Digital Brand Manager, Whirlpool Brand

Date: Jun 10, 2021

Location: Benton Harbor, MI, US, 49022 Lansing, MI, US, 48933

Company: Whirlpool Corporation

Requisition ID: 43167 

Whirlpool Corporation (NYSE: WHR) is the world’s leading kitchen and laundry appliance company, with approximately $19 billion in annual sales, 78,000 employees and 57 manufacturing and technology research centers in 2020. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, JennAir, Indesit and other major brand names in nearly every country throughout the world. 

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.


Digital Brand Manager, Whirlpool Brand 



As a member of the Whirlpool brand team, you will join a tribe of passionate consumer champions and be charged with developing the ideal digital experience for the brand through the most modern marketing technology available. Our team creates major appliance marketing strategies that drive dynamic, engaging experiences for consumers, online and off, to build our brand and our business. You will be responsible for leading highly visible digital work for the brand such as evolution of our .com, mobile and app experiences, a variety of digital content, and development of key digital assets for product launches and promotions. You will be an advocate for the brand and work closely with our eCommerce teams to deliver the digital experience. With a relentless focus on consumer needs, this exciting career opportunity offers a cutting-edge experience with one of the most iconic brands in the world.
Currently, we are seeking qualified candidates for a Digital Brand Manager to join the Whirlpool brand team based at our Riverview Campus in Benton Harbor, MI.


Function Overview
The Whirlpool brand teams work cross-functionally across multiple key stakeholders to drive a consistent and seamless experience at all touchpoints throughout the consumer decision journey. The Digital Brand Manager collaborates and partners with other Whirlpool brand teams such as the Communications Team on campaign and consumer experience and the New Product Teams, across both kitchen and laundry, for product launch support. This role also works closely with external partners to execute initiatives and additional internal teams within eCommerce, Global Information Systems and our Consumer Experience Organization.
We are seeking a consumer-first, data-led, and results driven brand leader with previous consumer goods and digital marketing experience. In this critical role you will lead all digital marketing strategies for Whirlpool brand and manage a multi-million dollar budget to deliver the digital program.


Job Responsibilities 

  • Deliver high level, strategic thinking to maintain focus on our long term brand strategy while creating and executing highly impactful product launches. 
  • Define and influence a compelling vision for the digital future of Whirlpool brand.
  • Develop brand strategies based on strong consumer, customer, and market landscape insights.  
  • Rally cross-functional teams to deliver on brand digital consumer experiences
  • Collaborate to develop digital product marketing plans including market research, positioning, value proposition, and messaging that resonate with our target consumers.
  • Utilize robust analytical skills and an eye for our target segment to gather and analyze data from a variety of sources, evaluating the performance of digital programs and campaigns to make recommendations and decisions on digital marketing plans and investment.
  • Drive search engine optimization (SEO), desktop, mobile and app development, execution and optimization, CRM communication and loyalty strategy for the brand rooted in brand strategy and consumer insights.
  • Own the Whirlpool content marketing strategy to enhance website experience, grow organic traffic with qualified visitors and amplify content across additional owned channels. Plan, create, release, and manage a variety of engaging new digital content including written, visual, and beyond.
  • Lead the management for website platform optimizations and enhancements to ensure optimal user experience and consumer website satisfaction.
  • Expertise As the brand’s digital subject matter expert, keep up to date on digital market trends and technologies, consumer needs, partner opportunities and innovations affecting our industry.
  • Engage regularly and work closely with other brand team members, eCommerce, and cross-functional partners both internally and externally to align our digital marketing activities. Must be able to influence and drive change across the broader organization. 
  • Inspire work through others by developing stimulating briefs, initiating strategic feedback, and professionally demonstrating partnership when it comes to agency management. Must have experience with agency management and brief writing.
  • Capable of operating on both strategic and tactical levels.
  • Manage of annual Budget and agencies Scopes of Work (SOW) for all Digital projects
  • Manage multiple projects simultaneously with a high degree of independence.
  • Inspire and lead direct report(s) while providing guidance and coaching for their day to day work and development.
  • Position may require up to 20% travel (generally day trips for agency meetings and/or consumer research) in the future.


Minimum Requirements 

  • Bachelor’s degree
  • 5+ years experience in marketing, brand management or agency
  • 3+ years of digital marketing experience
  • Experience developing and executing strategies for the consumer, the customer and the company.
  • Experience leading projects cross-functionally
  • Experience with agency management, inclusive of briefing, reviewing and evaluating creative, defining Scope of Work (SOW)
  • Experience in analytics capability and project management 
  • Experience leading a team (directly or indirectly leading people/coaching)

Preferred Requirements 

  • Bachelor’s degree in Marketing or Business
  • Master’s Degree
  • Experience managing a digital ecosystem (.com, OCM, email, SEO/SEM, apps etc.)
  • Solid working knowledge of technologies and applications inclusive but not limited to web, mobile, adaptive web.
  • Experience with digital design and development processes
  • Experience managing and developing a variety of digital first, content
  • Experience with Adobe Experience Manager
  • Experience with Adobe Analytics and other digital analytics tools
  • Experience with Social Media platforms, content management, analytics, optimization
  • Familiarity with media driving traffic to site
  • Lead with growth mindset, consumer-centric, insight-led, and naturally curious with a sense for solving problems that others may not realize exist and a desire to push beyond the status quo.
  • Strong leadership & communication skills, both written and verbal plus the ability to perceive and present information both analytically and creatively
  • Excellent critical thinking, sound judgment and effective decision-making ability. 
  • Proven success working in a fast paced, complex matrixed environment
  • Embody Whirlpool’s culture and values 
  • Strong strategic and analytical mindset
  • Strong business acumen with the ability to use insights to drive action
  • Strong interpersonal and communication skills: highly collaborative with ability to build solid working partnerships across functional groups


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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