Manager - Marketing Operations

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, an