Vice President, Marketing

Description

WHY 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: As a member of the Executive team, the Vice President of Marketing is accountable for driving the Western States go-to-market strategy and effectively promoting the Western States Equipment & Caterpillar brands while serving as a key leader within the Western States culture with responsibility to develop marketing campaigns and programs that support dealership strategic initiatives. This position, in collaboration with the leadership team, provides solutions that facilitates above average growth as measured by market share and top line dollars at Western States. This individual will influence the products, services and promotion strategies used within the business to accomplish this growth. The VP of Marketing is also responsible to develop a high-performing marketing team that collaborates effectively across business units. While this position is highly strategic in nature, it also requires a “roll up your sleeves” and get things done philosophy.

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.

Leadership

• Drives the vision for the marketing team and creates an efficient, organizational structure by providing leadership, inspiration and coaching.
• Leads the cross functional efforts to drive brand strategy, as well as educate and gain support across the organization for key brand initiatives.
• Identifies opportunities for Western States and leadership to be top of mind within the industry for thought leadership, corporate responsibility, and elevating the industry within the communities we serve.
• Provides thought leadership and perspective for adoption of emerging technology and media channels.
• Creates an analytical marketing and ecommerce environment, selecting effective data sources and services, ensuring data integrity, and building the appropriate skills within the team.

Strategic Planning and Execution

• Provides leadership for planning, launching and sustaining an integrated marketing strategy in support of the brand image, promotional events, digital presence, and other marketing initiatives which are critical to achieving sales targets and brand goals.
• Participates in sales planning, sales forecasting, and Caterpillar business plan development and is an integral part of the Western States’ strategic planning process.
• Gathers and analyzes client, competitor and other market information to continually identify opportunities, threats, and client purchasing trends and succinctly communicates them to relevant stakeholders within the organization.
• Maintains systems and department metrics to adequately measure, track and manage marketing effectiveness.
• Develops and continually refines the Customer Relationship Management (CRM) strategy and proactively works with business units to manage activities that will allow for effective use of our current and future CRM system.
• Develops effective marketing materials and tools with an emphasis on digital platforms that stays at the forefront of marketing and digital trends.
• Builds strong relationships with Caterpillar, all respective dealer counterparts and provides clear communication across the entire organization and with agency partners.
• Develops and maintains a productive and positive relationship with key suppliers.
• Promotes and manages all client care standards.
• Serves as a team member in support of Western States’ strategic programs, projects, and initiatives.
• Performs other duties as assigned.

Financial and Budgetary Responsibilities

• Responsible for developing and administering the marketing budget ensuring reasonable distribution of resources across the company.
• Provides leadership for fiscal management by effectively planning and managing the marketing program budget
• Ensures effective use of corporate assets (money, time and resources) through thoughtful planning, scheduling and execution of the business strategy.

SKILLS, KNOWLEDGE, AND ABILITIES:

• Complete knowledge of marketing and advertising as it relates to capital goods distribution.
• Outstanding leadership and people management skills with the ability to successfully build, motivate and challenge a high performing team.
• Ability to dive into challenges and work with team for resolution.
• Proven ability to develop strategic marketing initiatives that support company objectives.
• Proven skills in written and verbal communications, planning, organizing, leadership and interpersonal relationship building.
• Ability to communicate effectively and relate to all levels of employees.
• Ability to be a team player that motivates and educates other team members.
• Ability to set and manage priorities.
• Travel may be required up to 50%.

EDUCATION AND EXPERIENCE:

• Bachelor’s Degree in Marketing or related study required.
• Minimum of ten years of senior marketing leadership experience required.
• Minimum of five years’ experience in successfully creating, implementing, and leading a digital marketing strategy.
• Minimum of two years’ previous experience in a two-tier distribution model covering similar markets (i.e. construction, on highway truck, agriculture, mining, power generation preferred.)
• Valid Driver’s License and acceptable driving record required.
• Must be able to communicate (speak, read, comprehend, write in English).

PHYSICAL CHARACTERISTICS:

• Ability to stand for long periods of time along with walking, sitting, repetitive climbing stairs, reaching (including but not limited to above-shoulder reaching), repetitive bending, stooping, pushing, pulling, leaning and twisting.
• Ability to lift up to 30 lbs. in accordance with Western States’ Lifting Policy to include amount and approach.
• 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.

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)