Komatsu is an indispensable partner to the construction, mining, industrial and forestry industries that maximizes value for customers through innovative solutions. With a full line of products supported by our advanced IoT technologies, regional distribution channels and a global service network, we help customers safely and sustainably optimize their operations. Our Komatsu, P&H, Joy, Montabert, Modular Mining Systems, Hensley Industries, NTC and Gigaphoton equipment and services are used to extract fundamental minerals and develop modern infrastructure.
A Marketing Manager at Komatsu is a proven leader, exceptional at identifying marketing and communications opportunities for the business, establishing a vision, and setting goals to reach and resonate with end customer targets. Their primary focus is to drive measurable growth in engagement and revenue through strategic marketing; assiduous brand stewardship, and constant nurturing and development of stakeholder relationships.
Develop and lead marketing communications strategies for Komatsu's offerings, by connecting our customers' needs to the value provided by our products, services and solutions. This role requires both internal engagement across departments and subsidiaries, as well as external customer engagement.
Through marketing, communications, and branding initiatives, drive Construction solutions to market, collaborating with multiple Komatsu Constructions cross-functional teams (i.e.: KMC, KLTD, KAC, KGM, MMS, Mineware, major distributors, and CoE's such as Data Analytics, CI, etc.) to understand their capabilities, products and services and develop competitive messages to present these solutions as a value-add to our customers.
In partnership with the Director develop personas for target audience segments and product groups. Map the customer journey and acquire necessary intelligence about customer behaviors and preferences through interviews, VOC, and supplemental research.
Strategize and collaborate with Marketing and Communication peers to feed the content and channel strategies, as well as the marketing automation program which communicates directly with customers in a personalized way.
Develop key messages based on defined communication priorities, ensuring marketing activities are prioritized according to business and customer need.
Facilitate collaborative workshops with stakeholders to gain consensus on strategic foundations for marketing activities, including goals/KPIs, audience personas, value proposition, and key messages.
Drive marketing strategies for key initiatives of Komatsu Construction's offerings (Construction, Key Markets, Quarry, etc.). Lead the development of key messages and communication plans for products and services and events and trade shows.
Key Job Responsibilities
Work closely with the sales and product teams to participate in Voice of Customer (VOC) activities and understand their business strategy for achieving long and short terms business goals through marketing strategies.
Develop marketing strategies and plans to meet the needs of target audience(s) and product groups/stakeholders; outline creative requirements via creative briefs to inform concepting and content development activities.
Work with the content team, digital team, and project manager(s) to develop and execute content and editorial plans in relevant channels, to reach and resonate with target audience(s).
Oversee and provide guidance to inform work priorities for the project managers to execute with resource team(s).
Attend conferences and seminars, industry and marketing-related trade shows, and schedule meetings and interviews with internal stakeholders to validate and constantly improve marketing activities and messages.
Develop and maintain sales enablement tools and training materials for Komatsu dealers and distributors, ensuring branded materials are up-to-date and aligned with overarching strategy.
Lead intake meetings and strategic workshops to confirm goals and KPIs, value propositions and USPs, target audience personas (jobs, needs, pains, and gains), tactics and channels for distribution, and measurement plans for ongoing optimization.
Pro-actively keep in touch, schedule check-in meetings and join business meetings with products and sales teams to support their business strategies from a marketing perspective.
Partner and collaborate with peers on the Marketing Communications team to execute pilot programs for continuous learning and ongoing optimization.
Develop necessary documentation (i.e. strategy briefs, creative briefs, discussion guides, presentations, marketing plans, etc.) to communicate marketing goals, challenges, and/or plans.
Together with Digital Strategist and Director, determine how to measure and track ROI, refining strategy based on findings.
Provide support to teammates and peers to ensure effective and timely completion of deliverables.
Bachelor's degree in Business Administration, Marketing, Communications, Advertising, Journalism and Mass Communications required. Master's degree in Business Administration, Marketing or Communications preferred.
5+ years applicable experience focused on marketing, communications, product management, sales or solutions
Exceptional writing ability, especially a propensity to translate technical content and product info into useful materials for non-technical audiences
Displays knowledge in relation to the product or service being marketed to the public (or demonstrates capabilities of learning quickly).
Ability to take complex ideas and translate them into communications that can be easily understood by audiences at all levels.
Ability to manage people and motivate a team to achieve goals.
Understands customer engagement strategy development and how consumers respond to various forms of media and engagements.
Possesses strong communication, relationship building, and negotiation skills. Experience working with personnel in leadership roles (internal and external to the organization).
Ability to work in a fast-paced, short deadline environment and adapt to change; Can meet demands and timelines without sacrificing quality; works well under stress.
Must have the ability to effectively influence, mentor, and educate both internal and external stakeholders in a variety of cultures
Engaging personality, with a passion to help create and promote the solutions of the future of our business.
We are an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status.
Komatsu America Corp