Marketing Manager

Date:  Nov 5, 2023

Milwaukee, WI, US, 53204-2941

Req ID:  27800
Onsite or Remote:  Hybrid Position

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

As the Marketing Manager, Distribution your primary focus is to drive measurable growth in engagement and revenue through assiduous brand stewardship and partnerships with distribution teams across the North America region. You are a proven leader, exceptional at identifying marketing and communications opportunities that align OEM and dealer initiatives under a shared strategy, working toward a common goal. You have experience implementing targeted campaigns that elevate the brand, developing and capturing content from the field and distributing to dealers through digital channels. You prioritize collaboration and know how to bring teams together under a shared vision and roadmap that prioritizes the customer experience across all touchpoints.

Key Job Responsibilities

Branding related:
•    Improve brand adoption and alignment to standards, and ensure dealers are aware of resources: Marketing app via KGP for ordering materials, branding team with design and production capabilities, and guidelines for proper co-branding and usage
•    Facilitate brand audits with distributors to understand current state of physical store locations and digital channels. Schedule kick-off meetings with dealers and evaluate completed audit materials via scorecard framework to prioritize execution of branding activities. 
•    Visit dealerships, company-owned stores, and regional locations in NA to see firsthand where opportunities lie, and co-develop plans for logo applications, signage, co-branding, dealership branding, print and digital templates, merchandise, etc. 

Distributor marketing support: 
•    Develop the vision for Komatsu distributor marketing, and update it annually with a roadmap, articulation of relevant marketing strategies and priorities to drive marketing activities and KPIs. Together with Director, Marketing Strategy, engage Komatsu’s executive leadership team in NA to ensure roadmaps are aligned between dealers and OEM.   
•    Re-envision Komatsu’s dealer Co-Op program to ensure accountability of spend is tied to marketing. Consider agency or other vendor to facilitate process, as needed.  
•    Manage the relationship with 3rd party agencies. Provide daily guidance, approvals on work, reinforcement of expectations for roles and responsibilities and corresponding processes, ensuring seamless workflow between vendors and dealers and adherence to brand standards. 
•    Work with digital marketing team to ensure channels are aligned with proper data tracking in place. Partner with Company Stores website vendor to ensure collaboration and alignment to standards and established for 

Distributor engagement:
•    Meet regularly with North America regional and commercial teams – from VPs to the Dealer and District Managers - to understand their business goals and develop/roll-out marketing strategies to support them and their dealers: promotions, campaigns, events, etc. 
•    Work with dealers’ Marketing Managers to align marketing strategies and plans for campaigns and other content work.  
•    Constantly and proactively communicate marketing updates to relevant teams, looking to build consensus, provide visibility, gain feedback, and request support and partnership. 
•    Lead regular meetings with distributor marketing managers and sales groups – continue to build strong relationships and reinforce shared accountability for branding and other programs   
•    Proactively reach out to distributor marketing personnel to develop relationship and build trust, getting consensus, feedback, collaboration. Work together to define an ongoing cadence for engagement and collaboration. 

Komatsu company stores:
•    Regularly engage with the company stores teams to ensure they have what they need to properly sell and represent the Komatsu brand and products by customer application.  
•    Develop a marketing strategy to effectively position Company Stores’ portfolio of offerings as solutions, considering nuances between the East and West and availability of allied brands to local audiences   
•    Launch pilot campaigns to test marketing automation capabilities, making Company Stores the flagship dealers for brand awareness and lead generation. Rollout functionality to other dealers as fast follow once success is achieved.


  • Bachelor’s degree in Marketing, Communications, Advertising, Journalism, Media Communications, business, or a related field.    
  • 5+ years applicable experience focused on marketing, communications, PR, project management, account management, or sales. 
  • Exceptional writing ability, especially a propensity to translate technical content and product info into useful materials for non-technical audiences 
  • Displays knowledge in relation to the product or service being marketed to the public (or demonstrates capabilities of learning quickly).
  • Ability to take complex ideas and translate them into communications that can be easily understood by audiences at all levels.
  • 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.  
  • Possesses strong communication, presentation, relationship building, and negotiation skills.  Experience working with personnel in leadership roles (internal and external to the organization). 
  • Ability to work in a fast-paced, short deadline environment and adapt to change; Can meet demands and timelines without sacrificing quality; works well under stress.
  • Must have the ability to effectively influence, mentor, and educate both internal and external stakeholders in a variety of cultures 
  • Engaging personality, with a passion to help create and promote the solutions of the future of our business.
  • A highly motivated, self-starter. Proactive nature that’s driven to create results through partnership, teamwork and hard work. 

Additional Information

  • This role will need to collaborate extensively with a wide variety of Komatsu stakeholders (OEMs, regional teams and distributors) – to coordinate, develop and deliver marketing solutions to the customer.  
  • Additionally, this role will need to effectively interface with both Komatsu and Customer leadership and executives.
  • This position will have a balance of approx. 80% of the time in the office (computer work, meetings, emailing, and phone calls) and as much as 20% of the time traveling (face-to-face meetings with subject matter experts, VOC trips at customer sites, vendor and supplier meetings, industry conferences, trade shows and events, etc.). Note that due to COVID-19, travel may be limited to ensure safety of employees. 
  • Exposure to manufacturing, service locations, and some customer mine sites.
  • Percentage of Travel: 20% (varies)
    • Reasons for Travel: Content development, relationship building, participation in strategic initiatives, meetings with subject matter experts, trade shows and events, industry conferences and trainings.
    • Most common destinations: Domestic and international locations.

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.