Vice President, Marketing


Headquartered in Charlotte, NC, CTE is a privately-owned group, with subsidiaries delivering equipment, services, and overall productivity solutions across the Southeast. CTE has over 1,500 employees generating sales of more than $800 million at 27 locations in North Carolina, South Carolina, Alabama, Georgia, and Tennessee.

CTE, a leader in its markets, is focused on providing equipment for construction, material handling, power generation, and crane as well as all the related after-market service, technology, and engineering expertise required to optimize asset and business productivity. The company is organized into three divisions:

Carolina CAT Construction – Charlotte, NC
Carolina CAT Construction meets the needs of its customers by providing superior parts, service, and sales of construction equipment, hydraulics, and on-highway trucks. Proud to be a part of the elite Caterpillar dealer network, Carolina CAT operates eight locations throughout western North Carolina, serving the following industries: construction, forestry, landfills, landscaping, manufacturing, paving, and quarries and aggregates.

For more information about Carolina CAT Construction, please visit its website.

LiftOne – Charlotte, NC
The largest full-service material handling dealership in the Southeast with 18 locations throughout North Carolina, South Carolina, Alabama, Georgia, and Tennessee, LiftOne offers a wide range of new and used equipment solutions as well as a large fleet of equipment ready to rent to fill customers’ specific needs, including internal combustion forklifts, electric counterbalance forklifts, order pickers, reach trucks, manual and electric pallet jacks, rough terrain trucks and attachments, and batteries and chargers. LiftOne proudly represents some of the most trusted brands in the industry, including Hyster, Yale, Rail King, and Ottawa. LiftOne also provides a variety of advanced services, such as smart warehouse design, fleet management, and telematics. Highly trained sales consultants and engineers provide unique and integrated solutions.

For more information about LiftOne, please visit its website.

Carolina CAT Power Systems – Charlotte, NC
Representing Caterpillar power generation solutions, the Power Systems group designs, delivers, services, and tests complete back-up and full prime power solutions across industrial and commercial markets, including data centers, financial services, governmental, and healthcare. CTE is committed to growing outside of the core CAT equipment business. In 2013, CTE acquired a NETA certified company, Power Products & Solutions to expand into advanced electrical testing on a nationwide basis. Power Systems operates three main lines of business: Electrical Power Generation sales; Electric Power Generation Service and Testing; and Southern Vac.

For more information about Carolina CAT Power Systems, please visit its website.

CTE has been privately owned by the Weisiger family since it was established in 1926. It is one of the longest-serving Caterpillar dealerships in the US, was recently recognized by Caterpillar as one of the top 10 dealers out of 170 in the world, and is one of the Carolinas’ largest privately held corporations. Ed Weisiger Jr. represents the third generation to lead the expansion of CTE, and he has championed the development of more sophisticated approaches to satisfying traditional and emerging market needs. While safety, operational excellence, exceptional customer service, and continuous improvement will remain the hallmarks of CTE, the company is focused on the development of innovative, technology-driven business models, and value propositions that extend its advantage while delivering strong returns over time. CTE has the opportunity, ownership resolve, and financial resources to lead its markets.

For more information about CTE and Carolina CAT, the history, and diverse product offerings, please visit: and


This position will report directly to the President, Chief Executive Officer of CTE and serve as a member of the CTE Senior Leadership Team (SLT). Functions reporting to the Vice President, Marketing include Director, Marketing; Marketing Supervisor; and a Marketing Administrator; total marketing department is currently approximately ten team members. This leader will also maintain key relationships with the division General Managers and other division leaders, suppliers and customers, CTE employees, and community and industry stakeholders.


The Vice President, Marketing (VP Marketing) will be directly responsible to lead the creation, management, execution, and measurement of marketing strategies and plans for CTE’s well-established brands. As a partner to the sales organization, this position will focus on deepening existing customer relationships, attracting new customers, and improving the economics of these relationships in a mutually beneficial manner.

