Vice President of Marketing

About the Role

Key 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 to 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.
• Develop and execute segment-specific messaging for construction, mining, and power markets, and track performance within each segment.
• Ensure brand alignment with Caterpillar marketing guidelines and co-create marketing programs with CAT partners.
• Lead digital transformation initiatives including website, e-commerce, CRM, and marketing automation tools.
• Develop inbound and outbound campaigns that generate qualified leads for sales, rentals, service, and parts.
• Build and manage regional and branch-level marketing playbooks tailored to local conditions.
• Support trade shows, demo days, open houses, and customer events.
• Act as brand guardian for all communications, ensuring consistency across platforms.
• Manage internal and external communications, including press, employer branding, and crisis management.
• Lead a cross-functional marketing team, define goals, and manage the marketing budget and vendor relationships.

Requirements

• Bachelor's degree in Marketing, Business, Communications, or related field; MBA preferred.
• 10+ years in marketing leadership within heavy equipment, energy, industrial services, or capital equipment industries.
• Proven success in go-to-market strategy, demand generation, and digital marketing transformation.
• Experience leading high-performing teams and managing complex programs.
• Strong experience with digital marketing, CRM platforms (e.g., Salesforce), and marketing automation tools (e.g., HubSpot, Marketo).
• Track record of measuring marketing effectiveness and adjusting strategies accordingly.
• Experience with OEM partnerships and co-branded campaigns.
• Strong leadership, strategic thinking, communication, and project management skills.
• Ability to inspire and motivate diverse teams and collaborate across functions.

Nice to Have

• Experience in heavy equipment, energy, or industrial sectors.
• Experience working with OEMs like Caterpillar.
• Knowledge of industry best practices and emerging technologies.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or related field.
• MBA preferred.

Benefits & Perks

• Not explicitly specified in the description.