1. Lynette Mahieu 6715N. ChateauPl. –Peoria,IL – 309-251-5315
INTEGRATED MARKETING & DIGITAL STRATEGIST
PROFESSIONAL PROFILE
Innovative Marketing and Digital Strategist with extensive experience leading designing,
executing, and measuring successfuland award-winning multichannel, enterprise-wide marketing
campaigns. My 19 years provides a proven track record supporting global parts growth through
digital marketing, lead generation, innovation and integration. Subject matter expert, adept to
ensure strategic focus on business goals across digital, mobile, video, and other customer-facing
platforms. Works as a self-directed, driven professional guiding cross-functional teams to
guarantee integrated marketing success. Cultivates relationships with clients, vendors,internal and
external partners and decision makers.
E X P E R T I S E
 Integrated Digital
Marketing Leader
 Multi-Million Dollar
Budget Management
 Digital Strategy
 Lead Generation
 Metrics / Analytics
 Eloqua Processes
 Digital Media
 Search Marketing
 Email Marketing (Nurture
Campaigns)
 Process Integration
 Project Management
 Social Media Marketing
 Website Development
 Microsoft Word
 Adobe Photoshop
E D U C A T I O N
Bachelor’s Degree
Management & Leadership
Judson University, 2008
Caterpillar Emerging Leaders
Program - 2015
A W A R D S
Ad Age 2014 Campaign of the
Year for Technician Recruiting
Campaign
2012 Gold and Platinum
Marketing and Promo
Campaign Award for the Say
Thanks Campaign
2013 17th Annual Videographer
Award of Excellence for
Technician Recruiting
Campaign
AQI (Annual Quality
Improvement) Finalist for
Technician Recruiting
Campaign
EXPERIENCE (CATERPILLAR)
Digital Strategist (3/2011 – Present)
Led sales and marketing execution for key Product Support digital marketing campaigns.
Focused on lead generation and nurturing, Eloqua processes,metrics, media plans, search
marketing, social media and Web architecture. Led numerous digital marketing campaigns
designed to engage and move the customer through the sales funnel to drive sales which
contributed to $30M in sales growth. Coordinated efforts to align and standardize
campaigns throughout Product Support. Developed a consistent metric dashboard for all
Customer Services Support (CSS) campaigns. Launched key campaigns, including:
 Technician recruiting: National campaign utilizing celebrity Mike Rowe. Resulting in
23K leads valued at $370K sales/yearper hire and launched dealer job recruiting mobile
app. See “Awards” on right.
 On-highway legacy engines: First to utilize a marketing automation lead process and
generated 1000+ leads and $1M in potential sales in 2015.
 Repair options: Managed a cutting-edge digital team and executed a full integrated
digital strategy (content,lead generation, nurture, media, web page and assets)in six
weeks. Partnered with pilot dealers on the execution of the repair options strategy.
 North and South America quarterly campaigns: Featuring high opportunity parts
switching out each quarter. Resulting in 1,680+ leads and $1.1M potential sales in 2015.
Web Marketing Specialist / Project Manager (3/2010 – 3/2011)
 Created a project management process still in use today for the Web Services team to
manage cost,time, scope and quality of incoming projects for cat.com.
 As project manager, ensured all projects were delivered on-time, on-budget while
successfully integrating Web Services and business units.
 Provided Web expertise to meet goal of “one extranet” via dealer.cat.com. Assisted the
cat.com team on updating the Product Support section of the Web.
Product Support Marketing Communications Coordinator (8/2008 – 3/2010)
 Provided leadership in delivering end-to-end marketing campaigns by working with
internal and external suppliers, and the dealer organization.
 Project managed several internal partners to execute their marketing and Web strategies.
eChannel: Dealer Integration (10/2006 – 8/2008)
 Provided leadership to the dealer organization to ensure Cat Brand Identity, enforce
Dealer Web Standards and assessment processes fordealers worldwide; trained DSD
representatives on processes.
 Managed several dealer-facing projects that provided Web solutions to dealers regarding
our products via RSS feeds, virtual product tours and machine comparisons .
 Created a governance checklist for dealers as well as the website template for dealers to
utilize. Dealers that achieved a score of >85% could house their own websites.
 Successfully on boarded 182 dealers with passing scores.