KitchenAid Brand Media Manager

Whirlpool Corporation; Chicago (IL); On-site; USD 72,000 - 145,000; Full time

Benefits offered by this job

Generous benefits package

Whirlpool employee discount

Education reimbursement

Job summary

Whirlpool Corporation is seeking a strategic Brand Manager for KitchenAid Small Appliances in the US market. You will own brand media planning, channel programming, and measurement, bridging upper-funnel brand activities with lower-funnel performance marketing to drive efficiency and growth.

As the central media authority, you will manage the US small appliances annual working media budget, steward agency resources, and craft learning agendas.

Qualifications

• Minimum: Bachelor's Degree and 5+ years in media planning/analytics.
• Experience in brand marketing, media planning/analytics within CP​G or premium brands.

Responsibilities

• Lead full-funnel media strategy, planning, and measurement across campaigns.
• Coordinate with Brand Media, D2C, and Shopper Marketing teams to optimize spend.
• Manage agency relationships and annual statements of work.
• Own learning agendas, brand lift and MMM studies, and attribution metrics.

Skills

Media planning analytics

Brand marketing experience

Education

Bachelor's Degree

Job description

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.

This Role In Summary

Information about the company can be found at WhirlpoolCorp.com.

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 Authorizations, and process POs and invoices.

Minimum Requirements

• Bachelor's Degree
• 5+ years of experience in media planning and media analytics

Preferred Skills And Experiences

• Experience in brand marketing, media planning, and/or media analytics within a CPG, consumer electronics, or premium lifestyle brand environment

Budget Management, Agency Management, and Measurement Expertise

• Strong attention to detail and follow through
• Strong communication skills, written and oral
• Ability to ask great questions and process information quickly and conceptually
• Ability to problem solve and make strategic sound decisions
• Ability to influence and lead others, including those outside of marketing function
• Experience leveraging data and trends to generate insights and transform them into marketing strategies

Compensation: $72,450 - $144,900 + Annual Bonus

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

Benefits

Our goal is to provide an environment that helps you bring your best to Whirlpool every day. 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.

Connect with us and learn more about Whirlpool Corporation

See what it's like to work at Whirlpool by visiting Whirlpool Careers. Additional information about the company can be found on Facebook, Twitter, LinkedIn, Instagram and YouTube.

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.