Senior Digital Product Owner - Lead & Analytics

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.

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 the Digital Product Owner for Leads & Analytics within the Rental and Used team at Caterpillar, you will own the strategy, roadmap, and execution of lead management and analytics capabilities across digital platforms such as rent.cat.com and related dealer experiences.

You will lead initiatives that enable end-to-end lead capture, tracking, attribution, and conversion optimization, ensuring actionable insights for both Caterpillar and dealer partners. Working closely with engineering, marketing, analytics, and CRM teams, you will ensure alignment with business goals, data accuracy, and performance measurement standards.
 
What You Will Do:

Product Strategy & Roadmap

• Define and drive the product vision and roadmap for Leads & Analytics capabilities across Rental and Used digital platforms
• Align initiatives with enterprise digital strategy, marketing effectiveness, and data-driven decision-making goals
• Identify opportunities to improve lead generation, attribution accuracy, and conversion performance

Leads & Analytics Domain Ownership

• Own the end-to-end lead lifecycle, including lead capture, enrichment, routing, tracking, and attribution
• Ensure data accuracy, completeness, and consistency across all lead and analytics systems
• Partner with marketing and dealer teams to improve lead quality, follow-up effectiveness, and conversion outcomes

Rent.cat.com (Unified Platform)

• Own the end-to-end lead generation and analytics strategy across CRS 2.0 and rent.cat.com platforms, ensuring a seamless experience from customer engagement through dealer handoff

Design and optimize lead capture and funnel journeys, including:

• Equipment inquiries and “Get a Quote” flows
• Contact dealer and reservation-related CTAs
• Location-aware and proximity-based lead triggers

Define and implement end-to-end funnel measurement, covering:

• Traffic → engagement → product interaction (PLP/PDP) → lead → conversion

Ensure accurate routing and attribution by:

• Mapping leads to the appropriate dealer based on location, equipment type, and business rules
• Enabling visibility into source, campaign, and channel attribution

Standardize event tracking, tagging, and data layer frameworks across both platforms, including:

• Product browsing (PLP/PDP interactions)
• CTA engagement (quote, reserve, contact dealer)
• User identity states (anonymous vs logged-in)

Partner with marketing teams to enable end-to-end campaign attribution across:

• Paid, organic, and referral channels
• SEO and content-driven lead generation

Define and track unified KPIs across platforms, including:

• Total leads generated and conversion rates
• Traffic-to-lead conversion by channel
• Lead-to-opportunity conversion and downstream impact
• Form completion and abandonment rates
• Dealer engagement and response metrics

Drive conversion rate optimization (CRO) initiatives through:

• A/B testing of user flows, forms, and CTA placements
• Continuous optimization of lead funnels and user journeys

Enable deep user behavior insig