Marketing Technology & Data Consultant - Marketing Data Integration & Adoption

Career Area: Marketing

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.

The Marketing Data Integration & Adoption Consultant operates within the Digital Product Management team to drive the operationalization of Google Analytics and digital behavior and marketing data across the enterprise marketing ecosystem. This role is primarily focused on the orchestration required to integrate behavioral data with marketing platforms, ensuring GA4 functions as a engine for audience creation, journey analysis, insights creation and cross-channel personalization.

By sitting at the intersection of product strategy and marketing execution, this position ensures that data is seamlessly connected to activation tools to improve customer experiences and operational efficiency.

The role focuses on the "last mile" of data utilization. While the engineering teams handle backend, this position manages the deployment coordination, integration health, and the communication strategies necessary for business adoption. Success is defined by the seamless flow of data between GA4 and the broader Mar Tech stack, and the ability to translate those technical milestones into clear, value-driven success stories for marketing stakeholders.

• Omnichannel Data Orchestration: Coordinate the flow of GA4 data into the broader marketing ecosystem, including audience synchronization, automated journey triggering, and enriching behavioral analysis tools and customer feedback platforms.
• Integration Coordination: Lead the deployment of GA4 integrations with enterprise platforms, ensuring data is mapped correctly to support high-value marketing activities like real-time personalization and cross-channel attribution.
• Change Management & Adoption: Create training materials, playbooks, and integration guides that help marketing teams move from legacy to modern, integrated workflows.
• Stakeholder Communications: Act as the "Voice of the Product" by providing transparent updates on integration progress and sharing "success stories" that demonstrate the business value of synchronized data.
• Data Governance & Quality: Work with the data quality team to enforce data standards and coordinate to ensure all integrations follow established governance and quality requirements.
• UAT & Business Validation: Manage the User Acceptance Testing (UAT) process to verify that integrations are accurate, actionable, and ready for marketing use before launch.
• Education: Conduct high-level training and presentations to educate partners on the strategic advantage of Google Analytics data, creating a culture of data-driven decision-making.

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

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.
Relationship Management: Knowledge of relationship management techniques; ability to establish and maintain healthy working relationships with clients, vendors, and…