Digital Marketing Manager, Brand - KitchenAid SDA

About Whirlpool Corporation
Whirlpool Corporation (NYSE: WHR) is a leading home appliance company, in constant pursuit of improving life at home. As the only major U.S.-based manufacturer of kitchen and laundry appliances, the company is driving meaningful innovation to meet the evolving needs of consumers through its iconic brand portfolio, including Whirlpool, KitchenAid, JennAir, Maytag, Amana, Brastemp, Consul, and InSinkErator. In 2024, the company reported approximately $17 billion in annual sales—close to 90% of which were in the Americas—with 44,000 employees and 40 manufacturing and technology research centers. Additional information about the company can be found at WhirlpoolCorp.com.

The team you will be a part of
As a member of the KitchenAid Small Domestic Appliances (SDA) team, you will inspire our consumers to Make More Than Meals™ with a life lived hands-on. KitchenAid operates in a consumer-centric, winning workplace culture, and provides diverse global career opportunities. Our team creates high-performance, highly desired appliances with a maniacal focus on enduring craftsmanship, disruptive technology, and timeless design. Through the combination of our people, our products and our winning spirit, KitchenAid offers exciting career opportunities and a truly rewarding experience.

This Role In Summary
We are currently seeking qualified candidates for the role of Digital Brand Manager in our US Region, based at our Global Headquarters in Benton Harbor, MI or World of Whirlpool offices in Chicago, IL. Reporting into the US Brand Marketing organization, this role serves as the digital architect for the KitchenAid brand, blending strategic brand storytelling with digital product management to transform KitchenAid.com and our CRM channels into the premier digital expression of our brand. This role will partner closely with both regional and global Direct To Consumer (D2C) Teams, Brand Marketing, Category Management, Merchandising, and our Integrated Agency Teams to drive excellence and execution for all regional product launches, brand campaigns, and digital experience improvements; and will support the development and execution of full-funnel integrated marketing plans to shepherd consumers from consideration to conversion.

Your Responsibilities Will Include

Act as the primary Brand Steward for the US D2C ecosystem, ensuring that every touchpoint—from high-level brand campaigns to transactional emails—adheres to KitchenAid’s Make More Than Meals™ brand platform, brand voice, and brand design standards.

Develop and execute our owned site experience, inclusive of Regional Brand Campaigns, New Product Launches, Category Landing Pages, Product Detail Pages, Post-Purchase Experience Zones, Guided Commerce Experiences, Homepage Content, and continuous updates/optimizations in accordance with our Integrated Marketing Calendar.

In partnership with US D2C Team, co-develop and execute our owned CRM strategy for email/SMS, inclusive of education, inspiration, consumer onboarding comms, long-term engagement, audience strategy and segmentation planning; aligned to the consumer decision journey for key product categories and battlegrounds.

Drive the development and measurement of Digital Brand KPIs aligned to Regional Brand Health KPIs and Objectives; track, iterate, and improve Digital Brand performance.

Collaborate with cross-functional teams including US region’s D2C Team, Global D2C Team, Global Brand Team (Category Management), Regional Merchandising Team, US Major Domestic Appliances Teams, and US & Canadian Brand Marketing teammates on website experience improvements, UX priorities, CRM strategy, audience segmentation, and consumer relationship management strategy to drive efficiencies and consistent brand and product communications.

In partnership with D2C and Global Category Teams, drive Digital Brand’s role in KitchenAid’s AI-Led Content Strategy. Optimize editorial and website architecture for the future of search, ensuring content is structured to win in AI-driven consumer decision journeys.

Partner with D2C, Global Brand Team, and Digital Brand Analyst for Quality Assurance and Troubleshooting on owned website to correctly launch products/campaigns and ensure consistent/accurate marketing messages and assets are reflected.

Partner with D2C and Global Digital teams to prioritize the UX roadmap, conducting QA and troubleshooting to ensure a seamless, premium consumer journey from discovery to checkout. Use A/B testing and learnings to inform CRO recommendations.

Lead product launch excellence process including master launch calendar and asset guidance on the US region’s needs, delivering work cross-functionally with Regional Merchandising, Global Product & Category Teams, and Regional Sales Teams.

Co-develop, co-own, and regularly update the US Region’s Integrated Marketing Calendar with US D2C Team and IAT partners, including key product launches, channel promos, and brand campaigns; maintain accuracy for dates and details by channel.

Scope and manage Digital Brand Agency resources (Site, CRM, SEO/Editorial), including SOW & Scope development, launch and campaign briefs, quarterly IAT strategy and tactical briefings, ROI on agency scopes, and budget management for digital brand obligations within the US Region.

Minimum Requirements

Bachelor’s Degree

5+ years of experience in Brand Marketing or Digital Marketing

Preferred Skills And Experiences

Bachelor’s Degree or Continuing Education focus on Business or Marketing

5+ years of experience managing creative agency resources and SOWs

Experience/background in website/email marketing for eCommerce brands, premium consumer brands, or lifestyle brands (relevant category experience is a plus – e.g., espresso formats)

Experience developing full-funnel integrated marketing strategies in partnership with cross-functional teams and agencies

Experience developing website strategy and executing consumer-relevant content

Deep understanding of Agentic AI and its role in the Consumer Decision Journey and as an influence in Content Development

Deep understanding of the full-funnel content ecosystem across dominant digital platforms (e.g., TikTok, YouTube) and best practices for integration into eCommerce and the Consumer Decision Journey

Experience working with eCommerce content platforms such as Contentful, PIM and JIRA

Ability to influence, inspire, and lead others—especially those outside of the Regional Brand Organization or Marketing functions

Experience leveraging data to generate marketing strategies and consumer-first solutions (e.g., GA4, Looker Studio, dashboards)

Ability to adapt quickly to a rapidly changing environment, manage multiple priorities and stakeholders simultaneously

Ability to manage multiple projects with a high degree of independence

Ability to balance high-level strategic planning with hands-on execution

What We Offer
Generous benefits package, Whirlpool employee discount, fitness and educational reimbursement programs, kitchenettes, and more. Saint Joseph/Benton Harbor locations offer a beautiful, recently renovated office space, free coffee, biking/walking trails, and access to The Eddy – Early Childhood Center (depending upon availability; additional costs may apply).

Additional Information
Whirlpool’s Ways of Working:

Benefits: Our goal is to provide an environment that helps you bring your best to Whirlpool every day. While employees in this role work in-person Monday through Friday, we offer flexibility and industry-leading time-off benefits to help balance work and life. Examples include:

Always On Flexibility – Autonomy to manage personal, family, and outside-of-work commitments as needed.

Two-Week Work from Anywhere – Minimum of one-week increments for a total of two weeks per year.

Sabbatical – Four weeks paid leave after every five years of service.

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

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