Job Description

Requisition ID: 41784

Whirlpool Corporation is consistently recognized by Fortune Magazine as one of the Worlds 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.

Brand and Ecommerce Channel Manager - Gladiator

Function Overview:
Whirlpool is seeking a Brand and Ecommerce Channel Manager to work on the Gladiator brand team within the Brand & Strategy Organization. In this key role, you will be responsible for all brand and digital marketing activities as well as driving direct to consumer sales results for the Gladiator storage and organization business. .

Today, you might be meeting with the agency to discuss opportunities to showcase the brand and drive additional sales through the branded website. Tomorrow, you could be working with cross-functional partners to develop launch plans for new products and collaborate to ensure these products deliver the brand promise to consumers. This role touches digital marketing and channel sales as well as leading agencies to deliver against an annual plan.

This role is based at our Riverview Campus in Benton Harbor, MI.

Job Responsibilities

* Management of the Gladiator brand and online consumer sales channel
* Development and execution of brand strategy through brand architecture, brand positioning/target consumer, competitive strategy, Experiential Brand Language (EBL)
* Lead agency relationships across advertising, digital & PR
* Lead the Agency to develop annual marketing plan to drive brand equity, new product launch and online direct-to-consumer channel sales success
* Manage the Agency to establish and manage strategic digital initiatives across the consumer decision journey to include branded website and social media channels, develop and execute integrated media plans
* Partner with cross-functional teams on the website experience, balancing eCommerce initiatives and goals with those of other functions (such as brand, IT, customer support, supply chain, legal, etc)
* Manage and optimize site experiences, landing pages, call-to-action (CTAs), seasonal promotions and other key conversion flows to efficiently drive conversion growth
* Manage the day-to-day D2C operations and implement prioritized tactics to maximize
* sales and profitability
* Use qualitative and quantitative sources of data, partnering with the analytics and insights teams as needed, to develop and execute conversion rate optimization strategy and testing plan. Drive a deep understanding and empathy for the consumer
* Own development and optimization of all brand creative and manage effective and consistent creative integration across all consumer touchpoints
* Responsible for overall marketing communications/launch activities for new products
* Partner with sales team to support go-to-market needs and lead day to day agency relationship to drive integrated marketing strategies and communications
* Partner with Consumer Insights team to develop brand leadership scorecards and actionable insights
* Manage brand budget across multiple agencies and consumer touch points
* Work with product teams to ensure brand differentiation of features and claims and aesthetics are met
* Drive a superior, actionable understanding of consumers throughout the organization including segments, insights, purchase drivers and behaviors.

Minimum Requirements

* Bachelor's degree
* 5+ years of experience in brand or digital marketing or eCommerce channel management
* CPG (Consumer Packaged Goods) or consumer-focused experience in brand marketing, developing/leading direct-to-consumer websites/enhancements and/or driving traffic and executing marketing campaigns to increase revenue

Preferred Requirements

* Bachelor Degree in Marketing or Digital Marketing or MBA
* Firm grasp of marketing methods and processes, and a proven ability to launch new products, ensuring product growth
* Experience with Amazon or other marketplace platforms
* Excellent analytical skills and data-driven decision-making with experience using vendor data analysis tools to measure ecommerce strategy success
* Experience in setting up and optimizing Google Adwords campaigns
* Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns
* Strong consumer focus
* Exceptional communicator with strong interpersonal skills and presentation skills
* Dynamic motivator/leader, relationship builder and the ability to drive negotiations
* Ability to manage multiple projects simultaneously and resilience to work in a highly dynamic and fast-paced environment

RSRWH

Whirlpool Corporation (NYSE: WHR) is the worlds 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 whirlpoolcorp.com.

Nearest Major Market: Niles
Nearest Secondary Market: South Bend
Job Segment: Branding, Brand Manager, Advertising, Supply Chain Manager, Manager, Marketing, Operations, Management