Sr. Marketing Technology & Data Consultant - Marketing Data Product Owner (Marketing Attributes)

Career Area:

Technology, Digital and Data

Job Description:

Your Work Shapes the World at Caterpillar Inc.

When you join Caterpillar, you're joining a global team who cares not just about the work we do – but also about each other.  We are the makers, problem solvers, and future world builders who are creating stronger, more sustainable communities. We don't just talk about progress and innovation here – we make it happen, with our customers, where we work and live. Together, we are building a better world, so we can all enjoy living in it.

Your Work Shapes the World at Caterpillar Inc.

Cat Digital is the digital and technology arm of Caterpillar Inc., leveraging the latest technologies to build industry leading digital solutions for our customers and dealers. With over 1.5 million connected assets worldwide, our teams use data, technology, advanced analytics, telematics, and AI capabilities to help our customers build a better, more sustainable world.

Job Summary: 

As a Marketing Technology & Data Product Owner and Consultant, you are the visionary architect and innovation lead for the DBM (Digital Behavior & Marketing) Data Lake. You own the transformation of raw digital signals into a high-fidelity, intelligent data ecosystem. Your role is to push the boundaries of how we define, unify, and activate customer data, ensuring our "safe source of data" is not just a repository, but a competitive engine for the business.

In this role, you will be the primary strategist for our digital behavioral data, responsible for the "meaning," "movement," and "mastery" of customer attributes. While other parts of the team handle the collection of Google Analytics data and other digital marketing and behavioral data, this role owns the adoption for how that data is refined into a 360-degree customer view. Thought leadership and strategy in identity resolution, advanced attribute engineering, and data governance, ensures the marketing-ready data is accurate, compliant, and an actionable asset for the enterprise.

What You Will Do:

• Own the Product Vision: Lead the roadmap for a 360-degree customer view, acting as the primary consultant and evangelist to business partners and stakeholders to ensure the initiative is aligned with business needs and value.

• Architect the "Unified Visitor Record": Define the business rules for deduplication and identity resolution, owning the roadmap for engineering that links visitors to customer contacts across devices and platforms using deterministic and probabilistic matching.

• Establish Visitor Data Governance: Define the "master" sources for data entities and manage the Business Glossary and Data Catalog to ensure all unified data is standardized, documented, and easily discoverable.

• Drive Visitor Data Quality Innovation: Own the strategy for visitor data validation rules and enhancement systems to ensure the integrity of the digital visitor and related marketing consumer data.

• Mitigate Compliance Risk: Partner with legal and privacy teams to proactively enforce global policies (e.g., GDPR, CCPA), ensuring the DBM lake continues to build on its' foundation of "privacy-by-design."

• Innovate Attribute Engineering: Define and standardize the library of behavioral attributes and features required to provide personalization and high-precision target audience marketing.

• Advance Identity Intelligence: Partner with AI and data scientist teams to develop and refine matching and attribute creation models to improve profile accuracy and empower targeted and personalized marketing.

• Enable Action: Translate business pain points from Sales, Marketing, and Site/App Product Owners into technical requirements for consumable data sets and in turn enable dashboards and advanced analytics.

• Strategic Profile Enrichment: Manage the roadmap for integrating high-value third-party data (demographic, firmographic, and psychographic) to deepen the understanding of the customer journey.

Employees may also be responsible for performing other job duties occasionally as assigned.

What You Will Have:

Customer Focus: Knowledge of the values and practices that align customer needs and satisfaction as primary considerations in all business decisions and ability to leverage that information in creating customized customer solutions.
Creativity: Knowledge of the approaches, tools, and techniques for promoting creative, original thinking and ability to apply it to a variety of business situations.
Effective Communications: Understand