Director, Digital Marketing

Komatsu is an indispensable partner to the construction, mining, forestry, forklift, and industrial machinery markets, maximizing value for customers through innovative solutions. With a diverse line of products supported by our advanced IoT technologies, regional distribution channels, and a global service network, we tap into the power of data and technology to enhance safety and productivity while optimizing performance. Komatsu supports a myriad of markets, including housing, infrastructure, water, pipeline, minerals, automobile, aerospace, electronics and medical, through its many brands and subsidiaries, including TimberPro, Joy, P&H, Montabert, Modular Mining Systems, Hensley Industries, NTC, and Gigaphoton.

Job Overview

The Director, Digital Marketing for Komatsu is a key individual in bringing all marketing and communications strategies to life across multiple platforms, directing and executing successful campaigns. This person has an eye for details and data analysis, with the ability to set a vision for marketing channels and audience engagement, while connecting everyday efforts and driving business and marketing results. He/she is also at the forefront of new marketing trends, technologies and experiences, constantly inspiring the team to think outside of the box to drive lead generation for our sales teams and to position Komatsu as a differentiated brand in the marketplace, by retaining and engaging customers.

Key Job Responsibilities

• Responsible for setting the digital marketing vision for Komatsu, considering the omni-channel approach to our audiences, working with business partners such as the business units, the digital transformation teams and the ICT team to bring this vision to life with a strategic roadmap. Coaches multiple teams towards this vision, providing guidance and feedback to everyday activities that relate to digital architecture and digital marketing/engagement with audiences.
• Sets the Komatsu digital marketing strategy, defined by driving Komatsu brand awareness, engagement, and lead generation through digital channels, such as public websites, marketing automation, portals, social media and more. Oversees the team who supports digital marketing strategy development, new channel creation, updates and upgrades to current channels, system architecture and data flow, mapping of user needs and setting standards for user experience (UX) for all systems within Komatsu, developing interface/wireframes, execution and daily management, etc.
• Define and develop the customer experience and digital engagement marketing strategy, considering each interaction and touchpoint our prospective and current customers have with our brand ensuring these are positive, memorable, and customer-focused experiences. Foster trust and increase customer satisfaction, loyalty, and brand advocacy. Oversees the digital promotional media plan providing input and approval on digital media buy and advertisements, as well as proper channel selection for each type of content by audience.
• Oversees strategies and activities associated with lead generation to achieve sales target and enhancement of business revenue, including lead routing architecture, defining marketing qualified leads, ROI tracking. Develops the architecture and translates that architecture into how leads are routed in sales teams and dealers. Partners with business team leaders and sales teams, as well as with independent distributors to ensure proper lead hand-off and follow-up. Measures revenue generation based on marketing activities.
• Leads Komatsu marketing and communications analytics efforts, aiming to measure the performance of our content and channels, analyzing and interpreting trends for better decision making. Use data and technology to maximize the impact of campaigns across channels. Creates and monitors strategic dashboards that periodically report marketing performance to executive leadership, including revenue generation.
• Leads, develops and manages all Komatsu digital marketing campaigns, helping define the best strategies for digital engagement, defining KPIs, and monitoring budgets and content performance with continuous improvement approach.
• Manage all digital vendors and agency relationships, including scope development and continuous optimization, with full budget accountability for all digital projects.
• Responsible for the team who maintains and optimizes our digital channels, distributing all content created by MarComm and the organization, such as public websites (full ownership of Komatsu.com, modularmining.com, komatsustores.com, and mining.komatsu), North America independent dealers website connections and content feed, and Komatsu North America and Global Mining social media. Provides guidance and strategic input to SEO (Search engine optimization), compliance and security, hosting, and cloud management for all channels. Is a key member of the global digital marketing team, providing strategic input and execution support to the One Komatsu global website to be built from the NA Komatsu.com foundation.

