Carolina CAT Hiring for VP Marketing at Charlotte, NC  Full Time

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

This position will be a trusted partner to the General Manager of Carolina Cat and the leadership team.The individual will serve both as a leader-strategist and a player-coach, building on the strong talent, momentum, and results across our Marketing organization. This leader will shape our “marketing-led, sales-driven” culture, be equally accountable for great ideas and great results, and deepen our focus on customer-centricity.

To be successful in this role, this individual will need experience with marketing-to-sales funnel leadership, a strong understanding of the dealer/distributor model, and demonstrated success growing revenue and profitability of sales in the industrial sector.

Additionally, Carolina Cat is looking for a leader who understands how Customer Experience can be leveraged as a differentiator and can prioritize which areas of customer experience to invest in and/or improve in order to yield the greatest returns for the business.

Finally, Carolina Cat would ideally like this leader to have experience building and growing B2B brands in the industrial sector. Brand strategy and brand marketing execution will likely be done in partnership with external agencies and third-party specialists, but the vision, goals, investments, and accountable measurements will fall under the purview of this leader.

While marketing program oversight, brand strategy, and digital marketing & digital channel performance are part of the overall remit for this position, a pure marketing practitioner or digital marketing executive who has not had significant sales exposure or been accountable for integrated commercial growth targets would not be a fit for this role. This leader needs to understand how to leverage digital channels successfully to drive commercial results, but does not need to be a digital transformation or digital strategist. They will partner with a digital experience leader to achieve their goals.

Experience leading teams is a must, and this leader must also be adept at change management and change leadership, as much of what they will be charged with advancing will be “net new” or a significant shift from how the organization operates today. Direct reports of this role are highly talented, motivated, and successful, so this leader must bring credibility, value, and the ability to influence positive change. Team is comprised of a Director of Digital Marketing, Marketing Manager, Customer Experience Program Manager, and Events Manager.

Essential Functions include the following, other duties may be assigned

Go-to-Market Strategy

• Serve as “chief go-to-market strategist” within the organization, working closely with sales and operational leaders to drive growth with new and existing products and offerings.
• Partner with business leaders to improve path to market for nascent offerings. Align with leaders on addressable market size, understand current players, and translate a multi-year growth path into sales & marketing execution.
• Partner closely with Director of Business Development and Innovation to ensure alignment between strategy, organic and inorganic growth plans, and go-to-market efforts.
• Partner with Caterpillar and other OEM partners to optimize joint marketing efforts to ensure maximum effectiveness.
• Review current coverage strategy and partner across the organization to optimize effectiveness and efficiency of coverage.
• Challenge the status quo of sales coverage, digital & physical channel management, sales funnel management, and campaign effectiveness.
• Support Director of Digital Marketing in deepening our investment in marketing automation, ensuring our ROI increases along with our investment.
• Own the Marketing P&L, ensuring equal focus on prudent cost management while maximizing ROI on marketing spend.

Customer Experience Strategy & Execution

• Provide strategic direction and oversight for Customer Experience Program Manager in accelerating momentum around the Customer Experience program, inclusive of CX standards, training, interaction monitoring, service recovery, and incentives design.
• Evolve definition of success of Customer Experience from a Net Loyalty Score rooted in transaction satisfaction to a comprehensive definition of customer experience and measurable standards.
• Lead competitive intelligence efforts to understand difference in competitive capabilities and customer experience drivers. Work to establish a target around increasing our comparative advantage as it relates to customer experience.
• Work closely with Human Resources leadership to ensure alignment between Employee Experience and Customer Experience efforts, recognizing that there is no one without the other.

Brand Strategy & Execution

• Invest time into understanding our customers, OEM partners, current offerings and capabilities, and core ideology.
• Gain understanding of competitive brand positioning and look to other industries to identify strong brand strategies within the OEM/distributor model.
• Develop informed perspective (perhaps white paper) on how to best position our brand in a way that best captures the essence of our Caterpillar partnership, our differentiated capabilities, and our employee value proposition. Ultimately, our brand should sit at the intersection of our customer experience and employee experience and represent a “promise” to all stakeholders.
• Lead efforts to strengthen our brand presence through traditional and non-traditional channels, including a deeper investment in community-facing events.

Team Development & Organizational Alignment

• Lead a talented, ambitious, and motivated team – providing guidance where necessary, support where required, and shared accountability for success.
• Advocate for Marketing team involvement in any and all organizational decisions impacting the customer or go-to-market efforts.
• Ensure optimal levels of coordination, collaboration, and shared accountability exist in key functional relationships; Sales, Business Technology, Human Resources, and Finance.

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

• Four Year degree required; Master’s Degree preferred.
• A minimum of 10 years’ experience formally leading teams, and “leaders of leaders”. Experience with performance management, career development, talent selection, and organizational design.
• Experience with marketing-to-sales funnel leadership, a strong understanding of the dealer/distributor model, and demonstrated success growing revenue and profitability of sales in the industrial sector.
• Be creative, intellectually curious, self-starting and possess a strong work ethic.
• Strong financial and strategic skillsets.
• Ability to interpret and analyze complex data and exercise initiative, sound judgment, problem-solving and decision-making.
• Stellar communication (verbal and written) and presentation skills.
• Strong interpersonal skills with the ability to maintain working relationships across the organization.

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 – including minorities, females, veterans and individuals with disabilities – are encouraged to apply.