Vice President of Marketing

About the position

The Vice President of Marketing is a strategic and operational leader responsible for defining and executing a comprehensive marketing vision that drives growth across all business lines—equipment sales, rentals, aftermarket service, and parts—with a focus on industry-specific growth in the construction, mining, and energy markets. Serving as a key member of the senior leadership team, the VP of Marketing will lead the development and execution of the company’s brand, demand generation, customer engagement, and digital strategy – looking to fuel revenue growth, enhance the customer experience, and strengthen the company’s leadership position. This role plays a critical part in positioning the company as the premier brand in the heavy equipment dealership space, enhancing the customer journey across its lifecycle, and driving digital, field, and partner-integrated marketing efforts. The VP will work closely with executive leadership, Caterpillar, Inc., sales channel leaders to ensure brand alignment, lead generation, customer retention, and market share expansion.

Responsibilities

• Develop and execute a comprehensive marketing strategy that drives growth across core business lines and key verticals (construction, mining, power).
• Align marketing plans with revenue goals, market expansion priorities, and OEM product roadmaps.
• Guide company positioning and messaging to reflect leadership in uptime, reliability, customer service, and value-added offerings.
• Create and manage annual marketing plans, incorporating field initiatives, digital transformation, and channel-specific tactics.
• Serve as a member of the executive team, providing strategic input on customer engagement, brand investment, and business transformation.
• Design and execute targeted campaigns that drive rental fleet utilization, including customer segmentation, jobsite profiling, and seasonal promotions.
• Promote maintenance programs, extended warranties, remote monitoring, and repair services to extend equipment lifecycle and increase service revenue.
• Develop loyalty and re-engagement strategies for high-value aftermarket customers and fleet managers.
• Use parts and service data to develop marketing programs that anticipate customer needs by vertical and machine type.
• Partner with rental and service teams to support up-time marketing, parts availability messaging, and value-based service positioning.
• Develop and execute segment-specific messaging that speaks to the priorities of customers in construction, mining, and power generation.
• Partner with sales and product managers to tailor content, events, and lead generation for each vertical.
• Track performance and growth within each segment; adjust marketing plans accordingly.
• Ensure brand alignment with CAT marketing guidelines while highlighting dealership value differentiation.
• Co-create marketing programs with CAT partners to support new product launches, promotions, and dealer growth initiatives.
• Coordinate joint events, training sessions, and customer engagement activities with CAT and other suppliers.
• Leverage CAT-provided content, telematics data, and market insights to localize campaigns for specific customer needs and territories.
• Represent the dealership in CAT advisory groups, pilot programs, and national marketing forums.
• Lead digital transformation of the customer journey—optimize website, e-commerce, CRM, and marketing automation tools.
• Develop inbound and outbound campaigns that generate qualified leads for sales, rentals, service, and parts.
• Driving growth through SEO/SEM, social media, video content, email marketing, and retargeting.
• Implement automated customer journeys tied to lifecycle events (e.g., rental return, service intervals, warranty expiration).
• Measure performance with clear KPIs via dashboards, providing real-time reporting on key metrics such as CAC, MQL-to-opportunity conversion, lead quality, conversion rates, rental booking, service retention, and campaign ROI.
• Build and manage regional and branch-level marketing playbooks tailored to local market conditions and sales goals.
• Support trade shows, demo days, open houses, jobsite visits, and customer appreciation events.
• Collaborate with territory managers and rental reps to execute grassroots marketing strategies and track local impact.
• Utilize Voice of Customer (VOC) insights, Net Promoter Score (NPS), and customer success metrics to inform messaging and content.
• Equip field reps with marketing toolkits tailored by vertical and customer segment.
• Act as brand guardian for all communications—ensuring consistency in tone, look, and messaging across all platforms.
• Manage internal and external communications, including press, employer branding, community relations, and issue/crisis management.
• Oversee the creation of content (brochures, videos, playbooks, case studies) that supports sales, recruiting, and customer engagement.
• Lead a cross-functional team of brand, digital, content, vertical, and field marketers.
• Define team goals, structure, and development plans to support business growth.
• Establish KPIs, dashboards, and accountability systems to ensure alignment and performance.
• Manage the marketing budget, ensuring high ROI on campaigns and tools.
• Oversee vendor and agency relationships, ensuring accountability and strategic fit.
• Performs all other duties as assigned.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, or related field; MBA preferred.
• 10+ years in marketing leadership, ideally within heavy equipment, energy, industrial services, or capital equipment industries.
• Proven success in go-to-market strategy, demand generation, and digital marketing transformation.
• Proven ability to lead high-performing teams and manage complex go-to-market programs.
• Track record of measuring effectiveness and results of various marketing campaigns and making adjustments to improve outcomes.
• History of spending regular time with customers and sales leaders to learn first-hand why key sales opportunities are won or lost.
• Strong experience in digital marketing, CRM (e.g., Salesforce), and marketing automation platforms (e.g., HubSpot, Marketo).
• History of successful OEM partnerships and co-branded campaigns.

Nice-to-haves

• Strong leadership and people management skills, with the ability to inspire and motivate a diverse team.
• Excellent strategic thinking and problem-solving abilities.
• Exceptional communication, project management, and cross-functional leadership skills.
• In-depth knowledge of current and emerging technologies and industry best practices.