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Marketing Manager

2 months ago

Milwaukee, Wisconsin, United States Komatsu Full time

Komatsu is an indispensable partner to the construction, mining, forestry, forklift, and industrial machinery markets, maximizing value for customers through innovative solutions. With a diverse line of products supported by our advanced IoT technologies, regional distribution channels, and a global service network, we tap into the power of data and technology to enhance safety and productivity while optimizing performance. Komatsu supports a myriad of markets, including housing, infrastructure, water, pipeline, minerals, automobile, aerospace, electronics and medical, through its many brands and subsidiaries, including TimberPro, Joy, P&H, Montabert, Modular Mining Systems, Hensley Industries, NTC, and Gigaphoton.

Job Overview

The Marketing Manager supporting Komatsu's Construction business is responsible for partnering with key stakeholders (OEM, wholly owned and independent dealers) to develop marketing strategies and campaign plans that that move organizational goals forward. This individual can see the big picture and grasp nuances around our construction products, parts, services, and technology brands and channels; to effectively position offerings in a way that resonates with customers and empowers sales teams to be successful.

Key Job Responsibilities
  • Collaborate with Komatsu cross-functional teams to understand their capabilities, products, services, processes, challenges, and needs, to inform and execute marketing communications activities that grow market share in North America.
  • Support new launches and introductions/updates to market, overseeing the strategic roll-out every step of the process from internal/employees, through dealer channels and finally to our customer audiences. Develop the go-to-market strategy and deliverables to be created for each specific launch, ensuring it's innovative, differentiated, and properly measured so business objectives are achieved.
  • Build and nurture a strong relationship between the MarComm department, product teams and sales teams. Host, schedule, and facilitate regular meetings and workshops to ensure consistent alignment on priority projects and objectives throughout the fiscal year.
  • Lead the creation of compelling, brand-aligned content, ensuring construction stories and narratives accurately reflect Komatsu's values and commitment to SLQDC. Engage with product, dealer, and creative teams to coordinate photo and video shoots, so asset libraries are maintained with fresh visuals. Provide direct input to content team to shape content types and topics across owned, earned and paid channels (social media, web, media and trade pubs, events, blog, eCommerce, and more)
  • Develop and manage omni-channel campaigns that reach and engage with customer and dealer audiences in a personalized and measurable way, to drive business goals forward. Leverage journey maps to structure email marketing and automation for nurturing campaigns, and tailor content plans and cadence for touchpoints to align to personas' preferences and behaviors.
  • Position Komatsu products, attachments, technologies, and maintenance contracts together, as holistic solutions' packages, built to address customers' challenges and needs. Develop value messaging, content, and channel strategies that cross-promote offerings and present relevant information at the right time, in the right way.
  • Maintain a strong understanding of the competitive landscape for construction, and work with the sales teams to participate in Voice of Customer (VOC) activities. Conduct market research and leverage insights gleaned to inform marketing strategies and campaign plans. Create feedback loop so continuous improvement is consistently prioritized.
  • Manage marketing and communications aspects of Komatsu parts programs that aim to incentivize dealer sales personnel to support and drive parts counter sales and machine inspections.
  • Support the successful execution of North America tradeshows and events, including co-developing the experience strategy in a way that aligns to business goals, coordinating equipment decisions, booth layout and logistics, show communications, lead gen strategy, and rounds of content revisions.
Qualifications/Requirements
  • Bachelor's degree in Business, Marketing, Communications, Business, or Journalism
  • 7+ years applicable experience focused on marketing, communications, sales, or business
  • Excellent writing ability, especially a propensity to translate technical content into useful materials for non-technical audiences
  • Displays knowledge in relation to the product or service being marketed to the public, or demonstrates capabilities of learning quickly about it.
  • Ability to take complex ideas and translate them into communications that can be easily understood by audiences at all levels.
  • Ability to clearly provide direction to creative and content teams, and motivate others to achieve goals.
  • Understands customer engagement strategy development and how consumers respond to various forms of media and engagements.
  • Possesses strong communication, relationship building, and negotiation skills. Experience working with personnel in leadership roles (internal and external to the organization).
  • Ability to work in a fast-paced, short deadline environment and adapt to change; Can meet demands and timelines without sacrificing quality; works well under stress.
  • Must have the ability to effectively influence, educate and partner with both internal and external stakeholders in a variety of cultures.
Additional Information

Komatsu is an Equal Opportunity Workplace and an Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.