Corporate Machinery Marketing & Social Strategy

Bobcat Company | 2022-2024

Carter Machinery | 2025-2026‍ ‍

Over four years in the heavy equipment and industrial machinery sector, I led social media strategy, brand marketing initiatives, and digital transformation efforts for two major industry organizations: Bobcat Company and Carter Machinery.

At Bobcat, I played a key role in the transition of Doosan Industrial Vehicle America into the Bobcat brand, helping guide the material handling division through a significant corporate and brand transformation. My work included brand strategy collaboration, social media strategy development, product launch support, trade show marketing, photoshoot management, and cross-functional project leadership. I also led initiatives focused on marketing technology and operational efficiency, including automated reporting systems, YouTube strategy redevelopment, and OpenAI enterprise integration.

Building upon that experience at Carter Machinery, one of North America's largest Caterpillar dealers, I led social media and digital marketing efforts across multiple business units and regional markets. My responsibilities included strategic content development, paid media optimization, executive reporting, audience research, recruitment marketing, sponsorship activations, and event coverage. I partnered with stakeholders across marketing, sales, HR, and operations to support high-profile campaigns, community engagement initiatives, and brand partnerships while helping modernize reporting, governance, and performance measurement processes.

Across both organizations, my focus remained consistent: translating complex industrial products and services into engaging digital experiences, developing scalable social media systems, and aligning marketing strategy with measurable business objectives. Through the primary market audience habits for machinery, I also learned many practical skills around photography & videography capture, editing, and presentation as well as creative design to best capture a product centric brand while innovating in the fast moving and popular brand needs within regional and global social media applications.