Patten Industries

  • Marketing Manager

    Req No.
    Regular Full-Time
    Union or Non-Union
  • Overview



    The Marketing Manager leads a staff of marketing and advertising professionals in developing and carrying out marketing strategies and measuring program performance. Using deep understanding of the dealership’s strategic goals and analysis of customer and market data, the Marketing Manager develops marketing campaigns to generate leads, create product and brand awareness and build customer loyalty.


    The Marketing Manager works closely with other departments and leaders at the dealership to understand their product, service and solution offerings, ensuring that the dealership’s brand and vision are upheld and are represented positively.


    The ideal candidate is a strong communicator and relationship-builder, skilled in facilitating collaboration between dealership departments and with external parties.


    Strong project management and interpersonal skills are also critical, as the Marketing Manager guides their staff to complete projects on time and within budget.


    • Must have solid computer skills including Microsoft Office suite, marketing automation platforms, customer relationship management (CRM) systems, and tools for data analysis, marketing and design.
    • Must possess strong data analysis and visualization skills, including marketing database management.
    • Must demonstrate the ability to set and manage priorities for both individual and staff responsibilities and tasks.


    PRINCIPAL FUNCTIONS & RESPONSIBILITIES (including, but not limited to): 


    Strategic Marketing Planning


    Must demonstrate knowledge of a well-developed, highly effective marketing strategy based upon data as well as opinions and advice solicited from other managers and other marketing team members



    • Develop marketing plan including all major strategic business initiatives
    • Bring ideas to the table during strategic planning sessions
    • Set the strategy with the sales department
    • Take responsibility for defining the addressable market the dealership should cover
    • Serve as the primary liaison between Caterpillar marketing teams and dealerships


    Sales & Marketing Integration


    Must demonstrate highly proficient knowledge of leadership strategies pertaining to inside sales teams supporting marketing objectives.  Must be experienced with management strategies needed to manage an outbound telephone lead generation effort and lead management process via CRM system.



    • Generate leads for Inside Sales Reps (ISRs)
    • Provide marketing collateral for ISRs
    • Manage customer sizes and accounts for ISRs
    • Deploy an outbound telephone-selling sales team via 3rd party vendor



    Mange Data Analytics    


    Possess insight into the skills of a highly proficient data analyst and can properly utilize analyst toward providing advanced data services



    • Promote a culture of data-driven decision making
    • Deploy data analyst to provide advance data services
    • Use Opportunity Lead Generation Analyzer (OLGA) to determine and disseminate information on sales leads
    • Use data to develop and drive a marketing plan
    • Establish a marketing KPI dashboard
    • Analyze difference in geographical market share and develop a strategy to address it
    • Identify customers doing business with competitors for the sales group
    • Meet with Sales on a regular basis to review sales strategies
    • Champion “data cleanliness” and continual updating of data


    Manage Digital Marketing Channels


    Manages the process of leveraging electronic media to promote products and services, while providing a consistent experience across electronic devices in order to attract, engage, and convert online prospects into customers. Forms of electronic media would include (but are not limited to): content marketing, influencer marketing, Search Engine Optimization (SEO), social media, Google PPC and Remarketing advertising.



    • Segment the customer database for marketing efforts
    • Create targeted lists
    • Manage outside vendor to create the dealership website, SEO and PPC strategy
    • Use email as part of a larger, integrated marketing strategy
    • Create and execute digital marketing tactics
    • Use marketing automation techniques to improve customer response
    • Design new marketing automation systems to ensure the dealership captures, evaluates, and executes proper lead management


    Manage Traditional Marketing Channels

    Manages the process to deliver “push” marketing content to current and prospective customers through media, including (but not limited to): in-person events, direct mail, print advertisements, newsletters, billboards, television and digital commercials, flyers, newspaper print ads and radio.



    • Arrange and conduct customer-facing and employee events
    • Write press releases for public relations
    • Purchase media (radio, billboards, television / digital commercials) with 3rd party vendor
    • Design effective integrated marketing campaigns
    • Manage, execute and measure the initiative produced through traditional marketing channels


    Manage the Customer Experience


    Must possess detailed insight into the level of satisfaction with all customers of the dealership, and can both apply and tailor improvements to every unique customer



    • Manage corporate transactional survey program with 3rd party vendor
    • Recommend changes to the customer experience based on survey results
    • Design strategies to improve customer experience based on customer satisfaction indicators


    Manage Vendor Relationships


    Must be able to decide whether to engage or enable third party organizations to control costs and mitigate risks. Optimally develops, manages and controls vendor contracts, relationships and performance for the efficient delivery of contracted marketing services to meet business objectives and ensure proper lead funnel and customer experience management.



    • Work with vendors to perform creation of Key Performance Indicator (KPI) dashboards associated with services (e.g., Sales and Marketing CRM dashboard)
    • Retain vendors to provide advanced or customized services (e.g., outbound contact center lead generation activities, graphics design, web development, PPC advertisement)




    Must demonstrate excellent verbal and written communication skills with customers and peers.



    • Generate complex proposals and opportunity generation materials
    • Conduct large group presentations and/or meetings
    • Balance phone calls, emails, and interruptions effectively



    Direct and oversee the activities of the Marketing team and reception.



    • Bachelor’s or Master’s degree in Marketing or related business study is required.
    • At least five years of progressive experience in managing marketing or sales functions and departments, with three or more years in a marketing leadership position is required.
    • An equivalent combination of education and experience is acceptable.

    Equal Opportunity Employer M/F/Disabled/Vets



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