Marketing Project Lead

Career Area:

Marketing

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.

Join the Cat Technology Marketing team as a Marketing Project Lead
, where you will support the development of a cohesive brand architecture and messaging strategy across Caterpillar’s diverse CI/RI Technology portfolio.

This role is responsible for strengthening technology brand equity by simplifying how technology solutions are positioned, named, and communicated — ensuring customers clearly understand what each solution does, how the technologies work together, and the value they deliver on the jobsite.

Sitting at the intersection of brand strategy, change management, and enterprise governance, this position will lead project initiatives to define the frameworks, standards, and implementation roadmap required to align internal stakeholders, dealers, and customers around a unified technology story.

This role will also support broad and targeted marketing strategies and customer adoption campaigns.

The Marketing Project Lead will drive strategic recommendations for how Caterpillar organizes, communicates, and scales technology solutions across the portfolio and executes to the recommendation.

The successful candidate will translate complex technology offerings into clear, customer-centric brand structures and messaging frameworks that improve technology awareness, adoption and retention. This role partners closely with product, sales, digital, and Core/Growth GTM teams to ensure consistent execution across customer touchpoints.

• Develop and maintain a cohesive technology brand architecture that clarifies solution positioning across the portfolio.

• Define customer-centric messaging frameworks that clearly communicate what each technology does, who it is for, and the outcomes it delivers.

• Drive strategic recommendations for technology naming conventions, solution grouping, and portfolio storytelling to improve customer understanding.

• Lead change management planning to support adoption of new brand structures across internal teams, dealers, and global regions.

• Establish brand governance models, decision rights, and approval workflows to ensure consistency and scalability.

• Partner with product, sales, digital, and regional marketing teams to guide implementation of brand standards across campaigns, tools, and platforms.

• Develop implementation roadmaps that translate brand strategy into executable deliverables across the enterprise.

• Ensure alignment between technology branding, go-to-market strategy, and long‑term technology growth objectives.

• Support general marketing initiatives such as trade shows, Mar Comm content development (websites, videos, sales grams) and ad hoc marketing projects.

• Strategic Thinking: Knowledge of the importance of “big picture” thinking and planning; ability to apply organizational acumen and competitiveness to identify and maintain focus on key success factors for the organization.

• 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: Understanding of effective communication concepts, tools and techniques; ability to effectively transmit, receive, and accurately interpret ideas, information, and needs through the application of appropriate communication behaviors.

• Influencing: Knowledge of effective influencing tactics and strategies; ability to impact decisions within and outside own organization.

• 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…