Vice President Marketing

Primary Function 

The Vice President of Marketing provides executive leadership for the company’s marketing strategy, brand, customer engagement, and growth initiatives. This position translates market, customer, competitive, and industry insights into strategic priorities that strengthen market position, drive demand, and support profitable growth across the organization. The Vice President leads the marketing organization, oversees strategic resources and technology, and partners with executive and business leaders to align marketing capabilities with company objectives and deliver measurable business results. 

Essential Duties 

Enterprise Marketing Strategy & Business Growth 

• Develop and lead 3 to 5-year marketing strategies aligned with company objectives and long-term growth priorities 
• Translate market, customer, competitive, and industry insights into growth strategies, market opportunities, and go-to-market priorities 
• Lead market coverage, segmentation, and opportunity analysis to identify new products, services, ventures, and market expansion opportunities 
• Establish marketing strategies and performance objectives for assigned Caterpillar business segments 
• Partner with executive and business leaders to align marketing priorities with Sales, Rental, Product Support, Service, Customer Experience, HR, IT, and GP Academy objectives 

Demand Generation, Customer & Brand Strategy 

• Lead enterprise demand-generation strategies that improve lead quality, conversion, pipeline contribution, and sales effectiveness 
• Establish customer lifecycle, channel, and engagement strategies that strengthen acquisition, loyalty, and retention 
• Lead brand positioning and market presence across Gregory Poole, Caterpillar, Rental, Product Support, Service, digital channels, events, and customer communications 
• Oversee digital, website, social media, onboarding, advertising, and promotional strategies to strengthen customer engagement and market presence 
• Partner with Caterpillar/OEM representatives to align marketing strategies, product launches, customer initiatives, and brand standards 

Marketing Technology, CRM & Analytics 

• Set the strategic direction for CRM, marketing technology, digital channels, automation, analytics, attribution, and data management 
• Partner with IT and business leaders to establish technology roadmaps that improve lead management, sales effectiveness, customer engagement, and marketing performance 
• Establish enterprise marketing KPIs, dashboards, attribution models, and performance reporting to measure business impact 
• Govern customer data quality, segmentation, CRM processes, and marketing systems to support effective decision-making 
• Evaluate emerging technologies and develop e-business strategies that advance marketing capabilities and business objectives 

Cross-Functional Leadership & Resource Management 

• Build strong partnerships across Sales, Rental, Product Support, Service, Customer Experience, Technology, GP Academy, and Caterpillar/OEM organizations 
• Lead integrated planning for major campaigns, product launches, customer initiatives, and sales enablement programs 
• Establish marketing priorities, resource allocation, and operating plans based on business needs and expected return 
• Oversee the marketing budget, vendor and agency relationships, and investments to maximize ROI and support strategic priorities 
• Provide executive reporting on marketing performance, pipeline contribution, market position, customer engagement, and strategic initiatives 

Marketing Organization Leadership & Development 

• Provide executive leadership for the marketing organization and establish its vision, structure, priorities, and capabilities 
• Lead, coach, and develop marketing leaders and associates across campaign strategy, digital marketing, content, analytics, CRM, events, brand, and sales support 
• Establish performance expectations and accountability for organizational and individual results 
• Oversee hiring, development, succession planning, performance management, and resource planning 
• Foster a data-driven, customer-focused culture that promotes collaboration, innovation, and continuous improvement 

Minimum Requirements 

Education 

Bachelor's degree in marketing or related field. 

Work Experience 

• 10+ years' experience in Marketing/ Advertising or related field 
• 5+ years of supervisory experience. 

Physical 

• Ability and willingness to travel as required. 
• Must be able to sit for long periods using the telephone and computer. 
• A valid driver’s license is required. 

Other 

• Strong analytical and business acumen. 
• Demonstrated ability to effectively interface with executive management. 
• Must have intermediate PC skills in MS Office, especially Excel and Word. 
• Must have strong, professional negotiation and reasoning skills. 
• Knowledge of communication principles, media, and marketing techniques. 
• A wide degree of creativity is expected. 
• Excellent written, verbal, presentation, and interpersonal communication skills.
• Bilingual (Spanish/English) skills are preferred but not required.