Marketing Operations Manager

SUCCESS AT WESTERN STATES: Western State's culture is based on passion for our Vision, Mission, and VALUES. We are fiercely committed to SAFETY and sending every employee, safely home, every day. We strive for EXCELLENCE in all we do and are proud to be a "play to win" organization. We act with INTEGRITY in each and every decision we make. Our People and TEAMWORK drive a fun and engaging culture. We are ACCOUNTABLE as individuals and as an organization.

JOB SUMMARY: The Marketing Operations Manager is a highly motivated and innovative required to lead and develop teams in organizing cross-departmental marketing strategies. This role demands exceptional organizational capabilities, a profound understanding of both traditional and digital marketing tactics, and a demonstrated ability to drive cross-functional collaboration to achieve business objectives. Responsibilities include developing and tactically executing marketing strategies across multiple departments to proactively position the organization, generate awareness, drive sales leads, generate sales conversions, promoting growth while enhancing the customer experience and reinforcing the Western States/Cat brand.

ESSENTIAL FUNCTIONS:

Safety

• Actively cares, promotes, manages, and advocates safety at Western States. As a leader and team member in the organization, it is critical to ensure all employees, vendors, and clients have a safe work environment while adhering to all applicable safety policies, procedures, and standards.

• Maintains clean/clutter free work areas to ensure safe environment for all WSECO employees.

• Adhering to required personal protective equipment (PPE) as identified in safety policy.

Marketing Operations

• Serves as an active leader within the marketing department driving development and implementation of strategic and tactical plans that support specific objectives. This would include having a clear understanding of the business objective/desired end-result, and analyzing customer, competitor, and market information to help target and shape marketing programs.

• Collaborates with cross-functional teams to align marketing efforts with overall business objectives.

• Develops interdepartmental workflows and communication channels to ensure seamless execution of marketing campaigns.

• Conducts monthly Marketing Performance meetings for internal business-unit stakeholders.

• Plans, coordinates, and executes digital marketing campaigns across various channels (email, social media, web, etc.).

• Monitors campaign performance, analyzes data, and make data-driven adjustments to optimize results.

• Works closely with content creators and web developers to enhance website visibility in search engines.

• Implements SEO (Search Engine Optimization) best practices, conduct keyword research, and track rankings.

• Manages paid search campaigns (e.g., Google Ads) to drive targeted traffic and conversions.

• Optimizes ad spend, bid strategies, and ad copy for maximum ROI.

• Develops and execute social media strategies to increase brand awareness and engagement.

• Monitors social media metrics, analyze trends, and adjust tactics accordingly.

• Oversees website maintenance, user experience (UX), and performance.

• Collaborates with web developers to implement A/B tests, improve load times, and enhance conversion funnels.

• Manages lead flow from marketing sources through ERP, ensuring timely and efficient handoffs between marketing and sales teams.

• Coordinates with sales to align messaging, track leads, and optimize lead nurturing processes.

• Strategizes and execute marketing campaigns across multiple channels (email, social, events, etc.).

• Ensures consistent messaging and branding across all touchpoints.

• Implements and manages marketing automation tools to streamline processes (Microsoft Dynamics Customer Insights/Journeys preferred).

• Designs automated workflows for lead scoring, nurturing, segmentation, and personalized communication.

• Supports eCommerce team and platform as needed.

• Supervises direct report(s) and leads through ongoing coaching, mentoring, and developing strong skill sets.

• Writes and edits text for marketing programs (online/offline) to industry standards, Caterpillar standards, and Western States' guidelines.

• Monitors budgets by comparing estimated costs and analyzing actual results with plans and forecasts.

• Completes projects at the direction of the VP of Marketing or other designated manager within Western States.

• Safeguards the Cat and Western States brand identities as per established guidelines and expectations.

• Seeks educational opportunities in latest marketing products and trends to enhance knowledge and skill.

• Completes other duties as assigned.

SKILLS, KNOWLEDGE, AND ABILITIES:

• Demonstrated knowledge of marketing techniques and marketing data analytics.

• Excellent communication skills, both written and verbal. Ability to articulate well with a variety of people and departments.

• Ability to independently set and manage priorities as well as stay organized while managing multiple projects and deadlines.

• Strong project management skills.

• Capability to develop and maintain effective working relationships with others.

• Exceptional attention to detail and a strong design sensibility.

• Aptitude to work as a change agent and implement innovative solutions to related business problems.

• Extensive and proven copywriting and editing skills.

• WordPress or basic web development.

• Ability to travel overnight, as required.

• Consistent attendance.

EDUCATION AND EXPERIENCE:

• Bachelor's degree preferred (marketing, communications, journalism, or related field) or equivalent experience required.

• Minimum of five years in marketing experience required. Construction, Engineering, Manufacturing, Automotive industries

• Three years prior management experience required, with P&L responsibility preferred.

• Must be able to communicate (speak, read, comprehend, write in English).

PHYSICAL CHARACTERISTICS:

• Frequent walking, standing, driving, pushing, pulling, lifting, bending, climbing, twisting and leaning required.

• Must be able to lift a minimum of 30lbs.

• Must be able to meet all safety requirements for applicable safety policies.

Disclaimer: The above statements are intended to describe the general nature and level of work being performed by employees assigned to this classification. It is not intended be an exhaustive list of all responsibilities, duties, and skills required of employees in this classification.