Global Brand Strategy Leader


About Caterpillar:

With 2021 sales and revenues of $51.0 billion, Caterpillar Inc. is the world’s leading manufacturer of construction and mining equipment, off-highway diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives.

For nearly 100 years, we’ve been helping customers build a better, more sustainable world and are committed and contributing to a reduced-carbon future. Our innovative products and services, backed by our global dealer network, provide exceptional value that helps customers succeed.

Caterpillar does business on every continent, principally operating through three primary segments – Construction Industries, Resource Industries and Energy & Transportation – and providing financing and related services through our Financial Products segment.

Position Details

Global Brand Strategy Leader
Chicago Illinois
Chicago or Deerfield, IL

The Global Brand Strategy Leader will develop and implement annual and long-term marketing objectives, strategies and tactics to deliver against agreed upon brand, business, and financial goals. Engage, inspire and galvanize the enterprise around the brand vision, position and strategies. Identify opportunities to drive both brand development and revenue/profit generation. Develop brand strategy, end-user segmentation, targeting and positioning of brand in the development of the brand’s architecture.

Key Tasks:

  • Lead a global team to drive critical end-user understanding and brand expansion on a worldwide basis. 
  • Define and articulate brand fundamentals (positioning, promise, voice, identity, persona, associations, equity, architecture). 
  • Develop and implement long term brand objectives and strategies to deliver against growth goals. 
  • Lead global advertising campaign development, execution, and measurement. 
  • Continuously monitor business and brand health metrics using internal and external data. 
  • Provide direction and author commercially aligned research briefs to enable a clear understanding of brand and end-user opportunities. 
  • Evolve brand guidelines as necessary and provide consulting on the standards and policies of creating names, logos and use of trademarks. 
  • Connect with finance to measure and analyze revenue impact and the profitability/ROI of marketing expenditures. 
  • Collaborate with product teams and business units to develop programs that generate incremental sales and increase share of mind versus competitive products. 
  • Partner with cross functional and dealer marketing teams to ensure strategies and tactical plans are executed for all geographies.
  • Maintain constant and concise communication with relevant enterprise groups in developing and evaluating the effectiveness of marketing-related programming.
  • Work with media planning agency in developing and evaluating all media plans and initiatives.
  • Collaborate with events team in the identification and development of brand messaging at all large key events.
  • Track trends and identify emerging growth opportunities. 
  • Grow trademark licensing revenue via expanded marketplace promotion/engagement and dedicated quality assurance programs. 
  • Establish and maintain program budgets.

Basic Qualifications:

  • Requires a Bachelor’s degree in marketing or related field. 
  • Minimum of 10+ years experience in brand management and/or marketing communications 
  • Well versed in brand fundamentals 
  • Previous experience managing a geographically dispersed team 
  • Experience leading cross-functional teams 
  • Strong influencing, project management, and problem-solving skills and flexibility required 
  • Ability to think strategically and execute with excellence 
  • Previous experience managing a geographically dispersed team 
  • Proficient and skilled developer of content in Microsoft applications: Word, Excel and PowerPoint

Top Candidates Will Also Have:

  • MBA preferred 
  • Team Leadership – capability to unleash the potential of people 
  • Executive Presence – consistent demonstration of managing upwards with confidence and clear leadership 
  • Initiative – able to act in a self-directed way 
  • Analytical Thinking – breaks down complex problems or tasks to detailed plans 
  • Conceptual Thinking – can apply concepts and principles to draw conclusions based on diverse information 
  • Relationship Building – experience and expertise in building collaborative relationships throughout the organization 
  • Flexibility – adapts easily to change and the ability to travel and work flexible hours when needed

Minimum travel will be required for this role both domestic and global

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