Specific duties will include, but not necessarily be limited to:

  • Develop strong working relationships with the CEO to foster open dialogue, mutual understanding, and trust. Integrate into the CTE Senior Leadership Team (SLT) by developing relationships with peer managers and direct reports while aligning to the company’s culture. Connect with the culture of CTE and continue to build it out.
  • Lead the creation and implementation of a short and long-term marketing strategy. Work with division leaders to define the vision, strategy, and priorities for areas of the business that facilitate achievement of growth, profitability, and market share objectives.
  • Lead the marketing team; assess current Marketing Department capabilities; develop gap analysis to identify resource shortfalls; recruit and develop marketing team members so the divisions and company can be successful in accomplishing strategic and tactical goals; participate in proactive succession planning with the intention of identifying a clear successor as part of team development.
  • Foster team collaboration with the operating division managers to increase the efficiency and effectiveness, and coaching, of the sales managers and salespeople.
  • Define and represent the informed and fact-based customer perspective, or Voice of Customer (VOC), in both strategic and tactical ways. Develop and implement methods to track the customer journey to advocate for changes in customer service processes.
  • Serve as CTE’s digital sales champion; improve visibility to Ecommerce metrics, customer website traffic and buying trends, and establish CTE as a “trailblazer” as compared to its dealer peers: track and monitor demand using data to support inventory decisions; use data and insights for lead creation/tracking/conversion; create leads, lead tracking, and recultivation plans with sales management for potential lost customers; collaboratively create a clear and simple process for tracking critical customer information and machine population to use this information for actionable insights and tracking; track customer views using tools such as transactional data and surveys, customer interviews, etc.; pursue process changes when existing customer service delivery system is breaking down or noncompliant with prescribed processes; use dashboard and data against CTE’s goals/quarterly plans to coach sales managers and salespeople in real time, track and disseminate target and actual numbers for pure digital revenue and profit growth; identify, recommend, and review pricing and promotion changes for machine/ technology/aftermarket products and services in real-time based on demand, supply, and market conditions (increase profit and asset turnover).
  • Proactively incorporate competitor analysis and “ear to the ground” competitive information into marketing plans by working with sales team. Translate this competitor knowledge to plans that respond to, or outflank, the competition.
  • Develop CTE’s social media strategy by starting with a study that understands how customers use these platforms to share feedback on products, services, and experiences.
  • Use Pareto analysis to create customized plans and schemes with CTE’s manufacturing partners and operating sales groups to gain market domination in key accounts and segments. Develop and track value in CTE’s event plans and relationship building activities for key accounts/segments; advocate for customer value delivery for these key customers and segments beyond CTE’s product and application knowledge.
  • Work towards brand reconciliation from the customer and market perspective by providing a clear brand positioning in the marketplace.
  • Review CTE’s budget for customer entertainment and develop recommendations to improve ROI as measured by customer acquisition cost, new account growth, share of wallet, and customer profitability.
  • Serve as a member of the CTE senior leadership team to provide development and strategic input across the organization.


  • Integrity and commitment to the highest ethical standards.
  • Accountability; competitive, yet collaborative; likes to win; accountable for results.
  • Adaptability; ability to think creatively and analytically; not afraid to think outside the box yet possesses good general problem-solving skills, solid analytical skills, and the ability to prioritize requests and projects.
  • Strategic; contributes to development of an organizational strategy and justifies it with market insight; thinks three to five years ahead into the next business cycle; then able to translate the strategic to the appropriate and effective tactical activities.
  • Leadership ability; able to coach and develop people; positive and engaged; scales marketing team’s skills and demonstrates value via profitable growth and return on marketing; employee focused, team oriented, and a good delegator.
  • Trailblazer; balance of collaborator and innovator; strong executive presence with humility.
  • Information and business intelligence advocate and devotee; focused on key metrics that reflect success and avoids metrics that show busyness and that are not connected to desired outcomes; appropriately communicate “deltas;” adapt at identifying recommended actions for and with division managers and sales management.
  • Superior interpersonal skills defined as approachable, genuine, sincere, and honest; able to relate to people at all levels within an organization.
  • Direct and open in communications; excellent listener; able to build goodwill for the company internally and externally with customers and manufacturers.
  • Able to make timely, informed decisions that consider the facts, goals, constraints, and risks; capable of making the “tough call.”
  • Foster environment of continuous improvement and learning. Constructively challenges established ways when improvement is possible.


Compensation will be commensurate with experience including a competitive base salary, short-term and long-term incentive opportunities, and competitive benefits package.


Coleman Lew Canny Bowen
6101 Carnegie Blvd., Suite 300
Charlotte, NC 28209
Ken Carrick, President