Digital Marketing Manager, Brand - KitchenAid SDA

Requisition

Whirlpool Corporation (NYSE: WHR) is a leading home appliance company, in constant pursuit of improving life  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, Kitchen Aid, Jenn Air, Maytag, Amana, Brastemp, Consul, and In Sink Erator . In 2024, the company reported approximately $17 billion in annual sales - close to 90% of which were in the Americas - 44,000 employees, and 40 manufacturing and technology research centers.

As a member of the Kitchen Aid Small Domestic Appliances (SDA) team, you will inspire our consumers to Make More Than Meals™ with a life lived hands‑on. Kitchen Aid 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, Kitchen Aid offers exciting career opportunities and a truly rewarding experience.

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 Kitchen Aid brand, blending strategic brand storytelling with digital product management to transform  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 & execution of full‑funnel integrated marketing plans to shepherd consumers from consideration to conversion.

• 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 Kitchen Aid’s ‘Make More Than Meals™’ brand platform, brand voice, and brand design standards.
• Develop and execute our owned site experience, inclusive of but not limited to:
  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 Customer Relationship Management (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 our key product categories and battlegrounds.
• Drive the development and measurement of Digital Brand KPIs – aligned to Regional Brand Health KPIs and Objectives – and track, iterate, and improve Digital Brand’s performance.
• Integrate and collaborate with a variety of cross‑functional teams, inclusive of but not limited to: US region’s Direct To Consumer (D2C) Team, Global D2C Team, Global Brand Team (Category Management), Regional Merchandising Team, US Major Domestic Appliances Teams, US & Canadian Brand Marketing teammates on website experience improvements, UX priorities, CRM strategy, audience segmentation, and consumer relationship management strategy in order to drive efficiencies and consistent brand and product communications.
• In partnership with D2C and Global Category Teams, drive Digital Brand’s role in Kitchen Aid’s AI‑Led Content Strategy. Optimize our editorial and website architecture for the future of search, ensuring our ‘Pinch of Help’ blog and site content are structured to win in Agentic AI and LLM‑driven…