Company: Whirlpool Corporation
Location: Benton Harbor
Posted on: November 22, 2021
Whirlpool Corporation (NYSE: WHR) is committed to being the best
global kitchen and laundry company, in constant pursuit of
improving life at home. In an increasingly digital world, the
company is driving purposeful innovation to meet the evolving needs
of consumers through its iconic brand portfolio, including
Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht,
JennAir, Indesit and Yummly. In 2020, the company reported
approximately $19 billion in annual sales, 78,000 employees and 57
manufacturing and technology research centers.Whirlpool Corporation
is consistently recognized by FORTUNE as one of the World's Most
Admired Companies. Our values are the driving force behind
everything we do. Integrity, Respect, Inclusion & Diversity, One
Whirlpool, and Spirit of Winning propel our teams to excellence.
Get to know us and see what it's like to be part of a company that
is in constant pursuit of improving life at home.
This role is Summary:The head of CRM is responsible for Customer
Relationship Management (CRM) strategy formulation, implementation
and measurement across various businesses at Whirlpool. This role
contributes heavily to the growth of the business's site traffic
and revenue, working closely with technical, content, and
E-commerce & brand leads developing and implementing appropriate
strategies to deliver on business objectives. Traffic and sales
will be achieved through scaled audience targeting and automation.
This position plays a key role in formulating and executing the
best and most efficient email, sms, and direct mail strategies,
including building advanced predictive models that inform and
define audience segments, activating new martech capabilities for
automation, and establishing a regular cadence of email design
optimizations, editorial planning, and measurement/reporting. This
individual will be responsible for managing direct reports,
responsible for day-to-day tactical implementation including:
creative design & development, email and direct mail deployment,
overall channel measurement, and activation of new martech
capabilities. This person will also be accountable for
investment/revgen and performance/outlook management for this
discipline & team. The entire team is ultimately responsible for
discovery of new growth opportunities, and presenting to
cross-functional teams. This is a high-profile position that
interacts across all .com teams and at various levels in a
fast-paced, ever-changing environment. A successful candidate will
demonstrate an advanced understanding of CRM strategy & tactics,
content marketing, audience modeling, as well as take a
straightforward approach to the CRM industry and future of this
discipline. He or she must have prior management experience with
excellent analytic capabilities, keen business judgment, and the
ability to work comfortably in a fast-paced environment. This
position offers remote work opportunity. Your responsibilities will
- Lead accountable for team ideation & execution of CRM strategy,
management, activation & reporting across Whirlpool Corporation
portfolio of brands. Deliver a robust email automation plan to hit
- Be the thought leader and subject matter expert in this
discipline - define the right strategy and measurement plan to
deliver on business objectives.
- Lead team through bi-weekly sprint planning, who is responsible
for prioritizing the backlog, clarifying user stories and
acceptance criteria, and using collaboration tools (e.g. Jira,
Confluence, and Smartsheets) to facilitate WIP.
- Develop a value-creating and Customer Experience (CX) focused
(batch/ad hoc and drip/automation) communication strategy activated
through email, SMS, and direct mail to create an ongoing, relevant
connection with consumers and improved lifetime value.
- Lead audience strategy & development for email, direct mail,
and SMS; lead team to work with content, growth, and conversion
leads to drive creative development and message set-up.
- Build an aligned on, always-on promotional strategy leveraged
across digital channels to convert prospects to buyers and buyers
to repeat buyers. Establish a test and learn approach to understand
consumer responses to marketing messages and incentives along the
buying journey; analyze effectiveness and profitability.
- Manage multiple agency relationships across analytics,
creative, campaign management, and deployment to bring promotional,
lifecycle, and journey experiences to life.
- Drive eCommerce customer loyalty strategy; define the loyalty
opportunities in this space, and strategy with the goal of driving
& measuring customer retention and profitability.
- Work cross functionality to evolve technology and operations to
support the vision and deliver the consumer value proposition.
- Define KPIs and business objectives of the CRM programs;
develop metrics and reports, including a weekly scorecard for KPI
tracking. Measure campaigns and deliver meaningful real-time
insights. Leverage insights and industry trends to optimize
strategies and tactics. MINIMUM REQUIREMENTS:
- Bachelor's Degree in Marketing, Communications, Computer
Science or Business
- 4+ years' experience managing CRM programs across email and/or
paid media platforms.
- 2+ years' experience managing multiple teams (direct and
indirect) and projects
- Experience managing & segmenting first-party (1P) data
audiences Preferred skills and experiences:
- Digital certifications
- Experience in eCommerce industry
- Familiar with agile methodologies including scrum management
via project planning tools such as Jira
- Leadership to drive product excellence and garner team
- Written and verbal communication skills
- Direct mail experience
- Product experience with Adobe Marketing Cloud
RSRWHConnect with us and learn more about Whirlpool CorporationSee
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.At Whirlpool Corporation,
we value and celebrate diversity. 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.
Keywords: Whirlpool Corporation, South Bend , CRM Manager, Executive , Benton Harbor, Indiana
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