Requisition ID: 64367ABOUT WHIRLPOOL CORPORATIONWhirlpool Corporation (NYSE: WHR) is a leading kitchen and laundry appliance company, in constant pursuit of improving life at home and inspiring generations with our brands. 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 2023, the company reported approximately $19 billion in annual sales, 59,000 employees, and 55 manufacturing and technology research centers. Additional information about the company can be found at WhirlpoolCorp.com.The team you will be a part ofThe Director of Brand Marketing for the Whirlpool brand will play a crucial leadership role on the Brand Marketing team. The team is responsible for the strategic commercial presence of our mass brands (Whirlpool, Maytag, KitchenAid, and Amana) throughout North America. This team handles brand positioning, identity, campaign strategy, development and market activation by driving upstream innovation, launching products, making brand decisions based on consumer insights, and developing comprehensive marketing plans, including direct to consumer and national and regional retailer activation. They transform research and insights into compelling brand strategies, creating programs that drive value and sales for our customers while continuing to build the story of our brands for consumersThis role in summaryThe Director of Brand Marketing, is the architect of the Whirlpool brand’s future, leading brand strategy and execution across all touchpoints. In this role you will steward the brand, ensuring its relevance, resonance and success in the marketplace. Driving business growth and high brand preference across key consumer target audiences through cross-functional collaborationYour responsibilities will include
Design and drives brand strategy, ensuring that all marketing efforts are aligned with brand’s vision, mission, and values.
Lead Integrated Brand Marketing and Product Content teams and provides strategic input to activation, media and social media teams.
Own Integrated Brand Plan (part of Integrated Commercial Plan), partnering with portfolio and channel teams to build winning strategies and tactics.
Ensure brand consistency in brand messaging, visuals, and experiences across all touchpoints and channels.
Create meaningful connections with consumers through compelling storytelling, engaging content and fully integrated activation.
Foster environment with Consumer-First mindset by deep understanding of consumer behavior, needs, drivers, pain points and preferences.
Develop learning plan to make sure understanding of changing consumers/competitive landscape.
Drive brand growth through attracting new consumers, making existing. consumers to buy more (cross selling) or to buy higher price point products (trade up).
Collaborate with portfolio, channel, sales, digital teams to make sure full alignment and activation excellence.
Own tracking and reporting on brand and campaign performance.
Recommends performance optimization actions to make sure maximum ROI.
Provides strategic direction for the launch strategy and tactics focused on New Product Launches.
Ensures quality of marketing and communication objectives in partnership with product marketing.
Aligns brand priorities in collaboration with portfolio marketing
Collaborates with Activation teams (Retail and Regional Channel) to ensure winning execution.
Provide input to digital and insights priorities.
Minimum requirements
Bachelor's Degree
Minimum of 10 years of marketing experience, preferably in Brand Marketing
Minimum 3 -5 years of people leadership experience
Experience driving results through a matrix environment
Direct responsibility and ownership of media budgets
Proven experience owning campaign development process, framework, and governance structure
Preferred skills and experiences
MBA or Masters in a relevant field
Attributes
Advanced degrees or certifications
Preferred education
Connect with us and learn more about Whirlpool CorporationSee what it's like to work at Whirlpool by visiting Whirlpool Careers (http://www.whirlpoolcareers.com/) . Additional information about the company can be found on Facebook (http://www.facebook.com/WhirlpoolCorp/) , Twitter (http://twitter.com/whirlpoolcorp) , LinkedIn (http://www.linkedin.com/company/whirlpool-corporation/life/) , Instagram (http://www.instagram.com/whirlpoolcorp/) and YouTube (http://www.youtube.com/user/WhirlpoolCorporation) .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.#LI-MB3