Additional Information

• Reviews analyses and reports of current communications and interactions with our prospective and current customer base to understand the 'baseline' (process for communications, customer satisfaction ratings, brand loyalty scores, etc.). Provides feedback and guidance to team on what to change, how to proceed, etc.
• Partners closely with the sales team and lead Voice of Customer (VOC) activities to understand customer preferences for face-to-face and digital marketing interactions and dialogue with our company. Helps the team digest feedback into activities that support the digital marketing vision, and ultimately drive revenue.
• Researches and documents world-class digital marketing strategies in similar industries and markets, to develop, inform and evolve the vision and a strategy to 'bridge the gap' between our 'baseline' and where we want to be. Achieve executive sponsorship for the developed strategy, launch, and execute the strategy with key stakeholders in the organization.
• Reviews, evaluates, guides the digital team efforts with continuous improvement of our digital channel, campaigns, automation and personalization strategies. Oversee the performance of our digital channel, proposing updates that differentiate the customer experience and boost our digital presence.
• Provides guidance and inspiration for the enhancement of overall digital marketing strategy and tools, ensuring alignment with the vision and corporate goals and objectives.
• Oversees the company's brand, messaging, positioning, and performance on all online and digital interfaces (website, apps, Google Adwords, print and digital advertising, online surveys, etc.). Helps influence media buy decisions, while monitoring our budget. Ensure alignment with MarComm sr. leadership, as well as other Komatsu Group organizations.
• Analyzes / performs customer segmentation analysis. Continually aiming to understand, define, and then refine the prospective and current customer base. Review and analyze user's feedback and analytics on an ongoing basis, taking action where appropriate to drive usage and enhance content.
• Work closely with the CRM (Salesforce.com), IT and marketing communication teams to evaluate and define the best technology 'mix' for our campaign strategy and marketing automation tactics. Develop roadmap for marketing channel and business channel integrations and system connections. Own the processes for utilizing the technology and tools.
• Partnering with ICT and business units, provide input for the Digital Asset Management strategy, identifying system RASCI, integration opportunities across business systems deploying marketing assets, and management processes. Work closely with team members to refine processes for marketing's management of digit assets, including architecture structures, categorization processes, tagging and metadata, control access, and integrations with marketing channels.
• Develop strategy for marketing analytics across our face-to-face and digital marketing channels. Understand what we need to measure and how we can use analytics. Execute the strategy and refine activities based on findings. Partner with business units and ICT to align marketing analytics with business channel analytics. Identify opportunities for measurement across business and marketing channels.
• Engage with sales, CRM (Salesforce.com), corporate communications, marketing communications, and product marketing teams for assisting the creation of marketing campaign calendar by segmented prospective and current customer base. Continually re-evaluate campaigns based on results, considering analytics.

Additional Information Continued

• Partnering with ICT and business units, provide input for the Digital Asset Management strategy, identifying system RASCI, integration opportunities across business systems deploying marketing assets, and management processes. Work closely with team members to refine processes for marketing's management of digit assets, including architecture structures, categorization processes, tagging and metadata, control access, and integrations with marketing channels.
• Develop strategy for marketing analytics across our face-to-face and digital marketing channels. Understand what we need to measure and how we can use analytics. Execute the strategy and refine activities based on findings. Partner with business units and ICT to align marketing analytics with business channel analytics. Identify opportunities for measurement across business and marketing channels.
• Engage with sales, CRM (Salesforce.com), corporate communications, marketing communications, and product marketing teams for assisting the creation of marketing campaign calendar by segmented prospective and current customer base. Continually re-evaluate campaigns based on results, considering analytics.
• Plan and execute budgetary control of all integrated marketing strategy related activities. This includes vendor partnerships, the cost and subscriptions of technology, advertising and promotions budget.
• Provides guidance for dashboard development, helps interpret trends and monitors MarComm KPIs in collaboration with the Head of Operations. Provides ideas for improvement and helps put them into action.

Qualifications/Requirements

• Master's degree in Business Administration, Marketing, or Digital marketing required. Bachelor's degree in Business Administration, Marketing, or related field.
• 15+ years applicable experience focused on digital marketing, and across all aspects including digital campaigns, automation, Google analytics, SEO, social media marketing and digital advertising in any industry, B2B or B2C.
• Proven track record of developing and executing digital marketing strategies across organizational levels and cross-functional departments.
• Demonstrated ability to manage people and motivate a team to achieve goals.
• Understands customer engagement strategy development and how consumers respond to various forms of media and engagements. Displays a firm understanding of using various technologies across face-to-face and digital channels, with the knowledge required to execute, measure, and improve engagements.
• Possesses strong communication, relationship building, and negotiation skills. Experience working with personnel in leadership roles. Great mentorship skills.
• Displays knowledge in relation to the product or service being marketed to the public, or demonstrates capabilities of learning quickly about it.
• Affinity for data, tracking and measuring KPIs to support strategy development and refinement
• Ability to work in a fast-paced, short deadline environment, with the ability to adapt and change; Can meet demands and timelines without sacrificing quality; works well under stress.
• Experience managing multi-million-dollar marketing budgets, invoicing and negotiating with vendors for pricing/contracts.
• Ability to take complex ideas and translate them into communications that can be easily understood by audiences at all levels.

Komatsu is an Equal Opportunity Workplace and an Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.