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Strategic marketing and marketing technology director with 15+ year track record of leading global digital marketing initiatives including $2B+ NPI launches, digital marketing technology transformation initiatives, and business/dealer enablement. Experience managing and allocating $30MM+ CapEx/OpEx annual budgets. Excels at setting the vision and delivering integrated, cross-channel marketing strategy, technology enablement roadmaps and activation across customer lifecycles. Empathetic leader (of both leaders and individual contributors) who maximizes and develops employee strengths with a reputation for creating a thriving work-life experience through engagement and empowerment. Relentless supporter and evangelist for world-class EX (employee experience) to ensure team members and co-workers achieve their personal and professional goals.Relationship-builder with strong emotional intelligence, experienced in influencing and inspiring executive sponsors and stakeholders to invest in digital marketing technology. Thrives in environments where using marketing technology to solution for customer and business problems is at the center of everything we do.
Caterpillar Inc.
View- Website:
- caterpillar.com
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Digital Marketing Enablement DirectorCaterpillar Inc. May 2022 - PresentIrving, Texas, UsLeads 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.
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Global Digital Marketing & Analytics Sr. ManagerCaterpillar Inc. May 2020 - May 2022Irving, Texas, UsLed 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
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Marketing Manager - Europe, Middle East, Africa And EurasiaCaterpillar Inc. Jul 2017 - Sep 2020Irving, Texas, UsLed 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
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Enterprise Digital Marketing StrategistCaterpillar Inc. Sep 2014 - Jul 2017Irving, Texas, UsManaged 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.
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Senior Digital StrategistSimantel Feb 2012 - Sep 2014Peoria, Il, Us -
Digital Marketing DirectorAdco Advertising Agency Jan 2009 - Feb 2012Peoria, Il, Us
Scott Marshall Skills
Scott Marshall Education Details
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University Of IowaMarketing And Communications
Frequently Asked Questions about Scott Marshall
What company does Scott Marshall work for?
Scott Marshall works for Caterpillar Inc.
What is Scott Marshall's role at the current company?
Scott Marshall's current role is Marketing Technology Enablement | Content Supply Chain Transformation | Machine Shopping Experience @ Caterpillar.
What is Scott Marshall's email address?
Scott Marshall's email address is sc****@****ncy.com
What is Scott Marshall's direct phone number?
Scott Marshall's direct phone number is +130967*****
What schools did Scott Marshall attend?
Scott Marshall attended University Of Iowa.
What skills is Scott Marshall known for?
Scott Marshall has skills like Digital Strategy, Interactive Marketing, Email Marketing, Integrated Marketing, Social Media Marketing, Digital Marketing, Online Advertising, Web Analytics, Sem, Google Analytics, Strategic Planning, Social Media.
Who are Scott Marshall's colleagues?
Scott Marshall's colleagues are Mahendran Cm, Michael J. Pollard, David Fellows, João Ayrão, Annika Svendsen, Ricardo Corongiu, Mba, Suemar Rodrigo Cunha.
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