Scott Marshall Email & Phone Number

Irving, Texas, Us

Leads 3 teams within the Cat Digital Division - Enterprise Marketing Content Supply Chain, Site Engagement and Digital Retail Shopping Experience. Teams are comprised of leaders and senior-level product owners, program managers, strategists and business analysts who are responsible for managing over a dozen technology products and 60+ web experiences including our corporate website (cat.com), DAM, Product Information Management, Enterprise Search and a first-to-market retail-focused machine shopping experience.

Irving, Texas, Us

Led a team of marketing consultants focused on three key areas, in support of multiple regional marketing communication teams for Caterpillar's Building Construction Products Division:Owned the migration/re-imagination of marketing automation platform data, assets, campaigns and reporting (2020), strategy and activation of new marketing automation platform and tools to create a stronger, more personal connection with customers globally (2021 & beyond)Drove demand generation and lead generation strategy for multiple channels including owned, paid and social to enhance the cross-channel customer experience, learn about customer content preferences and increase lead conversion rates Created and promoted a data-driven marketing culture by deploying a global marketing analytics and testing strategy to provide actionable insights, optimization recommendations and effective campaign benchmarking/measurement

Irving, Texas, Us

Led the Regional Marketing team, responsible for developing and activating marketing and demand generation campaigns and CX tactics that drove awareness, leads and attributable machine unit sales through a network of 65 dealers across Europe, Middle East, Africa (EMEA) and EurasiaCreated and drove the regional marketing strategy, execution of creative and messaging to targeted customer personas and segments, NPI go-to-market workstreams, targeted programmatic media buys, SEM & SEO, content development and social media Built and leveraged strong relationships and partnerships among product groups, Cat Digital platform owners, sales teams, legal and compliance, dealer enablement teams and executive leadership in order to drive action across a highly-matrixed organization

Irving, Texas, Us

Managed strategy, execution, measurement and optimization of Caterpillar’s digital marketing and online lead generation program, as well as business onboarding to Oracle Eloqua marketing automation platform.Led "Marketing to Sales" data match program, which measures customers’ digital behavior on Caterpillar marketing channels, matches behavior data with 10+ enterprise data platforms and creates multi-channel attribution model to identify attributable sales, representing over $4B in topline revenue. Created enterprise email marketing strategy program utilizing marketing automation (Oracle Eloqua), including customer journey mapping, content strategy and optimization using A/B testing and multivariate testing.

Peoria, Il, Us

Peoria, Il, Us