Vice President of Marketing
Salt Lake City, UT
Job Type
Full-time
Description
Job Purpose
The Vice President of Marketing is a strategic and operational leader responsible for defining and executing a comprehensive marketing vision that drives growth across all business lines-equipment sales, rentals, aftermarket service, and parts-with a focus on industry-specific growth in the construction, mining, and energy markets. Serving as a key member of the senior leadership team, the VP of Marketing will lead the development and execution of the company's brand, demand generation, customer engagement, and digital strategy - looking to fuel revenue growth, enhance the customer experience, and strengthen the company's leadership position.
This role plays a critical part in positioning the company as the premier brand in the heavy equipment dealership space, enhancing the customer journey across its lifecycle, and driving digital, field, and partner-integrated marketing efforts. The VP will work closely with executive leadership, Caterpillar, Inc., sales channel leaders to ensure brand alignment, lead generation, customer retention, and market share expansion.
Duties and Responsibilities
Strategic Marketing Leadership:
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.
Rental and Aftermarket Marketing:
Design and execute targeted campaigns that 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.
Use parts and service data to develop marketing programs that anticipate customer needs by vertical and machine @type.
Partner with rental and service teams to support up-time marketing, parts availability messaging, and value-based service positioning.
Vertical Market Strategy:
Develop and execute segment-specific messaging that speaks to the priorities of customers in:
Construction: Project timelines, equipment availability, job site service, rental flexibility
Mining: Fleet durability, production uptime, asset tracking, and safety support
Power Generation: Reliability, rapid response, remote service, load support, and emissions compliance
Partner with sales and product managers to tailor content, events, and lead generation for each vertical.
Track performance and growth within each segment; adjust marketing plans accordingly.
Caterpillar, Inc. Collaboration:
Ensure brand alignment with CAT marketing guidelines while highlighting dealership value differentiation.
Co-create marketing programs with CAT partners to support new product launches, promotions, and dealer growth initiatives.
Coordinate joint events, training sessions, and customer engagement activities with CAT and other suppliers.
Leverage CAT-provided content, telematics data, and market insights to localize campaigns for specific customer needs and territories.
Represent the dealership in CAT advisory groups, pilot programs, and national marketing forums.
Digital Marketing & Demand Generation:
Lead digital transformation of the customer journey-optimize website, e-commerce, CRM, and marketing automation tools.
Develop inbound and outbound campaigns that generate qualified leads for sales, rentals, service, and parts.
Driving growth through SEO/SEM, social media, video content, email marketing, and retargeting.
Implement automated customer journeys tied to lifecycle events (e.g., rental return, service intervals, warranty expiration).
Measure performance with clear KPIs via dashboards, providing real-time reporting on key metrics such as CAC, MQL-to-opportunity conversion, lead quality, conversion rates, rental booking, service retention, and campaign ROI.
Field Marketing & Regional Execution:
Build and manage regional and branch-level marketing playbooks tailored to local market conditions and sales goals.
Support trade shows, demo days, open houses, jobsite visits, and customer appreciation events.
Collaborate with territory managers and rental reps to execute grassroots marketing strategies and track local impact.
Utilize Voice of Customer (VOC) insights, Net Promoter Score (NPS), and customer success metrics to inform messaging and content.
Equip field reps with marketing toolkits tailored by vertical and customer segment.
Brand & Communications:
Act as brand guardian for all communications-ensuring consistency in tone, look, and messaging across all platforms.
Manage internal and external communications, including press, employer branding, community relations, and issue/crisis management.
Oversee the creation of content (brochures, videos, playbooks, case studies) that supports sales, recruiting, and customer engagement.
Team Leadership & Budget Management:
Lead a cross-functional team of brand, digital, content, vertical, and field marketers.
Define team goals, structure, and development plans to support business growth.
Establish KPIs, dashboards, and accountability systems to ensure alignment and performance.
Manage the marketing budget, ensuring high ROI on campaigns and tools.
Oversee vendor and agency relationships, ensuring accountability and strategic fit.
Performs all other duties as assigned.
Qualifications
Education:
Bachelor's degree in Marketing, Business, Communications, or related field; MBA preferred.
Experience:
10+ years in marketing leadership, ideally within heavy equipment, energy, industrial services, or capital equipment industries.
Proven success in go-to-market strategy, demand generation, and digital marketing transformation.
Proven ability to lead high-performing teams and manage complex go-to-market programs.
Track record of measuring effectiveness and results of various marketing campaigns and making adjustments to improve outcomes.
History of spending regular time with customers and sales leaders to learn first-hand why key sales opportunities are won or lost.
Strong experience in digital marketing, CRM (e.g., Salesforce), and marketing automation platforms (e.g., HubSpot, Marketo).
History of successful OEM partnerships and co-branded campaigns.
Skills and Competencies:
Strong leadership and people management skills, with the ability to inspire and motivate a diverse team.
Excellent strategic thinking and problem-solving abilities.
Exceptional communication, project management, and cross-functional leadership skills.
In-depth knowledge of current and emerging technologies and industry best practices.
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Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities. The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c).
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c)
