Sr. Manager, D2C Ecommerce Merchandising

Date: Oct 13, 2021

Location: Lansing, MI, US, 48933

Company: Whirlpool Corporation

Requisition ID: 47280 

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.


D2C Ecommerce Sr. Merchandising Manager


The role in summary:
Whirlpool is currently seeking qualified candidates for our D2C ecommerce Sr. Merchandising Manager role. This person will help our ecommerce strategy come to life to drive consumer value proposition, maximum consumer lifetime value and will have P&L responsibility to drive the success of our direct-to-consumer ecommerce business of major appliances, small appliances, consumer products, and services across,,,, and


In this role, you will lead a high-performing team of D2C eCommerce business unit leaders. Each direct report is dedicated to a given business unit (major appliances, small appliances, CPG/accessories/services, and Inside Pass). You will provide leadership and synergies across the business units.

Your team has two primary responsibilities. First, the team is responsible for providing leadership of the overall D2C business unit: defining strategy, aligning with leadership on priorities, managing the backlog of initiatives for the business, and supporting the shared cross-functional teams to understand the business unit context. Second, your team is responsible for the merchandising function: P&L management, pricing, promotions, on and off-site merchandising tactics, as well as forecasting. This position will be based in Benton Harbor, Michigan, with Flexible Work Time, although it will be remote initially with the current environment.


Your responsibilities will include:
Team Lead:

  • Directly manage a team of four and four additionally indirect reports; providing them with coaching, development, accountability, barrier removal, and overall servant leadership
  • Cast vision for how to drive the ecommerce team forward and create synergies across the business units


Strategy & P&L Management:

  • Define both the short and long-term strategy and roadmap to building the desired consumer experience and a robust consumer value proposition by leveraging qualitative and quantitative sources of data, partnering with the brand, insights, and analytics teams as needed to drive a deep understanding and empathy for the consumer
  • Set and achieve ambitious long-range, annual plans, and short term P&L objectives
  • Create and manage D2C ecommerce forecasts based on relevant inputs such as the promotional calendar, product availability, seasonality, industry/marketplace dynamics, etc
  • Develop and execute innovative tactical to close any gaps between forecast and plan
  • Analyze performance on a daily, weekly, and monthly basis, and communicate results to key stakeholders
  • Work to increase attachment rates & order size by increasing units per order and mix through merchandising tactics (such as up-selling and cross-selling)
  • Work with the customer service team to drive incremental sales growth through phone orders.


Merchandising - Pricing, Promotions, and On/Off-Site Merchandising:

  • Lead a diverse in determining pricing & promotional strategy and calendar
  • Review and provide approval of pricing and promotional executions
  • Drive the team in determining innovative tactics and merchandising campaigns and priorities to drive profitability through volume, price, and mix


Cross-Functional Collaboration:

  • Coordinate with cross-functional partners to ensure the P&L is hitting objectives - e.g., supply chain, IT (Global Information Systems), our Customer Experience Center (call center), Finance team, and others
  • Embed and align with business unit leads outside of the ecommerce team:
    • Understand and execute against the overall commercial & channel strategy
    • Drive leadership reviews, tactical meetings, etc
    • Gain support on consumer value proposition and business plans
  • Support and drive execution through internal partners to grow traffic, develop content, improve conversion rate, build site enhancements, and enhance the post-purchase experience 
  • Partner with other business units D2C merch managers (major appliances & small appliances) to drive Ecommerce synergies and growth across the business units.
  • Work cross-functionally to support product launches via ecommerce
  • Represent values of Whirlpool's culture of respect, integrity, diversity, and teamwork


Minimum Requirements:

  • Bachelor’s degree 
  • 2+ years direct experience managing Direct to Consumer or ecommerce related initiatives 
  • 7+ years total work experience in Direct to Consumer, eCommerce, Merchandising, Marketing, Supply Chain, Strategy, Finance, Operations or IT within a cross-functional role
  • Experience leading, coaching, developing, and serving a team with a diverse skillset in ecommerce, digital marketing, or merchandising
  • Proven success working with senior leadership to communicate business drivers and strategic plans
  • Experience defining annual business plans and building blocks and prioritizing plans to achieve exponential growth


Preferred Requirements:

  • 3+ years direct experience managing Direct to Consumer / ecommerce businesses with P&L responsibility
  • Degree in business or MBA 
  • Ecommerce, merchandising, or digital marketing experience. 
  • Ability to partner collaboratively with cross-functional partners in a matrix organization, with the ability to build followership and alignment to the business vision and priorities
  • Experience with setting goals, hypothesizing improvements, optimizing, measuring progress/success, and closing gaps in goals
  • The entrepreneurial mindset driving the relentless pursuit of improvement and personal ownership of results 
  • Ability to negotiate contracts effectively with external parties
  • Experience managing/implementing various ecommerce conversion driving initiatives
  • Analytical with proficiency in data analysis and reporting
  • Lifelong learner committed to continuous development and growth
  • 2+ years experience managing/implementing various ecommerce merchandising initiatives such as designing promotional plans, building forecasts, setting merchandising priorities, etc. 
  • Self-starter, highly developed ability to receive and give feedback as well as to set priorities
  • Experience operating within an agile/scrum team and using tools such as Jira and Confluence
  • Effective communicator across multi-functional teams
  • Understanding of consumer needs and behaviors
  • Understanding of eCommerce UX and design principles
  • Ability to ensure brand tenets and guidelines are consistently applied across all consumer touchpoints
  • Strong understanding of eCommerce platforms and technologies, such as SAP Hybris, Adobe Analytics, and Google Analytics


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: Lansing

Job Segment: ERP, Social Media, Outside Sales, Supply Chain Manager, Information Systems, Technology, Marketing, Sales, Operations