demands

The physical demands 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.

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 occasionally required to climb or balance; stoop, kneel, crouch, or crawl and taste or smell. The employee is frequently required to sit. The employee must frequently lift and /or move up to 30 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

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

EEO/AA Employer. All qualified individuals are encouraged to apply.