Digital Content Specialist

About this role

Career Area: Technology, Digital and Data Job Description:

Your Work Shapes the World at Caterpillar Inc.

When you join Caterpillar, you're joining a global team who cares not just about the work we do – but also about each other.  We are the makers, problem solvers, and future world builders who are creating stronger, more sustainable communities. We don't just talk about progress and innovation here – we make it happen, with our customers, where we work and live. Together, we are building a better world, so we can all enjoy living in it.

Cat Digital is the digital and technology arm of Caterpillar Inc., leveraging the latest technologies to build industry leading digital solutions for our customers and dealers. With over 1.5 million connected assets worldwide, our teams use data, technology, advanced analytics, telematics and AI capabilities to help our customers build a better, more sustainable world.

Job Summary: As a Digital Author – Content within the Rental and Used team at Caterpillar, you will be responsible for creating, managing, and maintaining digital content and product data across CMS (e.g., AEM) and PIM platforms that power experiences such as rent.cat.com and Cat Rental Store (CRS 2.0).

You will play a critical role in ensuring that accurate, consistent, and high-quality content is delivered across digital channels to support customer engagement, dealer interactions, and marketing initiatives. Working closely with Product Owners, marketing teams, and engineering, you will ensure that content and product information are aligned, optimized for discoverability, and structured for scalability across platforms.   What You Will Do: Content Authoring & Execution • Create, update, and manage digital content across CMS (e.g., AEM) and PIM platforms for Rental and Used digital experiences • Ensure content is accurate, consistent, and aligned with brand, product, and marketing guidelines • Author and maintain content for Landing pages, product pages (PLP/PDP), and marketing pages, equipment descriptions, specifications, features, and media assets, campaign and promotional content

CMS (Content Management System) • Author and publish content within CMS ensuring proper page structure, components, and templates • Manage content lifecycle, including creation, updates, versioning, and publishing • Configure and maintain page layouts and components along with metadata and tagging for SEO and discoverability • Collaborate with UX and marketing teams to ensure content supports user journeys and conversion goals • Validate content across environments (author → preview → publish) to ensure quality and accuracy

PIM (Product Information Management) • Create and manage product data and attributes within PIM systems • Ensure product content includes specifications, features, categories, and classifications along with images, videos, and related media assets • Maintain data quality and consistency across product catalogs • Support product onboarding and updates by ensuring accurate mapping and classification • Collaborate with upstream systems (CPC, supplier inputs, engineering data) to ensure complete and correct product data

SEO & Content Optimization • Apply SEO best practices including metadata (titles, descriptions) and keywords and structured content • Optimize content to improve search visibility (organic traffic) and user engagement and content consumption • Collaborating with marketing teams on campaign content and SEO strategies

Content Governance & Quality Assurance • Ensure compliance with content governance standards, policies, and workflows • Perform regular content audits to identify data inconsistencies and outdated or missing content • Maintain consistency in taxonomy, naming conventions, and metadata standards • Validate content before publishing to ensure accuracy, completeness, and alignment with requirements

What You Will Have: • Business Analysis: Knowledge of business analysis and the set of tasks, techniques and tools required to identify business needs; ability to recommend solutions that deliver value to stakeholders. • Decision Making and Critical Thinking: Knowledge of the decision-making process and associated tools and techniques; ability to accurately analyze situations and reach productive decisions based on informed judgment. • Effective Communications: Understanding of effective communication concepts, tools and techniques; ability to effectively transmit, receive, and accurately interpret ideas, information, and needs through the application of appropriate communication behaviors. • Software Product Business Knowledge: Knowledge of and experience with the business aspects and operation of a software product; ability to manage install base, current uses, future plans, and product vision.

Considerations For Top Candidates: • Bachelor’s degree in Marketing, Communications, Business, Information Systems, or related field • Experience in digital content authoring, content management, or web publishing • Hands-on experience working with CMS platforms (e.g., Adobe Experience Manager or equivalent) • Experience working with structured content or product data in PIM systems or similar tools • Strong understanding of content lifecycle management, including authoring, publishing, and governance • Experience with taxonomy, metadata, and tagging frameworks • High attention to detail with ability to ensure content accuracy and consistency across platforms • Strong collaboration skills with ability to work across marketing, product, and engineering teams • Excellent written and verbal communication skills • Experience with Adobe Experience Manager (AEM) and/or enterprise CMS platforms • Familiarity with PIM systems (e.g., Akeneo, inRiver, or similar) and product data modeling • Understanding of SEO best practices, including metadata, keyword optimization, and structured content • Experience supporting PLP/PDP content and e-commerce-style product experiences • Familia

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