Brette Shelley
Nashville
Summary
Strategic and tech-forward marketing leader with 15+ years of experience managing digital marketing platforms, CRM integration, and marketing technology adoption within complex organizations. Proven ability to lead cross-functional teams, translate business needs into technical execution, and implement roadmaps that drive customer engagement and operational growth. Adept at guiding platform implementations, leading high-performing teams, and optimizing marketing data systems to inform executive decision-making. Known for creative problem-solving, holistic business perspective, and delivering measurable outcomes in fast-paced environments.
Overview
18
18
years of professional experience
1
1
Certification
Work History
Director of Marketing
Thompson Machinery Commerce Corporation
01.2020 - Current
- Lead strategic marketing efforts for one of Caterpillar’s top dealers, aligning departmental initiatives with business growth goals.
- Plan and execute the Annual Managers' Meeting, a high-impact executive event for 100+ attendees. Full lifecycle ownership includes venue sourcing, budget, agenda creation, travel logistics, and speaker engagement (8–10 annually).
- Spearheaded the implementation of Sprout Social and Microsoft Insights Journey to enhance social media strategy and visualize customer journeys.
- Acted as a key marketing contributor to PSE Unite and PP+ API Dealer Pilot Projects, integrating Caterpillar CRM data with internal systems and marketing workflows.
- Direct branding, content, internal communications, advertising strategy, media buying, and vendor management.
- Report on performance metrics including ROAS and campaign KPIs, advising leadership on underperforming divisions.
- Mentor and coach marketing staff and interns, supporting team development and career progression.
- Lead planning and execution of community-based philanthropic events including Habitat for Humanity builds and Team RWB Old Glory Relay
Marketing Manager
Thompson Machinery Commerce Corporation
09.2015 - 12.2020
- Recruit, interview, hire, onboard/train ISR staff while continuously mentoring and providing ISR's recommendations for improvement.
- Manage Inside Sales Representatives Supervisor (ISR’s) focusing on low touch, low volume parts and service customers, as well as infrequent buyers and lead management for earthmoving sales.
- Oversee lead generation, management of existing accounts, and synchronizing the efforts of multiple sales departments.
- Monitor and report monthly productivity KPIs and provide monthly P&L report.
- Support cross-functional teams in the development and execution of marketing/channel plan strategies including client-driven marketing materials, strategic selling support and promotions.
- Communicates annual marketing plans and performance objectives internally and externally.
- Managed Inside Sales Representative (ISR) team to exceed $9.9M revenue in 2018 (11% YOY growth).
- Developed targeted marketing campaigns across all channels and divisions.
- Oversaw lead generation, KPI dashboards, account management, and cross-departmental sales support.
- Delivered ongoing mentoring and performance optimization across ISR roles.
- Assist is filming and producing all video collateral, i.e.,
Marketing Division Specialist
Thompson Machinery Commerce Corporation
10.2014 - 09.2015
- Support product marketing and event initiatives across new, used, and rental equipment.
- Create and managed digital content, social campaigns, and dealer communications.
- Communicate annual marketing plans and performance objectives internally and externally.
- Create digital media marketing materials (email blasts, e-newsletters) as well as developing a streamlined plan for organization and maintenance of digital media and social media platforms.
- Track post-promotional results of marketing programs to determine success level and implements solutions-based feedback to improve future programs.
- Provide day to day support as necessary across channel marketing and external sales teams (i.e., reporting, analysis, administrative tasks, etc.)
Marketing Communications Specialist
Caterpillar Inc.
05.2013 - 10.2014
- Led cross-functional, multi-cultural teams through creation of comprehensive communication plans related to the Bucyrus dealer divestiture project for all North America, Europe, Africa, and Middle East Caterpillar dealers.
- Delivered on-time project plans for 21 dealer transitions, totaling $2.6B in revenue.
- Achieved 97% adoption rate through change management strategy and cross-functional collaboration.
Technical Marketing Representative
Caterpillar Inc.
01.2011 - 05.2013
- Successfully completed Caterpillar Corporate Marketing Training Program.
- Responsible for market and dealer development to achieve On-Highway Truck business plan for Dealers in California, Nevada, Arizona, Oregon (L.A. District).
- Developed sales forecasts, marketing strategy, and dealer engagement for On-Highway Truck division.
- Delivered 368 dealer trainings and contributed to a 30-unit sale, driving 35% of annual revenue goal.
- Enhanced product visibility through social media, print, and trade show campaigns.
Cost Analyst / Data Analyst
Caterpillar Inc.
05.2008 - 12.2010
- Conducted quantitative cost analysis of Quarry and Construction Truck piece parts for all five truck models.
- Mine/analyze data to develop clear and actionable recommendations for cost reduction projects.
- Implemented a set of comprehensive tracking processes within Access Database to monitor cost reduction leads and project performance.
- Built Enhanced Bill of Material (EBOM) tool, reducing report generation time from 24 to 1 hour.
- Led cost-reduction projects totaling $1.1M+ in annual savings.
- Developed systems to track and evaluate financial performance of sourcing initiatives.
Sales Intern
Liebherr Verzahntechnik Gmbh
05.2007 - 08.2007
- Supported the sales team in writing and reviewing proposals and closing contracts.
- Maintained knowledge of current sales, promotions, policies regarding payment, and shipping practices.
Education
Master of Business Administration (MBA) -
Belmont University
Nashville, TN12.2022
Bachelor of Science - Marketing, Minor in Advertising
Eastern Illinois University
Charleston, IL12.2008
Skills
Strategic Planning
CRM & Data Integration
Cross-Functional Leadership
Digital Campaigns
Project Management
Platform Implementation
Brand Development
Sprout Social
Microsoft Insights Journey
Event Planning
Marketing ROI
KPIs & Metrics
Microsoft Dynamics CRM
Team Leadership
Content Strategy
Community Engagement
Websites
Certification
- Digital Advertising, College of Media - University of Illinois at Urbana-Champaign, 05/14
- Six Sigma Green Belt, Decatur, IL, 05/08
Timeline
Director of Marketing
Thompson Machinery Commerce Corporation
01.2020 - Current
Marketing Manager
Thompson Machinery Commerce Corporation
09.2015 - 12.2020
Marketing Division Specialist
Thompson Machinery Commerce Corporation
10.2014 - 09.2015
Marketing Communications Specialist
Caterpillar Inc.
05.2013 - 10.2014
Technical Marketing Representative
Caterpillar Inc.
01.2011 - 05.2013
Cost Analyst / Data Analyst
Caterpillar Inc.
05.2008 - 12.2010
Sales Intern
Liebherr Verzahntechnik Gmbh
05.2007 - 08.2007
Bachelor of Science - Marketing, Minor in Advertising
Eastern Illinois University
Master of Business Administration (MBA) -
Belmont University
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