Senior Digital Marketing Manager- onsite in Charlotte

About the role

The Senior Digital Marketing Manager at Carolina Cat is a pivotal role within the marketing team. This position is crucial for enhancing brand presence, driving customer acquisition, and building loyalty across digital channels. The role requires a deep understanding of digital marketing and eCommerce practices, technologies, and applications.

Responsibilities

• Develop and execute comprehensive digital plans and paid media strategies to drive traffic, conversions, and ROI across platforms, including search and social channels.
• Manage relationships with agencies and vendors, ensuring alignment with business goals, adherence to timelines, and achievement of KPIs.
• Monitor, analyze, and report on campaign performance, providing actionable insights and recommendations for optimization.
• Drive the ongoing optimization of the paid and organic digital channels with an eye toward delivering product awareness, cost-efficient new customer acquisition, and profitable revenue growth.
• Collaborate with marketing team and business partners to develop and strategize campaigns that align with brand objectives and company goals.
• Own the development and execution of data-driven audience-targeting strategies that prioritize first-party data.
• Ensure brand consistency and effectiveness across all digital touchpoints.
• Lead overall website strategy, overseeing maintenance, while continually monitoring and updating content and pages to ensure they stay current and competitive.
• Maintain updated marketing calendar with all current programs and offers and distribute to key stakeholders and teams including Digital, Marketing, Creative, Sales, and Operations.
• Support customer engagement marketing efforts by leveraging data to enhance customer retention strategies.
• Stay current with industry trends, platform updates, and emerging technologies to ensure innovative and effective marketing strategies.
• Foster growth of direct reports by coaching team members to deliver business results while also stretching their strategic thinking to deliver new, innovative, and trailblazing digital experiences for the company.
• Collaborate with OEM partners to understand the OEM digital ecosystem, G2M plans, and administration requirements to understand how to integrate the user experience into dealership's digital landscape.
• Collaborate with marketing team members to produce relevant marketing campaign and journey experiences that increase traffic, foster and grow activation, adoption, and retention of Caterpillar eCommerce and digital applications.
• Help identify and troubleshoot UI and UX problems across digital sites and platforms based on best practices, customer feedback, analytics, and business objectives.
• Monitor performance and KPIs against excellence programs to achieve annual program targets and attribution.
• Provide timely, in-depth analysis on web performance and OEM web applications to gain a deeper understanding of customer/prospect behavior and leverage insights in marketing strategy.

Qualifications

• 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 digital marketing, eCommerce, marketing, digital strategy, customer experience, CRM, site development, SEO, or sales; or equivalent combination of education and experience.
• Minimum of 3 years of experience managing a team.
• Deep understanding of digital marketing and eCommerce practices, technologies, and applications.
• Experience with a retail-centric organization, preference for dealer or franchise-based brands.
• Demonstrated ability to execute innovative and results-focused digital 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 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: Proficient in Microsoft Office, Adobe Creative Suites (InDesign, Photoshop, and Illustrator), and content management platforms (Wordpress). Knowledge of HTML / CSS, Javascript, Handlebars and Typescript required. Prior experience using CRM tools (Salesforce) and marketing automation platforms (Marketing Cloud and Pardot) a plus but not required.

Benefits

Carolina Cat offers a comprehensive benefits package designed to support the health, financial security, and well-being of our employees. This includes medical, dental, and vision insurance, retirement savings plans, paid time off, and more. We are committed to fostering a positive and inclusive workplace where all employees can thrive.