Global Content Strategist, Caterpillar Financial Services
Member, ELFA Communications Committee
Member, Public Relations Society of America
Member, TogetHER in Digital
6 Sigma DMAIC Green Belt
As the global content strategist for Cat Financial, Katy Ellquist has responsibility for curating marketing content and developing campaigns to increase awareness and support strategic business goals. Ellquist has led Cat Financial in transforming its digital marketing strategy to include more relevant and educational content for customers, including a robust library of materials with videos, infographics, e-books and articles on financing and industry trends. A key component of her role is ensuring Cat Financial delivers a consistent message and brand experience to customers around the world on every platform, including websites, trade shows, social media, trade publications, newsletters and advertising.
VISION FOR THE FUTURE:
“Equipment financing can be intimidating, but we have an opportunity to be more approachable when we develop helpful tools and creative marketing content that resonates with those seeking financial information. Having informative, easily accessible content for every step of the customer journey helps people get the equipment they need, when they need it.”
Ellquist is passionate about her role and embraces the challenges it brings to stay on top of digital trends and evolving customer needs. She believes in maintaining strong relationships and building collaborative teams that allow her to successfully drive a marketing program that resonates across the countries, markets and industries Cat Financial serves.
“Katy has been a valuable member of the ELFA Communications Committee for two years. She has contributed to several marketing efforts designed to provide value to the customer base within the equipment finance industry. She lent her expertise to the recent redesign of ELFA’s Equipment Finance Advantage website, serving as a lead on the project subcommittee,” Amy Vogt, vice president of communications and marketing at the ELFA, says. “It has been terrific getting to know Katy and we appreciate her support of the association’s communications and marketing initiatives.”
Prior to joining Cat Financial, Ellquist worked for Capital Records, the National Football League, Major League Baseball and, most recently, an e-commerce software company. She was first introduced to Caterpillar through her work with a digital marketing agency that supported a Cat dealer in San Diego. She credits a great mentor who helped her build a strategic marketing foundation that has been transferable across multiple roles and trades. In addition to her professional work experience, she is fully immersed in digital marketing even in her personal life, managing the day-to-day operations of a successful music blog she founded.
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