Marketing Specialist II

Marketing Manager

Work closely with divisional and departmental leadership to develop and execute a strategic and actionable marketing plan to support achievement of business goals for assigned market segments. Support the Marketing Department day-to-day operations and during special events by facilitating collaboration within the dealership and with external parties.

Essential Duties

• Work with Marketing Manager, marketing team, sales teams and other departments on all marketing efforts from strategic development to execution and analysis, ensuring they have the marketing materials and support they need
• Develop and deploy effective multiple-channel marketing campaigns to target customers and track the effect of those campaigns, by customer segment, over time. Example channels are: website, social media, email, video, direct mail, trade publications, signage and mass media where appropriate. This may include research of product/offering, development of concept, copywriting, and design layout.
• Own all aspects of planning and executing events for customer appreciation, trade shows, open houses, trade associations, employee appreciation, etc.
• Select and manage inventory for all marketing department novelties and promotional items that are on brand and compliment marketing efforts.
• Manage relationships with suppliers, vendors, creative agencies and advertising and PR firms to ensure alignment with the company's brand and standards.
• Partner with dealership leaders, Sales Managers, and other departments to align content production with sales funnel needs and boost growth strategies.
• Primary responsibility for development & updating of corporate sales brochures & other custom sales collateral. This may include research of product/offering, development of concept, copywriting, and design layout.
• Defines, tracks, analyzes and communicates to management the results demonstrating marketing's contribution to business goals for assigned business segments
• Follow project management principles and use governance tools and strategies to direct teams and guide projects to on-time completion.
• Lead monthly divisional meetings with Construction and Aftermarket teams to draft strategic marketing plans. Provide relevant and engaging digital content to support overall social media and website strategies to meet customer expectations and increase engagement
• Be a brand advocate of the Caterpillar and Gregory Poole Equipment Company brands in our service territory and ensure that it is used consistently across all marketing materials. Responsible to educate and govern these guidelines with all associates.
• Communicate with customers and leverage disciplined market research to understand customer needs and purchasing behaviors and use that intelligence to help the marketing department develop promotional strategies.
• Manage tactical budget effectively and provide periodic update reports to management
• Create and manage the Marketing campaign and content calendars, working with the internal team to keep it up to date and ensure that milestones are met.
• Support efforts of sales, rental, parts and service management where applicable
• Provide communication and promotional expertise to centralized support departments such as Human Resources, Safety, and Recruiting
• Mentor and Train new marketing associates on company processes and systems
• Actively network with marketing professionals to share best practices to increase our dealership marketing capabilities

Minimum Requirements

Education :

A four-year degree in marketing, communications or related business with five years of relevant marketing experience.

Work Experience :

(see above)

Physical :

• Ability to periodically travel overnight.
• Ability to lift various materials that could weigh up to 50 lb., stoop, bend and stretch to assemble/disassemble marketing displays.
• Ability to sit for long periods using a PC and telephone.

Other :

• Proven analytical skills, preferably demonstrated through analyzing market segments and determining actionable insights
• Ability to plan and execute campaigns and initiatives that support department and corporate goals
• Outstanding written and oral communication and customer service skills.
• Proficiency with email and Microsoft Office products, including Word, Excel, PowerPoint, and MapPoint
• Graphic design experience using Adobe Photoshop, Illustrator and InDesign is a plus
• Strong project management skills
• Ability to successfully multi-task and work well in a fast paced, team environment
• Willingness to work occasional evenings, weekends and travel overnight as needed

This job description is not intended to be all-inclusive. Your supervisor may request and assign you similar duties. Any major modification of this job role requires Human Resources approval.

Gregory Poole Equipment Company is an Equal Opportunity/Affirmative Action employer and will consider all qualified applicants for employment without regard to race, color, religion, gender, sexual orientation, gender identity, national origin, age, protected veteran status, or disability status.