Audience Strategy Manager

Date: Dec 30, 2021

Location: Benton Harbor, MI, US, 49022

Company: Whirlpool Corporation

Requisition ID: 48708 


Whirlpool Corporation (NYSE: WHR) is committed to being the best global kitchen and laundry company, in constant pursuit of improving life at home. In an increasingly digital world, the company is driving purposeful innovation to meet the evolving needs of consumers through its iconic brand portfolio, including Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, JennAir, Indesit and Yummly. In 2020, the company reported approximately $19 billion in annual sales, 78,000 employees and 57 manufacturing and technology research centers. 


Whirlpool Corporation is consistently recognized by FORTUNE as one of the World’s Most Admired Companies. Our values are the driving force behind everything we do. Integrity, Respect, Inclusion & Diversity, One Whirlpool, and Spirit of Winning propel our teams to excellence. Get to know us and see what it's like to be part of a company that is in constant pursuit of improving life at home.



This role in summary

The Manager, Audience Strategy will report to the Sr. Manager Analytics & Martech on the E-commerce & Digital Marketing team. This team is looking to stand up an audience strategy function for digital marketing utilizing tools such as marketing cloud, customer data platform & LiveRamp for Audience curation and activation.


A successful candidate for this role will leverage his or her experience to build, publish & maintain audiences, perform customer journey analysis, and develop test and learn strategies to deliver personalization and inspire repeat purchase across sites. He/she will publish analytics reports, conduct recurring reporting to monitor and drive KPIs, and proactively develop audience performance analysis, highlighting observations and business context to deliver actionable recommendations to the business 


Overall the candidate must quickly learn and understand the objectives of our program and its impact on the business. Critical thinking and hands-on experience with a DMP (Data Management Platform) is a must. The candidate must be a highly motivated, positive, organized self-starter who can work well with a variety of tasks and adapt quickly to different business needs and projects. Experience in applying decision science to business context is a plus.

Your responsibilities will include

  • Own and manage our audience development and integration platforms
  • Collaborate across the organization on audience operations and infrastructure aimed at driving marketing acquisition, retention and engagement for Whirlpool Brands
  • Audience Development – 1st, 2nd, 3rd party data, Audience Segmentation and overlap management (including Reach/Frequency), Audience Syndication, Audience Analytics & Insights
  • Develop and drive a prioritized multi-channel audience roadmap that enables personalization and drives business ROI through repeat purchase, subscription and recurring revenue  through onsite, email and media executions
  • Utilize data modeling/Artificial Intelligence to develop micro segments, map customer journey and optimize for conversion and retention 
  • Test and learn audience acquisition and retention strategies through journey orchestration and predicting next best action
  • Able to clearly identify business goals and translate that into objectives & strategies
  • Be the expert on available 1st and 3rd party targeting capabilities
  • Manage LiveRamp & CDP (Customer Data Platform) to consolidate consumer profile and activate against the segments identified as high potential
  • Work with vendors to complete server to server integrations to deliver data from CDP
  • Facilitate new integrations within and outside of the platform with digital vendors and internal data warehouses to enhance audience capabilities
  • Partner with media and data teams to define test structures, deployment plans and analytics capabilities
  • Collaborate with cross-functional and business teams to design and build data products that integrate audiences into our marketing operations

Minimum requirements

  • Bachelor’s degree and 2+ years working with any Data Management Platforms OR High School Diploma or GED and 4+ years working with any Data Management Platforms
  • 2+ years of media experience within a marketing department or agency-side media planning

Preferred skills and experiences

  • 3+ Years experience working on LiveRamp or any Data Management Platforms (Adobe Audience Manager)
  • 4+ Years experience with web analytics (Adobe Analytics, Coremetrics, Google Analytics) combined with very strong Excel skills
  • Liveramp and/or Google Marketing Cloud experience
  • Intimate knowledge of fast moving AdTech & MarTech landscape/ecosystem
  • Knowledge of data sciences



Connect with us and learn more about Whirlpool Corporation 


See what it's like to work at Whirlpool by visiting Whirlpool Careers. Additional information about the company can be found on Facebook, Twitter, LinkedIn, Instagram and YouTube.


At Whirlpool Corporation, we value and celebrate diversity. Whirlpool Corporation is committed to equal employment opportunity and prohibits any discrimination on the basis of race or ethnicity, religion, sex, pregnancy, gender expression or identity, sexual orientation, age, physical or mental disability, veteran status, or any other category protected by applicable law.

Nearest Major Market: Niles
Nearest Secondary Market: South Bend

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