Industrial OEM Marketing Leader  ·  B2B Heavy Equipment

Rajesh
Chhikara

Marketing Manager — NovaPulse Marketing  ·  Permanent Full-time

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
Rajesh Chhikara — Industrial OEM Marketing Leader
St. Albert, AB  ·  Open to Remote
587-222-5425  ·  chhikara.rajesh@gmail.com
Verified career outcomes — 15 years across four OEM brands
0
Years B2B OEM marketing leadership
0
Peak annual budget controlled
0
Direct revenue contribution CASE FY21
0
Heavy equipment dealer nodes managed
0
Co-op / MDF manufacturer brands led
OEM brands I have led marketing for
CLAAS
CLAAS
Deputy Marketing Manager · 2010–2015
CASE Construction
CASE Construction
Regional Marketing Specialist · 2018–2022
LiuGong
LiuGong
Marketing Manager · 2015–2018
Canature WaterGroup
Canature WaterGroup
Digital Marketing Specialist · 2022–2024
NovaPulse Marketing
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%
Lead response time via DMS rollout
🎉
100K+
Digital views — Excon influencer campaign
📧
72%
Email open rate — Harvest Ready campaign
🏗
12
Co-op / MDF manufacturer brands led
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 leads, and report revenue in.

HubSpotCRM & Automation
SemrushSEO & AI Search
GA4Analytics
Looker StudioReporting
Claude AIContent & Research
Canva AIDesign & Assets
Meta AdsPaid Social
Google AdsPaid Search
LinkedIn AdsB2B Targeting
AsanaProject Mgmt
WordPressWeb & CMS
HootsuiteSocial Scheduling
AI Stack
AI Content Velocity Pipeline
From product brief to published asset — how AI multiplies a small team’s output without sacrificing technical accuracy.
📋
Product Brief
Spec sheet, RFP, or campaign brief
➔
🤖
Claude AI
Technical first drafts from manuals
➔
🔍
Semrush AI
SEO + LLM discovery
➔
🎨
Canva AI
Visual assets & spec sheets
➔
📱
Hootsuite
Cross-platform scheduling
➔
📊
HubSpot AI
VP & President dashboards
60%
Reduction in content production time
3.2x
Faster campaign setup
45%
Lower cost per acquisition
10x
Technical content output speed
Portfolio
Three campaigns. Hard commercial proof.

Baseline situation → Strategic hypothesis → Execution architecture → Verifiable attribution.

01
Multi-Region SEO & Lead Acquisition

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

CASE Construction Equipment, CNH Industrial  ·  India & SAARC  ·  2018–2022  ·  $2M budget

💡 Strategic Hypothesis
By centralising localised digital assets under a unified DMS and implementing regional SEO, we could capture high-intent organic search queries and instantly route them to local distributors — cutting lead response time and recovering lost pipeline 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 across the dealer network
After
16% of direct machine sales attributed to Sankalp referral platform
−30% lead response time · +20% total sales volume in launch window
85% active dealer participation (from 60%) · +40% local search visibility
+20%
Sales volume
16%
Machine sales via platform
−30%
Lead response time
85%
Dealer participation
+40%
Search visibility
1
Local SEO Optimisation
100% Google Business Profile onboarding across all 55 dealer nodes — +40% regional search visibility, inbound intent routed to nearest distributor automatically.
2
Sankalp Referral Platform
Proprietary app built to capture, tag, and distribute leads from brokers, mechanics, and operators — previously untracked and permanently lost.
3
Product Launch Integration
Digital collateral rollouts for 770NXe, CX220C, and FX Series anchored the system — search-indexed demand fed directly into the Sankalp pipeline.
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 network activationCRM lead routing$2M budgetRevenue attribution
02
Rebranding & Lifecycle Content Strategy

