Industrial OEM Marketing Leader · B2B Heavy Equipment

Rajesh
Chhikara

Marketing Manager — NovaPulse Marketing · Open to senior OEM & industrial growth roles

I build marketing programs that activate dealer networks, optimise multi-region search infrastructure, and translate directly into heavy equipment sales.

15 years. Four OEM brands. Three continents. $3.5M in budgets managed.

View Case Studies → Get in Touch LinkedIn ↗

He displayed energy and passion to ensure that his work was of the highest quality. I was confident that his future employer would be gaining a quality employee.
TC Truesdell · Marketing Director, CLAAS

Verified career outcomes — 15 years across four OEM brands

Years B2B OEM marketing leadership

$0M

Peak annual budget controlled

Direct revenue contribution CASE FY21

Heavy equipment dealer nodes managed

Co-op / MDF manufacturer brands led

OEM brands I have led marketing for

CLAAS

Deputy Marketing Manager · 2010–2015

CASE Construction

Regional Marketing Specialist · 2018–2022

LiuGong

Marketing Manager · 2015–2018

Canature WaterGroup

Digital Marketing Specialist · 2022–2024

NovaPulse Marketing

Marketing Manager · 2024–Present

Impact at a Glance

Hard numbers from 15 years in the field

$3.5M

Peak annual marketing budget controlled across CASE Construction, LiuGong, and Canature WaterGroup

26%

Direct revenue contribution — CASE FY21

55+

Heavy equipment dealer nodes managed

15+

Years B2B OEM marketing leadership

−30%

Pipeline velocity — lead response time via DMS rollout

100K+

Digital views — Excon influencer campaign

72%

Email open rate — Harvest Ready campaign

Team of 3

Marketing team led at CASE Construction — specialist, coordinator & agency

Live Tech Stack

Tools I use every week

Not a list of things I’ve heard of — these are the platforms I run campaigns, track ROI, optimise ROAS, and report KPIs from.

HubSpotCRM & Automation

SemrushSEO & AI Search

GA4Analytics

Looker StudioReporting & KPIs

Claude AIContent & Research

Canva AIDesign & Assets

Meta AdsPaid Social

Google AdsPaid Search

LinkedIn AdsB2B Targeting

AsanaProject Mgmt

WordPressWeb & CMS

HootsuiteSocial Scheduling

AI Stack & Content Velocity

AI Content Velocity Pipeline

From product brief to published asset — how AI enables a lean team to produce enterprise-volume content with zero quality compromise on technical accuracy or ROAS performance.

📋

Product Brief

Spec sheet or RFP

🤖

Claude AI

Technical first drafts

🔍

Semrush AI

SEO + LLM visibility

🎨

Canva AI

Visual assets

📱

Hootsuite

Cross-platform scheduling

📊

HubSpot AI

KPI dashboards

60%

Reduction in content production time

3.2x

Faster campaign setup & deployment

45%

Average ROAS improvement

10x

Technical content output velocity

Portfolio

Three campaigns. Hard commercial proof.

Baseline situation → Strategic hypothesis → Execution architecture → Verifiable marketing contribution to revenue.

Multi-Region SEO & Pipeline Velocity

Excavator launch: 55-dealer rollout, +20% sales in 90 days

CASE Construction Equipment, CNH Industrial · India & SAARC · 2018–2022 · Team of 3

Rajesh Chhikara at CASE Construction 180 Years trade show, Bauma Conexpo India

CASE Construction · Bauma Conexpo India · 180th Anniversary Launch

💡 Strategic Hypothesis

By centralising digital assets under a unified DMS and implementing regional SEO, we could capture high-intent search queries and route them to local distributors — cutting lead response time, improving pipeline velocity, and recovering lost revenue from an untracked 55-dealer network.

Before

Referral leads from brokers, mechanics, operators — untracked and lost across 55 dealers

Lead response time averaged several days — hot pipeline consistently dropped

Zero Google Business Profile presence — no local search visibility

After

16% of direct machine sales attributed to Sankalp referral platform

−30% lead response time · +20% total sales volume in launch window

85% dealer participation (from 60%) · +40% local search visibility

+20%

Sales volume

16%

Pipeline attribution

−30%

Lead response KPI

85%

Dealer activation

+40%

Search visibility

Local SEO & GBP Optimisation

100% Google Business Profile onboarding across 55 dealer nodes — +40% regional search visibility, inbound intent routed to nearest distributor automatically.

Sankalp Referral Platform

Proprietary app capturing, tagging, and distributing leads from brokers, mechanics, and operators — previously untracked and permanently lost across the network.

Product Launch Digital Integration

Digital collateral rollouts for 770NXe, CX220C, and FX Series — search-indexed demand fed directly into the Sankalp pipeline for full marketing contribution tracking.

