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Work Background
Caterpillar Inc.Senior Digital Marketing Strategist / CX, Influencer and Dealer Social
Jun. 2022As a member of our digital team, I led programs which improved awareness, engagement, and lead generation. This included serving as a strategic consultant for regional marketing teams and providing them with innovative and inspirational thought leadership content monthly to enlighten entire global team, cross-pollinate ideas and spark conversation. Social Center of Excellence
• Build first ever global influencer marketing strategy and processes to ensure consistency and efficiency across regions
• Develop and deliver first ever global dealer social content strategy which provides evergreen content that reduces their cost of production, ensures consistency, improves reach and engagement
• Manage Cat Ambassador and Cat Creator programs, which includes relationship management, content strategy and creation, contract approvals, internal stakeholder alignment
CX Strategy
• Led global research effort to understand customer and competitive environment
• Develop global marketing strategy which included brand identity, audience segmentation, creative and messaging strategy
• Developed strategic playbook which provided tactical guidance on how to activate strategy in region
• Trained as a Customer Journey Map Workshop Facilitator
• Identified and onboarded the right vendor and negotiated the contract
Email Marketing / Marketing Automation
• Led global email marketing strategy which includes 120K subscribers and delivers 2.7M emails annually
• Identified and implemented optimizations to email campaign journeys and content that cut costs by 24%
• Created new email campaigns based on regional needs, historical data, and customer research
Tradeshow - Digital Workstream Leader
• Lead digital workstream for CONEXPO 2023, the largest tradehow in the construction industry
• Responsible for building and updating website and live streaming on YouTube during the event
• Delivered over 225 M impressions, 5.5 M web and social views and led to a 35% share of voice
Caterpillar Inc.Paving Marketing Consultant / Social Media Lead
Sep. 2019 - Jun. 2022PeoriaResponsible for developing marketing strategy and managing execution for Cat Paving Products across North America, South America and EAME. This includes messaging, campaign management, media, social media, event/trade shows, etc - Tactics in 2021 produced 659 leads and 506 units sold
Social Media strategy and management for Cat Construction and Cat Paving properties across Facebook, Instagram and LinkedIn. Launched Cat Ambassadors in 2020 - Caterpillars first Influencer Program
- From July 2021 - July 2022 Cat Ambassador influencer program produced a 559% ROI
- Co-led strategy for ConExpo that generated over 3 M impressions and over 350,000 video views
Caterpillar Inc.Growth Segments Marketing Consultant / Social Media Lead
Jul. 2018 - Sep. 2019Peoria, IllinoisDeveloped and executed marketing plan for Industrial, Waste and Governmental industries and heavy equipment work tools, with a focus on lead generation.
• Tactics for 2018 produced 759 leads and 532 units sold
Social media strategy and management for Cat Construction properties
across Facebook, Instagram, LinkedIn and YouTube.
• Implemented a social strategy across 3 industry trade shows that generated almost 250,000 video views on Facebook
I was also be responsible for creating and delivering presentations and communications to various internal and external teams to understand the strategy in place.
SimantelCommunication Strategist
Apr. 2018 - Jul. 2018Worked alongside Caterpillar client on large scale campaign initiative for relaunching Cat.com
Built communication hub and content for internal stakeholders
Created weekly communications for project stakeholders
Liaison between Simantel and Caterpillar team for communication planning
SimantelBrand Manager
Jun. 2017 - Apr. 2018
Assist leadership in creating and implementing outreach and engagement strategies to acquire new business. Support the work of the Agency in building and executing those strategies created. Help increase awareness for Simantel’s knowledge, existing client work and current campaigns to specific targets. Research and collect intelligence on target companies. Create and manage a library of support materials for proposals and RFP submissions.
SimantelAccount Manager
Aug. 2015 - Apr. 2017Peoria, Illinois AreaAs an account manager at Simantel I have responsibility for managing and maintaining many client accounts, including Caterpillar Global Mining and Caterpillar Equipment Training Solutions. Being an Account Manager at Simantel requires me to develop and manage assigned client relationships and brand campaigns and allows me to develop industry specific knowledge.
Advanced Technology ServicesBrand Manager
Mar. 2013 - Aug. 2015Peoria, Illinois AreaCreate and execute a marketing communications plan for eFactory Services that includes quarterly emails, digital marketing and SEM.
Create and execute a marketing communications plan for eFactory Parts that includes quarterly emails, digital marketing and SEM.
Manage and coordinate live events that promote ATS and our services that have already generated over 150 leads for the sales team. Work with PR agency to generate press that will result in a tier 1 or tier 2 media placement each month.
Illinois State UniversityDepartment of Marketing Advisory Board Member
Oct. 2012 - Oct. 2015Bloomington/Normal, Illinois Area
State Farm InsuranceIntegrated Marketing Analyst
Oct. 2012 - Mar. 2013Bloomington/Normal, Illinois AreaDevelops and manages the marketing architecture for the State Farm brand connecting to business goals and targets.
Primary point of contact for product-centric, integrated marketing communications plans.
Lead integrated marketing communications teams in strategic planning and development of major marketing programs.
State Farm ®Sponsorship Coordinator
Oct. 2007 - Oct. 2012Assist in developing strategy for Young Adult and Hispanic markets with efforts across sports, entertainment and lifestyle platforms, with experience in music, soccer and NBA programming, with budgets totaling over $12 MM
Highlights:
Oversees development and execution of State Farm’s overall music strategy including but not limited too content acquisition, sponsorships, strategic partnerships, marketing plans, event execution and planning budgets
Lead contract negotiations for sponsorship deals for Live Nation (20 venues, digital assets, content, tours: No Doubt, Blink 182, festivals: Bamboozle, Download), Coachella, Bonnaroo, Lollapalooza, Bumbershoot
Manage creative ideation and execution with partner agencies for integrated promotional programs around sponsorships Responsible for bringing State Farm’s marketing strategy to life in the sponsorship and partnership space with the development of innovative programming that meets business objectives
Communicate strategy and programs with our 13 local zones
State Farm ®Marketing Analyst, Customer Communications
Apr. 2007 - Nov. 2007Executed the launch of a new custom branded publication and assisted in creating the strategy behind and the materials for a new in office sales material system for our over 18,000 State Farm agents.
State Farm ®Marketing Analyst, Credit Card Products
Aug. 2005 - Apr. 2007Executed cross functional and cross department direct marketing projects that complied with State Farm’s marketing plan and mission while offering superior client service to the financial card department. I also assisted in creating new in office materials promoting our financial card offerings.
Multi-AdProject Manager
Mar. 2005 - Aug. 2005Peoria, Illinois AreaManaged client relationship, the day to day maintenance of existing website and development of new websites all while fact finding to help the sales representative up-sell clients based on additional needs.
Multi-AdAccount Manager
Sep. 2003 - Mar. 2005Peoria, Illinois AreaManaged the client relationship and executed the day to day business of over $2.6 million worth of accounts while fact finding to help the sales representatives up-sell clients based on additional needs.
RivermenIntern
Jan. 2002 - Dec. 2003Ticket and Corporate Partnership sales
Office management
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