Manager, Consumer Insights; Brand

About Whirlpool Corporation

Whirlpool Corporation (NYSE: WHR) is a leading home appliance company, in constant pursuit of improving life  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, Kitchen Aid, Jenn Air, Maytag, Amana, Brastemp, Consul, and In Sink Erator . 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

Requisition : 69756

Whirlpool is seeking qualified candidates for a Manager, Consumer Insights (Brand). This role can be based in Riverview, MI or World of Whirlpool in Chicago.

The Manager is responsible for supporting Whirlpool’s brand marketing priorities by representing the voice of the marketplace in all key commercial decisions, and will lead the design and management of primary research projects (both qualitative and quantitative) in support of Whirlpool commercial initiatives. This role sits within the Brand organization in the North American region, supporting our full portfolio of North American major appliance brands (Whirlpool, Maytag, Kitchen Aid, Amana, Jenn Air) across the Laundry, Refrigeration, Cooking, and Dishwasher categories.

The Brand team promotes and maintains the brand image at local and national levels, coordinating marketing strategies, including pricing, expense budgets, advertising and promotion of our brands.

• Lead, design, and manage primary research projects, both qualitative and quantitative, in support of Brand Marketing initiatives
• Partner with the Brand team to identify and incorporate the right consumer insights at the right time to address strategic initiatives
• Enable conversion from insights to action by building strong business and cross‑functional relationships to become a critical component of the Brand organization
• Build clear concise insights summaries across brands and product categories as feasible, that can be socialized across the commercial organization
• Explore, summarize and synthesize data (e.g., attributes, transactional, behaviors, etc.) to draw conclusions and make recommendations resulting in actionable strategies – what, so what, now what
• Manage Brand market research spending to be on time, on budget
• Lead education and training (e.g., empathy building/insights, research methods, brand segments)
• Drive exposure to new methods, trends and future forecasting

• Bachelor’s degree
• 5+ years of experience in leading and managing primary consumer research design, execution, reporting, vendor management, and budgeting

• Master’s Degree in Marketing, Business Administration, Decision Science, Economics, Marketing Research, Behavioral Psychology, or Social Sciences
• Brand specific experience within Durable Goods categories
• Storytelling:
  Translating data into clear, compelling narratives and recommendations for stakeholders
• Analytical
  
  Skills:
  
  Interpreting complex data, statistical modeling, problem‑solving, attention to detail, drawing actionable insights
• Strategic thinking agility:
  Connecting insights to business goals, developing brand strategy, influencing decisions
• Microsoft Office, Google Suite

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).

• Always On Flexibility – Autonomy to manage personal, family, and outside‑of‑work commitments as needed
• Two‑Week Work from Anywhere – Minimum one‑week increments for a total of two weeks per year
• Sabbatical – Four weeks paid leave after every five years of service

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.