+20%

Total sales volume in 90-day launch window

16%

Machine sales attributed to Sankalp platform

−30%

Lead response time via DMS rollout

85%

Dealer network activated (from 60%)

I always saw him as a go-getter but on the same front very stable in approach. Rajesh is very creative and that explains his marketing profile well.Rajbir Sandhu · Senior VP, Heavy Line Growth

ProvesMulti-region SEODealer activationCRM lead routing$2M P&LPipeline velocityRevenue attribution

Lifecycle Content & CRM Demand Generation

Harvest Ready: 72% email open rate, 40+ pre-season bookings

NovaPulse Marketing · Agriculture Technology Client (NDA) · 2024–2025

💡 Strategic Hypothesis

By launching an educational, targeted content campaign ahead of seasonal peaks, we could shift low-margin bottleneck demand into profitable pre-season windows — improving marketing contribution and turning a reactive service model into a proactive revenue stream.

Before

Service bookings clustered at peak season — last-minute demand, compressed margins

No structured CRM outreach to 300+ existing customers — zero lifecycle marketing

Sales, marketing, and service operating in silos with no pipeline visibility

After

72% email open rate · 58% landing page CVR — top-decile B2B benchmarks

40+ pre-season bookings via inbound funnels — zero outbound cost

−18% peak demand pressure — load shifted to profitable pre-season window

72%

Email open rate

58%

Landing CVR

40+

Pre-season bookings

−18%

Peak demand reduced

300+

CRM accounts

CRM Segmentation & Lifecycle Scoring

HubSpot segments targeting 300+ accounts with aging equipment — separating high-priority pre-season prospects from database noise for precision outreach.

Content & Collateral Architecture

Technical spec sheets, WordPress landing pages with booking forms, and digital sales enablement assets built to convert procurement-minded buyers — not just generate traffic.

Omnichannel Demand Generation

Parallel messaging across LinkedIn, Facebook, and direct sales rep outreach — every channel relevant to equipment service decisions, maximising marketing contribution.

72%

Email open rate across enterprise segments

58%

CVR on landing page booking forms

40+

Pre-season bookings via inbound

−18%

Drop in peak operational demand

ProvesDemand generationHubSpot CRMLifecycle marketingSales enablementMarketing contributionROAS optimisation

Experiential Marketing & Revenue Attribution

Excon trade show: 100K+ digital views, 15% post-event close rate

CASE Construction Equipment, CNH Industrial · India · Bauma Conexpo & EXCON series · 2018–2022

💡 Strategic Hypothesis

By partnering with industrial influencers, we could transform a physical exhibit booth into a live digital broadcast — maximising event ROI beyond the floor while enforcing mandatory CRM lead capture for full marketing contribution attribution.

Before

Heavy capital spend on trade shows with minimal digital reach — poor event ROI

No post-show CRM pipeline — leads lost to business cards, zero attribution

No standardised sales enablement — inconsistent rep performance at booth

After

100K+ targeted digital views beyond the floor — 35x audience reach on same budget

200 verified CRM leads · 15% post-event close rate tracked to bottom-line revenue

+35% booth foot traffic · full sales enablement kit deployed to every rep

100K+

Digital views

+35%

Booth traffic

200

CRM leads

15%

Revenue close rate

Influencer Broadcast Strategy

Live mechanical walkthroughs broadcast via YouTube, Instagram, and Facebook — booth became a live digital studio with 100K+ views and measurable brand ROI.

Sales Enablement Arsenal

Competitive comparison matrices, walkaround video outlines, and product spec sheets for every field rep — standardised, credible buyer conversations at the booth.

CRM Revenue Attribution Pipeline

Mandatory digital lead-capture triggers tracking every visitor into CRM — 15% post-event close rate tracked to bottom-line revenue. Full marketing contribution documented.

100K+

Digital views beyond the event floor

+35%

Booth foot traffic increase

200

Verified CRM leads captured

15%

Post-event revenue close rate

He is extremely professional as well as very dedicated to what he does. Working with Mr. Chhikara was a very positive experience.Jörg Huthmann · Journalist & former CLAAS Press Officer

ProvesEvent ROIInfluencer marketingSales enablementCRM attributionRevenue contributionPipeline velocity

Industrial GTM Mechanics

Dual-market go-to-market engine

Industrial equipment always splits into two buyer types. Two decision criteria. Two timelines. Two content engines. One integrated strategy.

Institutional buyer journey

AI-Optimised Search Presence

Procurement officers use ChatGPT and Perplexity. Semrush AI ensures brand appears for spec-led institutional queries across Google and LLM platforms.

TCO & Lifecycle Cost Documentation

Total cost of ownership spec sheets, maintenance comparisons, and Tier 4 compliance content — built for committee approval and procurement scoring.

