Marketing Operations Manager

Job description

Position Summary

The Manager – Marketing Operations plays a pivotal leadership role for Corporate Marketing, focusing primarily on two key areas: marketing technology and marketing performance. Acting as a strategic partner to business divisions, they offer invaluable insights, performance analysis, and consultative guidance to optimize digital marketing budgets and activities. This includes overseeing the entire digital marketing technology stack, encompassing email marketing, mobile marketing, automation, paid and organic social media, digital customer portals, CRM, and corporate websites, among others.

Central to this role is effective communication and the ability to inspire excitement while driving organizational change. The Manager – Marketing Operations leads a dynamic team of internal and external experts, including marketing operations professionals, marketing technologists, CRM administrators, and our external marketing agency. Together, they serve as the control center for corporate marketing, leveraging technology solutions and strategic insights to enhance revenue generation at both the enterprise and divisional levels.

This multifaceted role demands not only a comprehensive understanding of the digital marketing strategy but also proactive engagement with the business to deliver regular performance analysis and actionable recommendations. The Manager – Marketing Operations is thus integral to aligning technology with strategic objectives and driving continuous improvement across the organization. This leader must be very comfortable with public speaking and possess a high level of interpersonal communication skills.

Position Duties/Responsibilities
• Collaborate with business leaders and marketers to develop and execute digital marketing strategies aligned with MFC’s goals, overseeing the entire digital marketing technology stack, and leading a team focused on optimizing performance and driving revenue.
• Manage the design, development, and content creation processes for MFC websites and web functionality, ensuring corporate branding and standards.
• Lead or consult in the planning, development, and execution of initiatives across digital customer touchpoints offered by MFC or business partners on MFC’s behalf. This includes websites, e-commerce sites, mobile applications, portals, email campaigns, search (organic and paid), digital advertising, social media, etc.
• Collaborate with key business partners (e.g., Caterpillar) and evaluate partner digital strategies, ensuring alignment with MFC’s goals when mutually beneficial.
• Identify conversion rate optimization (CRO) opportunities and lead the test ideation process to increase lead to customer conversion rates and marketing efficiencies.
• Serve as the digital marketing liaison to bolster the Brand and Campaigns strategy, aligning seamlessly with the overarching Customer Experience strategy as the trifecta of corporate marketing.
• Implement standardized UTM parameters, educate the marketing team, and centralize tracking processes to ensure consistent and accurate campaign performance measurement across all channels. Ensure regular monitoring, training, and integration with analytics platforms facilitate ongoing optimization and effectiveness.
• Serve as champion of digital initiatives as a critical part of the overall customer experience, driving organizational awareness and adoption of new technologies and concepts.
• Manage external vendors and contracts related to digital marketing (e.g., WebFX).
• Review all MFC digital projects periodically to ensure alignment with MFC standards for quality, performance, tracking of results, and overall value.
• Promote the use of digital channels cross-functionally.
• Collaborate with IT staff regarding internal data needs and integrations.
• Consistently deliver comprehensive marketing performance metrics for both enterprise-wide and divisional levels.
• Collaborate with divisional marketers to define metrics and KPIs, regularly and consistently providing reports and analysis communicating performance and results of digital marketing solutions.
• Facilitate end-to-end conversion testing and targeting processes, supporting divisional marketing teams.
• Facilitate the integration of web services and APIs from Caterpillar and other business partners with the MFC digital environment, ensuring divisional alignment.
• Serve as digital marketing consultant to divisional marketers and leaders, providing ongoing optimization and strategic marketing recommendations.
• Collaborate with the marketing leadership team to align marketing operations with overall business and marketing strategies.
• Design, implement, and refine marketing processes and workflows to improve efficiency, collaboration, and campaign execution.
• Evaluate, implement, and manage marketing technologies to support data-driven decision-making, lead management, and campaign measurement. This includes both corporate and divisional needs.
• Ensure smooth execution of marketing campaigns, from a technical and operational standpoint, by coordinating cross-functional teams, managing timelines, and overseeing resource allocation.
• Provide ongoing training and support to all marketing teams on new technologies, processes, and best practices.
• Facilitate the adoption of new processes, tools, and technologies within the marketing team, ensuring smooth transitions and minimal disruption, benefiting both corporate and divisional marketing.
• Take ownership of the entire roadmap lifecycle, from inception and milestone tracking to deployment, ensuring alignment of marketing initiatives with revenue generation. Maintain a laser focus on ROI, with an emphasis on both influenced and sourced revenue.

Supervisory Responsibilities:
• This role will directly manage employees and will require regular travel to Indiana and Michigan offices.

Position Requirements

Required:
• Bachelor’s degree in Marketing, Business, or a related field.
• 7+ years of experience in marketing, with a strong background in digital marketing, operations, and emerging channels.
• 4+ years of experience leading people and strategy.
• Proven experience in developing and executing digital marketing strategies that drive revenue and growth.
• Exceptional communication skills, both written and verbal, with a customer-centric approach.
• Strong analytical skills with the ability to interpret customer data and insights.
• Proficiency in marketing software and analytics tools.
• Proven experience navigating complex, enterprise-level organizations with multiple business lines with a matrix structure.
• Profound comprehension of marketing operations and the role within the broader marketing ecosystem.

Preferred:
• Master’s degree in Marketing, Business, or a related field.
• 10+ years of experience in Marketing, with a strong background in digital marketing, operations, and emerging channels.

Knowledge, Skills, And Abilities

The requirements listed below are representative of the knowledge, skills, and/or abilities required to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions
• Ability to collaborate effectively with divisional marketing teams and adapt to the unique needs of each division.
• Superior verbal, written, and communication skills.
• Creative thinker and problem solver.
• Incredible attention to detail.
• Flexibility; ability to multi-task, manage multiple projects, deadlines, and stakeholder relationships and allow for adjusting priorities and interruptions.
• Ability to lead and manage projects with both short and long-term goals.
• Self-starter; ability to work independently with limited direction.
• Ability to thrive in a complex environment.
• Professional demeanor with both internal and external contacts including personal appearance and friendly, courteous treatment of peers, and people at all levels inside and outside the organization.
• Proficient computer and data entry skills with Microsoft Office (Outlook, Word, Excel, and PowerPoint), and the ability to learn MacAllister/Michigan Cat systems.
• Ability to build and maintain effective customer and professional relationships through strong interpersonal skills with emphasis on relationship-building and consistent demonstration of solid professional judgment.
• Ability to respond to and handle confidential business and personal information/documents.

Other Requirements of Position
• Works under general supervision. Employee acts independently to handle standard problems but usually report on such problems. More unusual problems are referred to a supervisor/manager.
• Major responsibilities typically require a modest amount of creativity and latitude. Employee typically operates under general instructions with some established procedures and policies.
• If an error is made while in this position, it will require some effort to identify the error and can moderately impact the company financially.
• Frequently communicates with management, coworkers, and vendors.
• Maintains equipment and supplies to avoid waste, damage to areas and equipment, and to prevent accidents.