Director Brand Management, Latin America (70984)

Requisition ID:

70984

About Whirlpool Corporation

Whirlpool Corporation (NYSE: WHR) is a leading home appliance company, in constant pursuit of improving life at home. As theonly 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 2024, the company reported approximately $17 billion in annual sales - close to 90% of which were in the Americas - 44,000 employees, and 40 manufacturing and technology research centers. Additional information about the company can be found at WhirlpoolCorp.com.

This role in summary

The Director Brand Management, Latin America leads the team responsible for the strategic presence of mass brands (Whirlpool, Maytag, KitchenAid, Amana, and Acros) across the LAR North (Mexico, Caribbean, Central America, Colombia, Ecuador) and LAR South (Argentina, Uruguay, Paraguay, Bolivia, Chile, and Perú) regions. The team manages brand positioning, campaign strategy, and market activation through consumer insights, product launches, and comprehensive marketing plans for direct-to-consumer and retail channels.

The Director of Brand Management architects brand strategy and execution across all touchpoints, ensuring market relevance and resonance. This leader drives business growth and consumer preference through cross-functional collaboration and comprehensive expertise in all facets of Brand Management to ensure success across diverse Latin American markets.

Your responsibilities will include

• Brand Stewardship & Product Alignment: Act as the primary steward of the Whirlpool Brands across LAR North & LAR South. Design and drive brand strategy, ensuring that all marketing efforts are aligned with the brands’ vision, mission, and values across touchpoints.

• Own Integrated Brand Plan (part of Integrated Commercial Plan), partnering with portfolio and channel teams to build winning strategies and tactics.

• Regional Strategic Planning: Develop and execute long‑term brand strategies specific to the regions in scope, defining target customer segments, evolving brand guidelines, and positioning the portfolio to maximize market penetration and relevance.

• Full-Funnel Brand Management: Oversee and integrate all critical brand functions:

  • Consumer Insights: Create meaningful connections with consumers through compelling storytelling, engaging content and fully integrated activation and Develop learning plan to make sure understanding of changing consumers/competitive landscape.

  • Passion for Consumers : Foster environment with Consumer-First mindset by deep understanding of consumer behaviour, needs, drivers, pain points and preferences.

  • Media & Digital Marketing: Lead Integrated Brand Marketing and Product Content teams and provide strategic input to activation, media and social media teams.

  • Brand and Trade Designs: Ensure brand consistency in brand messaging, visuals, and experiences across all touchpoints and channels.

  • Brand Health & Equity: Continuously monitor and manage brand health metrics, including awareness, consideration, and equity, implementing corrective actions as needed.

  • Consumer Decision Journey : Drive brand growth through attracting new consumers, making existing. consumers to buy more (cross selling) or to buy higher price point products (trade up).

• Campaign Leadership: Lead the creation and supervision of regional marketing, advertising, and creative campaigns, ensuring strict alignment with global brand voice while optimizing for local cultural nuances.

• Marketing Measurement: Monitor brand health, track the return on investment (ROI) of regional campaigns, and analyse competitor activity using robust analytics and market research specific to LAR North markets.

• Cross-Functional & Regional Leadership: Collaborate with portfolio, channel, sales, digital teams to make sure full alignment and activation excellence.

• Budgeting & Agency Management: Manage the regional marketing and creative budget, including strategic oversight of vendor and agency relationships within the LAR North & LAR South. Own tracking and reporting on brand and campaign performance.

Minimum requirements

• Bachelor’s Degree in Marketing, Business, Communications, or a related field.

• Minimum 10 years of progressive experience in marketing, branding, or advertising.

• Minimum 3 - 5 years of people leadership experience.

• Minimum 3 years of proven experience owning complex marketing budgets.

• Proven success in managing external vendors and partners.

• Experience in managing marketing and brand initiatives across multiple Latin American markets, ideally within the consumer goods or home appliance industry.

Preferred skills and experiences

• MBA or advanced degree preferred.

• Deep expertise in the full Brand Management spectrum, including Consumer Insights, Digital Marketing (SEO/SEM, Social, E-commerce), Media Strategy, and Brand Health Measurement.

• Exceptional blend of analytical skills (market forecasting, data analysis) and strategic vision to translate insights into impactful regional strategies.

• Familiarity with CRM (e.g., Salesforce), advanced analytics platforms (e.g., Google Analytics, Adobe Analytics), and market research tools.

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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.

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