This role in summary
As leader of the Brand Marketing team, you will be responsible for the strategic commercial presence of our mass brands (Whirlpool, Maytag, KitchenAid, and Amana) throughout North America. Responsible for brand positioning, identity, and market activation, you will lead the teams responsible for setting the north stars of upstream innovation, launching products to market, driving corporate decisions based in consumer insights, and end-to-end integrated marketing plans inclusive of national and regional retailer shopper marketing. You will apply your strong track record of integrated marketing and familiarity with the process of turning research and insights into compelling brand strategy, to lead the creation of programs that drive value and sales for our customers, and continue to build the story of our brands for consumers.
Specifically, the Senior Director will:
- Define brand strategy & cross-brand/product desired consumer experience
- Utilize consumer research & insights to drive insightful marketing programs, validate consumer concepts, support consumer claims
- Creating breakthrough campaigns through all consumer and shopper touch-points including paid, owned and earned channels
- Drive brand purpose, social marketing and storytelling
- Lead the development and execution of integrated marketing campaigns across a range of channels, including digital, social media, PR, events, advertising, and in-store
- Manage and oversee the budget for our portfolio of brands, ensuring resources are allocated effectively to maximize ROI
- Oversees the portfolio brand strategy, planning, development and performance health of marketing campaigns and activities across a portfolio
- Lead Innovation pipeline development and drive innovation calendar development to include annual launch plan and execution
- Develop a strong partnership with our Consumer Insights team to drive a deep understanding of our target consumers to ensure the consumer is at the center of everything we do.
- Acts as a key contributor in the go-to-market process and implement standard marketing best practices, identify areas to streamline processes, and evolve ways of working
- Monitor and analyze brand health and performance metrics to continually optimize and improve marketing initiatives
- Partner with internal agency group WoW studios and external creative agencies to deliver best in class, award-winning work
- Lead and develop a large team of talented marketers, building a culture of high performance
Minimum Requirements:
The ideal candidate will possess the following qualifications:
- Bachelors Degree
- Minimum of 10 years of experience in Brand Marketing
- Minimum of 5 years of people leadership experience
- Direct responsibility and ownership of media budgets
- Experience building, leading, and motivating high-performing teams
- Experience driving results in a matrixed organization
Preferred Skills and Experiences:
- MBA
- Previous Brand or Product Marketing, Strategy and Planning or Account Management experience in an internal or agency role
Whirlpool Corporation
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