The team you will be a part of

In this role, you would join the KitchenAid Direct to Consumer team, a passionate, strategic, and innovative group dedicated to the brand's small appliances. This fast-paced and collaborative team is leading the charge in transforming our digital experiences and technology to deliver strong business results. From the iconic stand mixer to blenders, espresso machines, grain & rice cookers, and an entire suite of cordless appliances, this team works across brand, digital, merchandising, supply chain, and product to bring our most exciting products directly to customers.

This role in summary

KitchenAid Small Appliances is currently seeking qualified and passionate candidates for our Direct-to-Consumer (D2C) Audience Strategy role. This person will develop and bring our D2C Value Prop strategy to life, with the ultimate goal to drive an optimal consumer experience and maximize growth for our business. This role is fully onsite, 5 days per week, and is located at our Global Headquarters in Benton Harbor, Michigan. 

The owner of Audience Strategy will elevate our digital presence and create a premium, personalized shopping experience for various data-driven audiences. This role is crucial for bridging online shopping journey gaps, removing friction points, and capitalizing on opportunities to enhance customer satisfaction. You will lead the creation and execution of a comprehensive data-led audience and content strategy that integrates seamlessly with our digital experience goals. #LI-DD1

Your responsibilities will include

• Experience Vision & Strategy: Create and execute a digital audience experience strategy to boost existing customer retention, and overall conversion across our brand site and marketing channels. Emphasize strategies for acquiring, nurturing, converting, and retaining customers, leaning into our D2C value proposition vision.

• Data-Driven Audience Building: Lead the development of 1P & 3P audience modeling and segmentation, driven by detailed audience use case development and data partnership management, leveraging our LiveRamp CleanRoom capabilities. This includes identifying 3P data marketplace or licenses to enrich our 1P audience data, owning the segmentation and measurement of audiences and campaigns across media, email, direct mail and site, and unlocking automated flows for customer retargeting and retention using marketing technology, AI and ML.

• Content and Messaging Strategy: Develop a strategic plan for the unique audience-relevant content, messaging, and communication channels that will effectively reach and engage specific audience segments.

• Performance Measurement: Evaluate the performance of audience journeys and content assets, and use insights to personalize and strategically deploy content to different audiences. Leverage data to continuously refine and optimize content and media effectiveness.

• Digital Data Management: Oversee our digital martech use cases and roadmap, including audience data strategy, and martech RFPs, use cases definitions and requirements for further integrations. 

• Execution & Optimization: Drive the execution of digital audiences and content strategies, leveraging data-driven insights for continuous improvement. Analyze key performance metrics to achieve strategic objectives.

• Martech Management: Utilize and be the owner of our marketing technology (MarTech) tools to seamlessly execute and optimize the customer journey, enhancing personalization, tracking engagement, and improving overall effectiveness at each stage.

• Collaboration: Partner with brand, creative, and marketing teams to brief, develop, and deploy capabilities and assets that effectively bring experiences to life on the website. Ensure that all content aligns with key messages and goals, and delivers a cohesive user experience. Coordinate closely with the Sr. Manager, Global Digital Platform and Sr. Managers of US and Global Brand Marketing to ensure alignment and synergy across global digital initiatives.

Minimum requirements

• Bachelor’s degree 

• 8+ years of experience in Digital Marketing, CRM/Audience Marketing, eCommerce, and/or Digital Strategy

Preferred skills and experiences

• Bachelor's Degree in Marketing and/or Business

• MBA

• Google Marketing Platform (GMP), LiveRamp CleanRoom, or other audience management capability know-how and/or direct experiences

• Highly analytical, can identify insights from data points, and make quick decisions

• CRM (Customer Relationship Management) Software: Experience with systems like Braze and Adobe Campaign to manage consumer data

• Content Management Systems (CMS): Knowledge of platforms like Contentful, Hubspot, or Adobe for optimizing content

• A/B Testing and Optimization Tools: Experience with tools like VWO or Optimizely to test and refine strategies

• 2+ years total work experience in a business environment, including cross-functional roles

• 6+ years of experience managing/implementing various Digital Marketing tactics, including content/technical, 1P audience modeling/segmentations, Digital content, Martech management, Performance marketing

• Strong leadership and collaboration skills; history of establishing strong culture and relationships

• Experience creating an optimized digital experience using Martech

• Highly analytical with proficiency in data analysis and reporting

• High personal accountability over business results, relentless pursuit of achieving goals, and ownership of results

• Continuous improvement mindset; always working to improve efficiency

• Experience translating leadership objectives into prioritized initiative roadmaps and tactical plans

• Effective communicator across multi-functional teams

• Experience with setting goals, hypothesizing improvements, optimizing, and measuring progress/success

• Cleanroom audience management is a plus

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, barista bar, 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.