Marketing Manager KitchenAid SDA

Requisition ID: 72963

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.

The team you will be a part of

The Nordic KitchenAid SDA team.

This role in summary

The Nordic Marketing Manager for KitchenAid Small Domestic Appliances (SDA) is a hybrid strategic and hands-on role responsible for driving brand growth and execution excellence across the Nordic region. Acting as the central "spider in the net," you will combine high-level brand management with marketing activation to translate central EMEA marketing strategies into impactful local plans.

This role is responsible for developing and executing marketing strategies across multiple categories to enhance brand equity and visibility, accelerate PR and influencer strategies, optimize retail execution, and drive sustainable growth. You will serve as the key link between the Central EMEA Marketing team and the regional Sales team while managing a network of external stakeholders.

Your responsibilities will include

Strategic Brand & PR & Influencer Management

• Translate EMEA brand initiatives and launch plans into localized Nordic marketing strategies.

• Manage external agencies, setting yearly Scope of Work (SOW) and monitoring execution via internal KPI tracking.

• Direct local PR, social media and influencer strategies aligned with central guidelines

• Oversee yearly marketing investments across channels and provide strategic briefs for agencies .

Trade Marketing & Channel Activation

• Develop and execute cross-category trade marketing plans aligned with overall business objectives.

• Responsible for developing and executing go-to-market plans for launches and key brand initiatives

• Partner with Sales to create tailored activation plans and marketing initiatives for key retail partners, both in-store and online.

• Define key performance indicators (KPIs) and measure campaign effectiveness to optimize performance.

• Act as a trusted advisor to customers and Sales, co-creating joint marketing and category plans.

Retail Execution & POS

• Aligned with central guidelines, ensure best-in-class execution across all retail channels.

• In collaboration with the central team, manage the full lifecycle of POS and Display materials, from budget control to in-store execution.

• Optimize digital assets, banners, and promotional content for online retailers.

• Ensure all marketing and promotional materials align with brand guidelines and retailer requirements.

• Manage merchandising activities in store through external agencies

Product & Portfolio Management

• Own the Nordic Product Plan, coordinating phase-in and phase-out schedules with Central Category Managers.

• Align marketing efforts with the brand, category, and commercial strategies.

• Serve as the subject matter expert for new product launches, leading regional team briefings and training sessions.

• Collaborate with e-commerce teams to optimize digital assets, banners, and product visibility on retailer sites.

Analysis & Reporting

• Monitor competitor activities and industry trends to identify risks and opportunities for growth.

• Maintain and analyze key reporting tools for quarterly sales, distribution, and market share.

• Manage the marketing budget in close collaboration with Finance and central teams.

Minimum requirements

• Experience: 5 years of experience in Trade, Retail, or Category Marketing. Previous experience in small domestic appliances or premium consumer goods is highly preferred.

• Agency Management: Proven track record of managing external partners, including PR, media, and merchandising agencies.

• Analytical Skills: Data-centric approach with the ability to utilize market insights and sell-out data to justify investment decisions and create GTM plans.

• Communication: Excellent project management and communication skills; ability to thrive in a complex matrix organization.

• Language: Fluency in English and at least one Nordic language is preferred for effective local stakeholder management.

• Technical Knowledge: Strong understanding of digital and SoMe marketing, e-commerce trade marketing, and retail execution and merchandising.

What we offer

Join our well-structured and consolidated team at KitchenAid, where collaboration and excellence are deeply valued. You'll thrive in an international environment offering global career opportunities. Enjoy a supportive team spirit and positive atmosphere that fosters growth and innovation. Immerse yourself in our vibrant international culture, becoming a true KitchenAid'er who contributes to our collective success!

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.