Requisition ID: 63984

ABOUT WHIRLPOOL CORPORATION:

Whirlpool 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 of:

The Brand Management team promotes and maintains the brand image at local, national or international levels. Coordinates marketing strategies, including packaging, pricing, expense budgets, advertising and promotion of the brand. Develops associated advertising campaigns for the brand.

This role in summary:

The Senior Brand Manager (Retail Activation) will activate marketing strategies and campaigns, aligned with Brand priorities and an annual plan that boosts sales and brand visibility across National Retailers (THD, Lowes, Menards, BestBuy, Costco). Additionally, this leadership role will collaborate closely with Brand leaders, Sales teams, and Retailers to drive high visibility, maximize conversion rates (floor conversion), and ensure marketing initiatives are executed seamlessly, aligning with overall brand strategy and priorities.

Your responsibilities will include:

• Develop an annual activation plan (JBP) in close collaboration with the Retailer, Sales team, and Brand Marketing, ensuring alignment on priorities and strategic direction.

• Design and execute marketing campaigns and promotional activities at the retailer level (on the sales floor and retailer.com), in collaboration with key strategic channels and in alignment with the annual activation plan.

• Coordinate with Creative (World of Whirlpool) and Brand team to create marketing materials, product information, and promotional content driving high visibility and conversion at the point of purchase.

• Drive strategic partnerships to ensure partners are well-equipped with tools, resources, and training to promote brands effectively.

• Direct and develop customized retail programs for our brands with retail/shopper insights at the foundation.

• Collaborate with the Brand, Product, and Sales teams to ensure alignment and full integration of the key business priorities. Collaborate with Integrated Brand Managers to adapt Brand campaigns and localize new product launch assets.

• Analyze market trends, competitor activities, and customer feedback to inform marketing strategies (including Retailer sales by brand and region).

• Provide insights and recommendations to improve campaign effectiveness and in-store brand visibility (offline and online).

• Manage retail activation budgets, ensuring efficient allocation of resources and high ROI of investment.

• Monitor and report on the performance of marketing campaigns, adjusting strategies as needed to optimize results.

• Build and maintain strong relationships with both internal sales organizations and retail partners. Collaborate with sales and merch teams to ensure full priorities alignment and excellent retail activation.

• Drive strong connections between Brand and retail partners, ensuring that marketing efforts are effectively tailored to the specific needs and markets, and driving business growth through impactful marketing activations.

• Develop and coach direct reports to make sure they reach their maximum potential.

Minimum requirements:

• Bachelor's degree

• 8+ years of experience in brand marketing, with a strong background in retail activation and shopper marketing.

• 4+ years of experience in the retail or consumer goods industry

• 5+ years of leadership experience in managing teams and projects, demonstrating the ability to coordinate cross-functional efforts and deliver results.

• Proven experience leading JBP, in-store activation, events strategy and execution, and national channel budget.

Preferred skills and experiences:

• Master’s degree in Marketing, Business Administration, or a related field

• Proficiency in digital marketing strategies, including social media, content marketing, and online advertising

• Strong analytical skills with experience in using data analytics tools to drive marketing decisions and measure campaign effectiveness

• Demonstrated ability to develop and implement innovative marketing campaigns that resonate with target audiences

• Established relationships with key industry stakeholders, influencers, and media contacts

Additional information:

Whirlpool’s Ways of Working -

Our goal is to provide an environment that helps you bring your best to Whirlpool every day. We apply ‘always on’ flexibility to all work days. You will have the autonomy to manage personal, family, and outside-of-work commitments as needed. Employees in this role work in person Monday through Thursday with the option to work remotely on Friday. We offer other flexibility and industry-leading time-off benefits that will help you balance what’s important at work and at home, including:

• Flexible Friday - Option to work extra hours Monday through Thursday to finish up work early on Friday.

• Two-Week Work Remote 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.

#LI-KH1

Connect with us and learn more about Whirlpool Corporation. See 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.