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Shopper Marketing Manager

Date: Jan 12, 2021

Location: Peterborough, GB, PE2 9JB Manchester, GB, M17 1GA

Company: Whirlpool Corporation

Requisition ID: 40602 

Whirlpool Corporation is consistently recognized by Fortune Magazine as one of the World’s Most Admired Companies. Our values are the driving force behind everything we do. Respect, integrity, diversity and inclusion, teamwork and the spirit of winning propel our teams to excellence. Get to know us and see what it's like to be part of the world's leading major home appliance company.


For those highly self-motivated, organized, with a flexible attitude to adapt to evolving business needs, this role leverages a Shopper-First approach to building Go-To-Market strategies and annual plans, as well as day-to-day management, to grow the Whirlpool portfolio business and health of the brands with our valued trade partners.

What you will do:


You, alongside our Trade Marketing team, will build integrated marketing plans with our trade partners infusing a strong shopper-mindset to drive acquisition and conversion into our portfolio of branded products across physical and digital retail. 


You will use your strong communication and strategic skills, along with your cross-functional work experience, to develop and grow these relationships with our key trade customers, keeping in sight the needs of ours and our trade partner’s business while identifying ancillary opportunities to grow our business.


You will lead the charge with our Consumer Insights Manager to develop a shopper segmentation of our industry to guide all conversion-related investments, organically shifting shopper behavior.


Your tasks will include:


  • Support strategic partnership with trade customers, alongside the trade marketing team, to integrate brand, shopper, and commercial imperatives into annual joint business and campaign planning;
  • Create shopper learning plan to develop segmentation research and deepen shopper behavior understanding and insights that present opportunity across retailers and Whirlpool Corp brands;
  • Orient our marketing teams to the shopper-driven future: identify opportunities, define team/portfolio strategies and objectives, build plans and capabilities in line with said Shopper Marketing mission;
  • Partner with Trade Marketing and Brand to align business and brand objectives against shopper research, briefing and creating 360 integrated marketing campaigns with our Marketing Services and Agencies of Record;
  • Develop & execute annually-planned integrated retailer campaigns, inclusive of: TV, Print, Digital, Experiential, Point-of-Purchase Materials/Signage, In-store Purchase Experience and Public Relations;
  • Direct and develop customized retail campaigns/programs for our brands with shopper insights as the foundation;
  • Manage the development and execution timelines of trade partner campaigns and programs;
  • Oversee marketing effectiveness measurement and analysis for integrated marketing plans; apply and socialize learnings.


We are looking for a talented professional with:


  • 5+ years of experience in brand/shopper marketing, marketing communication, brand strategy, consumer insights;
  • Experience leading retail partnerships, agency relationships, SOW development, annual/quarterly briefing/planning;
  • Experience managing marketing budgets, defining investment decisions;
  • Bachelors degree in related field;
  • Ability to leverage consumer/shopper insights to build marketing plans;
  • Strong communication/presentations skills;
  • Ability to influence direct and indirect teams at all levels of the organization, partner organizations ;
  • Ability to instill the shopper mindset onto teams and individuals.


Whirlpool Corporation (NYSE: WHR) is the world’s leading kitchen and laundry appliance company, with approximately $20 billion in annual sales, 77,000 employees and 59 manufacturing and technology research centers in 2019. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, JennAir, Indesit and other major brand names in nearly every country throughout the world. Additional information about the company can be found at

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