Senior Analyst, Brand Management (Ciudad Apodaca)

About Whirlpool Corporation

Whirlpool Corporation (NYSE: WHR) is a leading kitchen and laundry appliance company, in constant pursuit of improving life at home and inspiring generations with our brands. 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 ****, the company reported approximately $19 billion in annual sales, 59,000 employees, and 55 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 Brand Management team promotes and maintains the brand image at local, national or international levels. Coordinates marketing strategies, including packaging, pricing, expense budgets, advertising and promotion of the brand. Develops associated advertising campaigns for the brand.

This role in summary

Own the development and orchestration of the digital & media strategy for our brands in LAR North. Focus on: Brand positioning in a digital context—translate each brand's value proposition into channel-specific narratives. Customer-journey intelligence—map audiences, touchpoints and triggers to recommend the optimal media mix (ON & OFF) and tactics. KPI governance & budget performance—define success metrics, supervise digital-media spend and turn analytics into tactical decisions. Agency & cross‑functional leadership—partner with Digital, Media & e‑Commerce teams plus external agencies to deliver best‑in‑class executions. Channel scope—social platforms, brand websites, e‑mail/CRM, search, programmatic, retail media and traditional placements that amplify digital.

Your responsibilities will include

1. Develop channel roadmaps that translate the Integrated Media annual strategy into concrete objectives, flighting plans, and channel mixes for each brand and market.
2. Craft insight‑driven campaign briefs that merge social listening, MMM outputs, retail data, and cultural trends to inspire agencies and internal creative teams.
3. Design end‑to‑end consumer journeys (OFF & ON) mapping mass‑media touchpoints to PDPs/CRM flows, documenting required assets, tags, and success metrics.
4. Understand and interpret real‑time dashboards (Looker Studio, Power BI, GA4) tracking spend, reach, efficiency, brand‑lift, and sales contribution across all paid and owned channels.
5. Lead weekly performance reviews with agencies and internal stakeholders, highlighting red/green flags, issuing optimisation actions, and updating pacing vs. budget.
6. Collaborate with the Digital Communications Playbook—tone‑of‑voice guidelines, community‑management SLAs, escalation paths, and crisis‑response protocols—ensuring adherence in every market.
7. Steward digital & media budgets: monitor POs, reconcile invoices, forecast spend, and recommend reallocations to maximise marginal ROAS and minimise under‑delivery.
8. Design and execute learning agendas (A/B, incrementality, creative & bid‑strategy tests); quantify lift and embed learnings into future planning cycles.
9. Correlate engagement to business outcomes by modelling relationships between social signals, site behaviour, offline sales, and brand‑health KPIs to steer content and media decisions.
10. Package executive‑ready storytelling—one‑pagers, dashboards, and presentation decks that convert complex analyses into clear recommendations for senior leadership.
11. Mentor junior staff and agency teams on analytics, KPI interpretation, and best practices, while continuously scanning competitor moves and platform changes to fuel innovation.

Preferred skills and experiences

• More than 5 years experience in digital media and brand management.
• Bachelor's degree in Marketing, Advertising, Communications or Business.
• Strong written and verbal communication skills.
• Problem‑solver mindset.
• Process‑oriented and detail‑focused.
• Empathy with consumers and ability to understand problems.
• Decision‑making capabilities.

Equal Employment Opportunity

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.