SUCCESS AT WESTERN STATES: Western State's culture is based on passion for our Vision, Mission, and VALUES. We are fiercely committed to SAFETY and sending every employee, safely home, every day. We strive for EXCELLENCE in all we do and are proud to be a "play to win" organization. We act with INTEGRITY in each and every decision we make. Our People and TEAMWORK drive a fun and engaging culture. We are ACCOUNTABLE as individuals and as an organization.

JOB SUMMARY: We are seeking a highly motivated, innovative, and experienced Lead & Analytics Manager to lead and develop teams in organizing cross-departmental marketing strategies. The Lead & Analytics Manager is responsible for overseeing and optimizing the lead generation and analytics strategy within our marketing department. This role involves managing lead generation campaigns, tracking their performance, and utilizing data to improve marketing efforts and ROI. The ideal candidate will leverage analytical tools to provide actionable insights, and support data-driven decision-making processes, promoting growth while enhancing the customer experience and reinforcing the Western States/Cat brand.

ESSENTIAL FUNCTIONS:

Safety

• Actively cares, promotes, manages, and advocates safety at Western States. As a leader and team member in the organization, it is critical to ensure all employees, vendors, and clients have a safe work environment while adhering to all applicable safety policies, procedures, and standards.
• Maintains clean/clutter free work areas to ensure safe environment for all WSECO employees.
• Adhering to required personal protective equipment (PPE) as identified in safety policy.

Leads & Analytics

• Serves as an active leader within the marketing department driving development and implementation of strategic and tactical plans that support specific objectives. This would include having a clear understanding of the business objective/desired end-result, and analyzing customer, competitor, and market information to help target and shape marketing programs.
• Collaborates with cross-functional teams to align marketing efforts with overall business objectives.
• Utilize analytics to identify and target key lead generation campaigns using a mix of SEO, content marketing, PPC and Social media strategies.
• Develops lead qualification criteria and scoring systems to prioritize leads according to their potential value and readiness to engage.
• Collaborates with sales and operations to refine lead management, campaign creation processes, ensuring smooth transition, follow-ups and reporting capability.
• Regularly performs deep dive analyses of all marketing data to uncover insights that guide strategic decisions.
• Uses statistical tools to predict trends and model potential marketing outcomes to better allocate resources.
• Establishes a framework for routinely testing and validating the data integrity and consistency across multiple platforms.
• Continuously monitors, assesses, and reports on the performance of marketing campaigns and initiatives, providing adjustment strategies as necessary to achieve objectives.
• Employs A/B testing strategies to refine digital marketing efforts and improve engagement rates.
• Tracks customer responses and conversion rates to determine campaign effectiveness and areas for improvement.
• Supports the Digital Marketing team with the execution and optimization of digital marketing tactics including SEO, SEM, email campaigns, and online advertising utilizing data and analytics.
• Stays current with digital marketing trends and tools, incorporating new ideas and technologies into the marketing strategy.
• Provides enhancement suggestions for website and social media performance based on traffic and user engagement analytics.
• Analyzes customer journey maps to identify pain points and opportunities for improving the customer experience across various touchpoints.
• Implements changes based on feedback and analytics to enhance customer interactions and satisfaction with the brand.
• Develops initiatives to increase customer lifetime value through improved onboarding, education, and retention strategies.
• Conducts comprehensive market research to understand industry trends, customer needs, and competitive landscape.
• Translate insights from market analysis into actionable strategies that capitalize on market opportunities and mitigate risks.
• Creates detailed reports and dashboards for internal stakeholders, or department specific, highlighting key marketing metrics, the progress towards goals, and insights from ongoing analyses.
• Presents findings and strategies in clear, persuasive formats at executive meetings and cross-departmental sessions.
• Fosters a culture of transparency and continuous improvement by regularly sharing analytics insights and learning across the organization.
• Completes projects at the direction of the VP of Marketing or other designated manager within Western States.
• Safeguards the Cat and Western States brand identities as per established guidelines and expectations.
• Seeks educational opportunities in latest marketing products and trends to enhance knowledge and skill.
• Other duties as assigned.

SKILLS, KNOWLEDGE, AND ABILITIES:

• Advanced skills in data analysis, statistical modeling, and predictive analytics. Ability to interpret complex data and turn it into actionable insights.
• Demonstrated knowledge of marketing techniques and marketing data analytics.
• Strong capability to develop strategic marketing plans based on data insights and industry trends.
• Proficiency with analytical and marketing tools such as Google Analytics, Microsoft AX 2012 (Dynamics 365), CRM software, and data visualization tools (Power BI preferred).
• Excellent verbal and written communication skills, with the ability to present complex data in a clear and persuasive manner to stakeholders at all levels.
• Ability to independently set and manage priorities as well as stay organized while managing multiple projects and deadlines.
• Strong project management skills.
• Experience in leading and managing teams, with a focus on motivating and guiding team members toward achieving business objectives.
• Capability to develop and maintain effective working relationships with others.
• Aptitude to work as a change agent and implement innovative solutions to related business problems.
• Ability to adapt strategies quickly based on data and changing market conditions.
• Ability to travel overnight, as required.
• Consistent attendance.

EDUCATION AND EXPERIENCE:

• Bachelor's degree preferred (marketing, communications, computer science, statistics, or a related field).
• Minimum of 5 years of experience in a marketing analytics role, with proven experience in leading marketing campaigns and analyzing campaign performance.
• Certifications in Google Analytics, AdWords, or other relevant digital marketing certifications can be beneficial.
• Must be able to communicate (speak, read, comprehend, write in English).