Digital Marketing Director Jobs in Michigan

Requisition ID: 71812

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 - 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 & 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 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 KitchenAid’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 consumer decision journeys.
• Partner with D2C, Global Brand Team, and Digital Brand Analyst for Quality Assurance & 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 rigorous 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 & delivery working cross-functionally with Regional Merchandising, Global Product & Category Teams, and Regional Sales Teams.
• In partnership with US D2C Team and IAT partners, co-develop, co-own, and regularly update the US Region’s Integrated Marketing Calendar – including key product launches, channel promos, and brand campaigns – maintaining accuracy for dates and details by channel.
• Scope and manage our Digital Brand Agency resources (Site, CRM, SEO/Editorial), including but not limited to: SOW & Scope development (including launches, campaigns, and experience improvements), launch and campaign briefs (Site, CRM, SEO/Editorial Content channel needs, quarterly integrated agency team (IAT) strategy and tactical briefings, driving efficiency and ROI on our 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 – i.e., 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 consideration in Content Development.
• Deep understanding of the full-funnel content ecosystem through dominant and ascendent digital platforms (i.e., TikTok, YouTube) and best practices for how they integrate into an eCommerce environment 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 Regional Brand Organization or Marketing functions
• Experience leveraging data to generate marketing strategies and consumer-first solutions (i.e., GA4, Looker Studio, Dashboards)
• Ability to adapt quickly to a rapidly changing environment, overcome challenges, and manage multiple priorities and stakeholders simultaneously
• Ability to manage multiple projects simultaneously with a high degree of independence
• Ability to flex between high-level strategic planning and ground-level tactical execution (not afraid to roll-up your sleeves and do the work)

What we offer

Generous benefits package, Whirlpool employee discount, fitness & educational reimbursement programs, kitchenettes, and more! Saint Joseph/Benton Harbor locations: Beautiful, recently renovated office space, free coffee, biking/walking trails, and access to The Eddy - Early Childhood Center (depending upon availability - additional costs required).

Additional information

Whirlpool's Ways of Working:

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 that will help you balance what’s important at work and at home, including:

• Always On Flexibility - You will have the 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 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.