Responsibilities

• Act as the primary Brand Steward for the US D2C ecosystem, ensuring that every touchpoint—from high-level brand campaigns to transactional emails—adheres to KitchenAid’s 'Make More Than Meals™' brand platform, brand voice, and brand design standards.
• Develop and execute our owned site experience, inclusive of but not limited to: Regional Brand Campaigns, New Product Launches, Category Landing Pages, Product Detail Pages, Post-Purchase Experience Zones, Guided Commerce Experiences, Homepage Content, and continuous updates/optimizations in accordance with our Integrated Marketing Calendar.
• In partnership with US D2C Team, co-develop and execute our owned Customer Relationship Management (CRM) strategy for email/SMS, inclusive of education, inspiration, consumer onboarding comms, long-term engagement, audience strategy and segmentation planning; aligned to the consumer decision journey for our key product categories and battlegrounds.
• Drive the development and measurement of Digital Brand KPIs – aligned to Regional Brand Health KPIs and Objectives – and track, iterate, and improve Digital Brand’s performance.
• Integrate and collaborate with a variety of cross-functional teams, inclusive of but not limited to: US region’s Direct To Consumer (D2C) Team, Global D2C Team, Global Brand Team (Category Management), Regional Merchandising Team, US Major Domestic Appliances Teams, US & Canadian Brand Marketing teammates on website experience improvements, UX priorities, CRM strategy, audience segmentation, and consumer relationship management strategy in order to drive efficiencies and consistent brand and product communications.
• In partnership with D2C and Global Category Teams, drive Digital Brand’s role in KitchenAid’s AI-Led Content Strategy. Optimize our editorial and website architecture for the future of search, ensuring our 'Pinch of Help' blog and site content are structured to win in Agentic AI and LLM-driven consumer decision journeys.
• Partner with D2C, Global Brand Team, and Digital Brand Analyst for Quality Assurance & Troubleshooting on owned website to correctly launch products/campaigns and ensure consistent/accurate marketing messages and assets are reflected.
• Partner with D2C and Global Digital teams to prioritize the UX roadmap, conducting rigorous QA and troubleshooting to ensure a seamless, premium consumer journey from discovery to checkout. Use A/B testing and learnings to inform CRO recommendations.
• Lead product launch excellence process including master launch calendar and asset guidance on the US region’s needs & delivery working cross-functionally with Regional Merchandising, Global Product & Category Teams, and Regional Sales Teams.
• In partnership with US D2C Team and IAT partners, co-develop, co-own, and regularly update the US Region’s Integrated Marketing Calendar – including key product launches, channel promos, and brand campaigns – maintaining accuracy for dates and details by channel.
• Scope and manage our Digital Brand Agency resources (Site, CRM, SEO/Editorial), including but not limited to: SOW & Scope development (including launches, campaigns, and experience improvements), launch and campaign briefs (Site, CRM, SEO/Editorial Content channel needs, quarterly integrated agency team (IAT) strategy and tactical briefings, driving efficiency and ROI on our agency scopes, and budget management for digital brand obligations within the US Region.