Procurement Framework Leverage

Landing pages positioning existing procurement frameworks as the zero-friction path — reducing procurement barriers for eligible institutional buyers.

Council-Ready Approval Package

Demo video library, technical comparison matrix, and budget-committee ROI summary — built for multi-stakeholder approval cycles.

6+ months

Buying cycle — long nurture required

Multi-stakeholder

Procurement, operations, finance, and council

Spec-led

Technical specs, compliance, and TCO drive the decision

Built at CASE: separate long-cycle content tracks for government and institutional buyers. Pipeline velocity measured from first touch to quote request — KPI reported monthly.

Private contractor journey

High-Intent Paid Search & ROAS

Google Performance Max targeting commercial equipment queries. AI-optimised ROAS bidding — creative strategy anchored in uptime and ROI proof.

Machine Uptime & ROI Proof

Customer video testimonials focused on uptime, reliability, and low maintenance cost — the three contractor decision criteria that drive fast close.

Dealer Co-op & MDF Activation

MDF-funded local contractor campaigns — geo-targeted ads through the dealer network with individual dealer ROI tracking.

Fast Close & Revenue Attribution

ROI calculator and competitive comparison deck for same-week quote requests. Every closed deal attributed back to originating campaign for ROAS measurement.

30 days

Buying cycle — ROI-first content

Owner-operator

Single decision-maker — fast close possible

ROAS-led

Return on ad spend tracked per channel, dealer, region

Built at CASE and LiuGong: ROI-led fast-decision content for private fleet contractors across 40+ dealer locations. Marketing contribution tracked from first impression to closed revenue.

LinkedIn Recommendations

Recommendations across four companies

From direct managers, senior leaders, and external press contacts — all verified on LinkedIn.

He worked intensively and successfully in product development. He contributed positively to the improvement of CLAAS customer care and relationship globally.

Rabe Yahaya

Product Manager · CLAAS (direct manager)

★★★★★

He displayed an energy to learn and a passion to ensure that his work was of the highest quality. I was confident that his future employer would be gaining a quality employee.

TC Truesdell

Marketing Director · CLAAS

★★★★★

I always saw him as a go-getter but on the same front very stable in approach. Rajesh is very creative and that explains his marketing profile well.

Rajbir Sandhu

Senior VP · JCB

★★★★★

He is extremely professional as well as very dedicated to what he does. Working together with Mr. Chhikara was a very positive experience.

Jörg Huthmann

Journalist & former CLAAS Press Officer

★★★★★

Rajesh got the ability to convince people to accept new things and to sell the new product. He is a result-oriented personality with very good customer contacts.

S K Ali

MD, Agri Mech · Strategic Leader

★★★★★

Rajesh is highly motivated, open to new ideas in marketing and building brand awareness. You can trust him in getting work done.

Chervon Khoo

ST Telemedia Global Data Centres · (formerly LiuGong)

★★★★★

Career History

15+ years across four OEM brands

Heavy equipment, agricultural machinery, water technology — always B2B, always dealer-led, always revenue-accountable.

2024 – Present
Marketing Manager
NovaPulse Marketing · Edmonton, AB
B2B agency · industrial clients
2022 – 2024
Digital Marketing & Communications Specialist
Canature WaterGroup · Regina, SK · $0.5M budget
Water technology · North America
2018 – 2022
Regional Marketing Specialist
CASE Construction, CNH Industrial · India & SAARC · $2M budget
Heavy equipment OEM · SAARC
2015 – 2018
Marketing Manager
LiuGong India Pvt. Ltd. · India & SAARC · $1M budget
Heavy equipment OEM
2010 – 2015
Deputy Marketing Manager
CLAAS Agricultural Machinery · India & SAARC
Agricultural equipment OEM

Education

Academic credentials

Postgraduate

MBA — Marketing

University of Northampton · United Kingdom

Undergraduate

B.Eng — Mechanical Engineering

MDU University · India

Open to senior roles in

Marketing Manager Head of Marketing Senior Marketing Lead B2B Industrial & OEM Remote / Hybrid

Let’s talk revenue & dealer growth

For opportunities in market positioning, product launches, channel enablement, demand generation, or B2B pipeline strategy — let’s connect.

✉ rajesh@rajeshchhikara.com 📞 587-222-5425 LinkedIn ↗

Your name

Company

Message

RajeshChhikara

Hard numbers from 15 years in the field

Tools I use every week

AI Content Velocity Pipeline

Three campaigns. Hard commercial proof.

Excavator launch: 55-dealer rollout, +20% sales in 90 days

Harvest Ready: 72% email open rate, 40+ pre-season bookings

Excon trade show: 100K+ digital views, 15% post-event close rate

Dual-market go-to-market engine

Recommendations across four companies

15+ years across four OEM brands

Academic credentials

Let’s talk revenue & dealer growth

Rajesh
Chhikara