Senior Marketing Communication Manager

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Job Overview

Lead the global UGSR marketing strategy—defining market priorities, governing regional execution, and driving demand creation and product commercialization in alignment with Komatsu’s business objectives. This role owns value messaging, market readiness, and budget governance while integrating insights across Sales, Business Development, Product Management, and Product Support to ensure unified and impactful global marketing execution.

Key Job Responsibilities

1. Own the global UGSR marketing strategy, derived from UGSR and Crushing business strategy; define market priorities.
2. Set UGSR marketing priorities and govern regional execution in alignment with global marketing standards; own the ‘what and why’ and coordinate the ‘how’ through regions and other Komatsu entities.
3. Initiate and lead demand creation and product commercialization initiatives, integrating inputs from Sales, Business Development, Product Management and Product Support, and owning the resulting launch framework, messaging, and market readiness.
4. Develop and enable clear value, application, and lifecycle messages that teams can confidently use across direct, dealer, internal and external customer engagements.
5. Develop and Govern the UGSR marketing budget by consolidating inputs from key stakeholders (including Business Development, Sales, Product Management, and Product Support), allocating spending to priority initiatives, and rebalancing investments based on performance and business needs.

Predominant Tasks

 

1. Decide which trade shows to invest in and why, aligned to demand creation priorities; set clear objectives; ensure execution and measure results.
2. Collaborate with Sales, Business Development, Product Management, and Product Support teams.
3. Provides professional advice to improve the advertising content generation processes and improve the overall quality of the content output.
4. Define objectives and content for sales and customer events and training; coordinate execution with regions and marcomm.
5. Define messaging and positioning standards; partner with marcomm for creative development; approve and evaluate campaign performance.
6. Brand ambassador role for business unit to ensure all branding related content follows the global standards (BIS) and appropriate strategies.
7. Provide brand identity standards (BIS) training and control processes to ensure compliance.
8. Pass down important announcements received from globally marcomm to ensure correct messages are delivered to everyone.
9. Provides ongoing internal and external communications in support of business unit needs.
10. Lead market-facing commercialization readiness for new product launches, including positioning, application narratives, selling enablement tools, and regional adoption of the launch framework, in coordination with global marcomm.
11. Establish and run a repeatable launch process that ensures products are consistently and effectively introduced to the market, beyond one-off promotions.
12. Set strategic priorities and standards for content, proof points, and market enablement assets that support demand creation, commercialization, and application validation
13. Govern the content operating model, including asset types, quality standards, approval processes, and alignment with global marketing and brand requirements
14. Direct investment and focus toward high-impact application proof, reference sites, and customer evidence aligned to business priorities and launch plans
15. Ensure consistent and effective use of content and proof-point assets across regions, sales channels, and dealers to enable clear internal alignment and strong external market engagement.
16. Design and manage structured mechanisms to aggregate and synthesize market insights from Sales, Business Development, Product Management, Product Support, and external data; translate insights into themes and implications to inform strategic focus and prioritization.
17. Own the marketing strategy for the business unit, translating business strategy into clear market priorities, focus areas, and growth priorities.
18. Set marketing priorities and govern execution across regions and channels, actively coordinating with global and regional Komatsu marketing entities to ensure alignment with standards and effective use of capacity.
19. Enable hybrid selling (direct / dealer) by ensuring value propositions, application narratives, and tools are adopted and used by commercial teams.
20. Ensure lifecycle value (parts, service, rebuilds, support) is integrated into marketing narratives and commercialization efforts.
21. Own and allocate the marketing budget as an investment lever, making trade-offs, r