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

NovaPulse Marketing  ·  Agriculture Technology Client  ·  2024–2025

💡 Strategic Hypothesis
By launching an educational, targeted content campaign ahead of seasonal peaks, we could shift low-margin bottleneck demand into profitable, predictable pre-season maintenance windows — turning a reactive service model into a proactive revenue stream.
Before
Service bookings clustered at peak season — last-minute demand, poor margins
No structured CRM outreach to 300+ existing customers
Sales, marketing, and service operating independently with zero coordination
After
72% email open rate · 58% landing page booking conversion
40+ pre-season bookings secured entirely via inbound funnels
−18% peak demand pressure — load shifted to pre-season window
72%
Email open rate
58%
Landing page CVR
40+
Pre-season bookings
−18%
Peak demand reduced
300+
CRM accounts targeted
1
CRM Segmentation
Hyper-focused HubSpot segments targeting 300+ accounts with aging equipment lifecycles — separating high-priority pre-season prospects from database noise.
2
Content & Collateral Architecture
Technical spec sheets, WordPress landing pages, and digital sales enablement assets built to convert procurement-minded buyers, not just attract traffic.
3
Omnichannel Execution
Parallel messaging across LinkedIn, Facebook, and direct sales rep outreach — every channel relevant to equipment service decisions.
72%
Email open rate across enterprise segments
58%
Conversion on landing page booking forms
40+
Pre-season bookings via inbound only
−18%
Drop in peak operational demand
ProvesBrand & content strategyHubSpot CRM segmentationSales enablementLifecycle marketing
03
Experiential Trade Show & Sales Enablement

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

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

💡 Strategic Hypothesis
By partnering with niche industrial influencers, we could transform a physical exhibit booth into a live digital broadcast studio — maximising brand reach beyond the event floor while enforcing mandatory CRM lead capture for every visitor.
Before
Heavy capital spend on trade shows with minimal digital reach beyond the floor
No post-show CRM follow-up — leads lost to business cards
No standardised sales enablement assets for reps at the booth
After
100K+ digital views beyond the physical event floor
200 verified leads in CRM · 15% post-event close rate
+35% booth foot traffic · reps equipped with comparison matrices
100K+
Digital views
+35%
Booth traffic
200
Leads in CRM
15%
Post-event close rate
1
Influencer Broadcast Partnership
Live mechanical walkthroughs and technical demos broadcast via YouTube, Instagram, and Facebook — booth became a live digital studio with 100K+ views.
2
Sales Enablement Arsenal
Competitive comparison matrices, walkaround video outlines, and product spec sheets for every field rep — immediate credible conversations at the booth.
3
Mandatory CRM Data Pipeline
Digital lead-capture triggers tracking every booth visitor into CRM — 15% post-event conversion tracked to revenue. Zero leads lost to business cards.
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
ProvesTrade show strategyInfluencer marketingSales enablementCRM pipelineRevenue attribution
Industrial GTM Mechanics
Dual-market go-to-market engine

Industrial equipment always splits into two buyer types with different decision criteria, timelines, and content needs.

Institutional buyer journey

1
AI-Optimised Search
Procurement officers use ChatGPT and Perplexity. Semrush AI ensures the brand appears for specification-led institutional queries.
2
Lifecycle Cost Documentation
TCO-focused spec sheets, maintenance cost comparisons, and Tier 4 compliance content for committee approval.
3
Procurement Framework
Landing pages positioning cooperative purchasing contracts as the zero-friction procurement path.
4
Council-Ready Demo Package
Demo video library, technical comparison matrix, and budget-committee ROI summary for multi-stakeholder approval.
6+ months
Typical buying cycle — long nurture required
Multi-stakeholder
Procurement, operations, finance, and council all involved
Spec-led
Technical specs, compliance, and lifecycle cost drive decisions
Built at CASE: separate long-cycle content tracks for government buyers using spec-led, committee-ready materials.

Private contractor journey

1
High-Intent Paid Search
Google Performance Max targeting commercial equipment queries. AI-optimised bidding, manual creative strategy anchored in uptime and ROI proof.
2
Machine Uptime Proof
Customer video testimonials focused on uptime, hydraulic reliability, and low maintenance cost — the three contractor decision criteria.
3
Dealer Co-op Activation
MDF-funded local contractor campaigns — geo-targeted ads through the existing dealer network.
4
Fast Close Package
Competitive comparison deck and dealer-ready ROI calculator for same-week quote requests.
30 days
Typical buying cycle — short-form, ROI-first
Owner-operator
Single decision-maker — fast close possible
ROI-led
Uptime, service cost, and operator efficiency drive decisions
Built at CASE: ROI-led, fast-decision content tracks for private fleet contractors across 40+ dealer locations.
LinkedIn Recommendations
Six recommendations across four companies

From direct managers, senior VPs, 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.
RY
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
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.
RS
Rajbir Sandhu
Senior VP, Heavy Line Growth
★★★★★
He is extremely professional as well as very dedicated to what he does. Working together with Mr. Chhikara was a very positive experience.
JH
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.
SK
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.
CK
Chervon Khoo
Product Manager · Customer Solutions
★★★★★
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 — Permanent Full-time
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
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, or B2B demand generation — let’s connect.

chhikara.rajesh@gmail.com 587-222-5425 LinkedIn ↗