What’s one skill you think every marketer will need in the next 5 years?
Increased strategic judgement.
With all the latest technological advancements we are seeing, I believe marketers need to improve their ability to decide what matters, what doesn’t and what to do next, sometimes in ambiguous situations. We now have unprecedented speed of execution yet paired with an overload of inputs and data. We need to use our strategic judgement to cut through the noise and take decisions on what is the right problem to solve, the right audience to focus on and the most effective way to hit our goals. We are overwhelmed with opportunities!
I believe the most successful marketers in the future will be those who can make good decisions with imperfect information and endless opportunities.
What excites you most about the future of marketing at Caterpillar?
What excites me most is that Caterpillar marketing is no longer just telling stories about machines; it’s translating real, measurable outcomes from intelligent, connected job sites into clear customer value.
I was part of the team responsible for Caterpillar’s CES 2026 presence. It marked a visible shift in how we show up in the market: not simply as an equipment manufacturer, but as an advanced technology leader providing solutions to help our customers solve their toughest challenges.
With advancements like autonomous construction machines, we now have live credible performance data behind our messaging; think productivity gains, safety improvements, and operational efficiency at scale. We can show the reality of what actually happens on a job site with demonstrated outcomes, shifting into proven business impact storytelling.
We have the ability to tell bold stories but also back them up with real life data.
What’s a piece of pop culture (film, podcast, book, etc.) that’s really stuck with you lately?
I’m a huge reader, I love learning and then taking that and planning how I can take those lessons into my professional life. The latest book I read was “There’s Nothing Like This – The Strategic Genius of Taylor Swift” by Kevin Evers (Havard Business Review). The author argues that Taylor Swift’s success stems from her deliberate use of storytelling, adaptability and long-term brand building to maintain creative control. It shows how she’s nurtured the fan relationships, reinvention (hello folklore album) and strategic risk taking to turn artistic choices into sustained competitive advantage. I’m not a ‘Swifty’ but reading this book really opened my eyes to the true marketing powerhouse she is!
What’s a “must pack” item you never travel without and why?
A book of course! Never stop learning, stay curious and always ask the questions.
Favourite Cat machine and why?
Can I say all of them? If not then I’ll start with the Cat Articulated Dump Trucks. They are bold, reliable and they deliver. These trucks show up, move huge amounts of value, perform consistently in tough conditions, and make everyone around them look good! Sounds like most marketing teams!
Then after the ADTs it would be Motor Graders, Dozers, Excavators and the list could go on and on! And don’t forget all those important technologies that are integrated with these beautiful machines!