KitchenAid Brand Media Manager at Whirlpool Corporation in Chicago, IL

Job description

Requisition ID: 73614 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 2025, the company reported approximately $16 billion in annual net sales - close to 90% of which were in the Americas - 41,000 employees, and 35 manufacturing and technology research centers. Additional information about the company can be found at WhirlpoolCorp.com . This role in summary KitchenAid Small Appliances is seeking a strategic and data-driven Brand Manager to own and lead brand media planning, channel programming, and media measurement for our US Small Appliances division. As we advance our full-funnel marketing approach, this role is critical in bridging upper-funnel brand media with lower-funnel performance marketing to drive holistic efficiency. You will serve as the central media authority for the brand, managing KitchenAid US’s annual working media budget, steering our Paid Media agency resources, and acting as the architect of our measurement and learning agendas. The core mandates for this role include driving integration and collaboration between our creative and media agencies, innovating our retailer/commerce media strategies to elevate our presence and increase our impact with shopper marketing, and harnessing the power of creator/influencer channels to win younger demographics and social-first audiences. Ultimately, your work in modeling and demonstrating media ROI will be essential in stewarding and extending the brand media budgets that fuel our growth. Your responsibilities will include Media Strategy & Agency Management Full-Funnel Media Planning & Measurement: Brief, review, and approve annual, quarterly, and campaign-level media strategy and tactical executions. Ensure seamless alignment between Brand Media and D2C Performance Media and Audiences, as well as Brand Media and Shopper Marketing teams to capitalize on shared agency resources and full-funnel efficiency. Commerce Media Strategy: Partner with agencies and team members to implement lower-mid funnel media programs through Retail Media Networks intersecting our key trade partners and their digital ecosystems. Agency Management and Statements of Work: Directly manage our Paid Media agency of record and annual statements of work Measurement, Analytics & Infrastructure Measurement Strategy: Own the brand’s learning agenda, including campaign diagnostics, brand lift studies, sales lift studies, and creative effectiveness tracking. Attribution: Track Brand Media’s downstream impact on both D2C revenue and Retailer/Trade performance. Brand Health & MMM: Support Brand Health Study and Marketing Mix Modeling (MMM) in partnership with Consumer Insights and Marketing Intelligence teams. Identify key insights and action recommendations through the Media Planning agency to drive continuous improvement and efficiency. Tech Infrastructure: Own infrastructure investments and the annual SOW for measurement tools and data that support our full-funnel media measurement, efficiency, and closed-loop attribution - including, but not limited to third party consumer data sources, data collaboration, clean rooms, and retailer transaction data. Creative Integration & Budget Operations Creative & Media Synergy: Partner closely with our regional creative agency of record (World of Whirlpool). Drive integration of creative and media planning—ensuring we work further ahead on the production, delivery, and flighting of campaigns, resulting in greater efficiency through optimization of media assets. Financial Stewardship: Own Brand Media budgets. Manage Media Planning & Measurement SOWs, submit Media Buying Auth