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Marketing Manager

Date:  Sep 19, 2023

Milwaukee, WI, US, 53204-2941

Req ID:  28138
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

The Marketing Manager supporting Komatsu’s surface mining business is responsible for partnering with key stakeholders (OEM, wholly owned and independent distributors) to develop marketing strategies and plans that that move organizational goals forward. This individual can see the big picture and grasp nuances around our product and technology offerings, brands, sales channels, and future vision, and position surface mining solutions in a way that resonates with customers and empowers sales teams to be successful. 

Collaborate with multiple Komatsu cross-functional teams to understand their capabilities, products, services, processes, challenges, and needs to inform marketing opportunities and priorities. Focus areas for this role include the following:  

Business and regional teams 

o    OEM – Surface mining product and aftermarket value proposition, positioning, messaging, launch plans, and go-to-market strategies developed via partnership with product teams 
o    Distribution – partner with sales teams across the globe to drive profitability of surface mining solutions through wholly owned and independent distributor engagement. Work with the Marketing Manager, NA Distribution on content and tools salespeople need to be successful, and rollout new products and solutions effectively. 

Products and solutions, marketing and sales enablement: 
o    Surface mining equipment (OEM) – blasthole and track drills, wheel loaders, electric drive trucks, electric shovels, hybrid shovel,   
o    Surface mining on-machine technology (in partnership with the Marketing Manager, Mining Technology)  
o    Surface mining aftermarket – services, parts, and consumables  
o    P&H, Komatsu, Pyramid Parts, and Mine Air brands that live within the surface mining offerings 
o    Collaboration with peers: marketing managers for other mining solutions and technologies, as well as the events team supporting Komatsu Global Mining, and others as applicable 

•    Support product and solution launches and introductions to market, overseeing the strategic roll-out every step of the process from internal employees through distribution channels and finally to the distributor and customer audiences. Develop the go-to-market strategy, plan and define deliverables to be created for each specific launch, ensuring it’s innovative, differentiated and properly measured so objectives are achieved. 
•    Drive distributor marketing and brand standards for global mining distributors of Komatsu’s surface mining products; partnering with regional teams on projects and launches to ensure account managers and sales teams are well poised to go-to-market from a sales enablement, marketing and brand perspective. 
•    Collaborate with NAMD distributor marketing managers within Komatsu’s MarComm team to understand and align MarComm distribution support plans, generate new ideas, and identify key initiatives to increase overall engagement, grow sales, and elevate the Komatsu brand consistently. 
•    Develop and continuously maintain the marketing support structure for Komatsu surface mining distributors globally. This includes scoping and implementing projects and activities for driving distributor engagement and accountability such as promotions, campaigns, content strategy, communications, sales enablement tools, assets, events, digital channels, branding, merchandising, product launches, and others as applicable. Collaborate with NAMD marketing managers to align plans and initiatives as able.  

Key Job Responsibilities

•    Work hand-in-hand with surface mining product managers and directors to inform upcoming launch timelines and campaign needs, and develop fiscal plan to mark when work will hit MarComm, sharing with performance leader and broader team for visibility and planning. 
•    Ensure MarComm’s content, creative and digital teams have the input required to develop content that reaches and resonates with the intended audiences – as marketing manager, you are responsible for facilitating the execution of work: bringing the strategy to life in available channels. Develop necessary documentation (i.e. marketing strategy, go-to-market plan, marketing brief, slide decks, messaging, etc.) to advance projects through the MarComm team, starting with initiation through activation and beyond.
•    Work with other marketing managers to identify opportunities to cross-promote equipment, technology, parts, and services, aligning messages to the needs and wants of our customers and delivering in a way our sales force needs (by solution, industry, or application).
•    Work with the sales teams in Komatsu’s global regions to participate in Voice of Customer (VOC) activities to understand customer preferences, and inform the development of marketing strategies and campaigns. Collaborate on customer create success stories/case studies for use in multiple channels.
•    Develop strategies and campaigns, leveraging available platforms and channels to their maximum to optimize utilization, adoption and consistency. Explore opportunities to leverage new marketing technologies such as Salesforce Marketing Cloud, and collect input from surface mining stakeholders to deliver on requirements to support marketing automation / audience journeys. 
•    Process liaison – Manage and coordinate rounds of revisions and approvals for content and creative work in a streamlined way. Clearly communicate expectations to reviewers and approvers, consolidate and organize feedback and share with team via Page Proof tool. Ensure files are fully vetted by content team and legal department before translating or posting to channels or uploading to the DAM for wider distribution. 
•    Partner with MarComm events team and content team to deliver successful MINEXPO show content and experience. Set expectations with stakeholders on approach, rounds of revisions, and timelines. Lead the tours during tradeshow hours, as well as upfront work required to define the script, schedule, and associated training for show attendees. 
•    Bring surface mining input to global architecture branding decisions, as it relates to developing, updating and communicating product and solution branding and nomenclature. Rollout updates to SMEs in distribution and product teams for awareness and consistency.  
•    Understand and anticipate industry trends that will affect marketing plans in the short and long-term. Conduct competitive research independently and weave into strategy work. 
•    Lead the integration of surface mining into “My Komatsu” eCommerce platform, ensuring branding is aligned to standards, marketing is aligned to positioning and messaging, and tactics consider the full customer journey.  
•    Support development of dashboards to report on key performance indicators, partnering with MarComm’s digital team to identify benchmarking opportunities for baseline and measurement categories for “always on” and campaign-specific projects. Incorporate findings in quarterly business reviews with surface mining team to allow for efficient and well-informed decision making. 


  • Bachelor’s degree in Business, Marketing, Communications, Journalism, or other related field required. Master’s degree desired.  
  • 7+ years applicable experience focused on marketing, communications, product management, sales or solutions
  • Excellent writing ability, especially a propensity to translate technical content 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 about it.
  • Ability to take complex ideas and translate them into communications that can be easily understood by audiences at all levels.
  • Ability to clearly provide direction to creative and content teams, and motivate others to achieve goals.
  • Understands customer engagement strategy development and how consumers respond to various forms of media and engagements.  
  • Possesses strong communication, 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, educate and partner with both internal and external stakeholders in a variety of cultures 
  • Engaging personality, with a passion to help identify solutions to problems and deliver key messages to audiences 

Additional Information

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.

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