Whirlpool Corp. Creative Leadership

I don’t get a chance to push pixels around as much as I did once upon a time. Lately my work as a creative leader feels more important as being a wrist on a project. Since I was assigned as the Creative Lead to the Whirlpool Corp. Builder and Trade account, I have been immersed and felt growth like no other account in my marketing career (so far). Here are some of the highlights.

Whirlpool Pro

The client had asked us to create a new experience for their trade-facing customers. The new website was born from discovery and UX research, resulting in an industry-first (and only) persona-based website. It was after that was developed that I joined the account as Creative Lead.

From those beginnings, we evolved what was an MVP to the award-wining site that it is now.

  • Dig into WordPress to standardize the typography.
  • Identify additional plugins with developers to bring our ideas to life.
  • Persuade our account team to allow us to make incremental changes to the site to keep it fresh and exciting.
  • Lead the designer to the new brand identity the Corporation established in early 2021.
  • Identify opportunities for enhancements to the site in terms of functionality, simplification, and incorporation of new user experiences to keep the site looking and feeling fresh.

Content Marketing and CRM

My immersion came to live in our content marketing strategy. Working closely with our PR lead, I contributed monthly to our CRM Email program as well as lead the design team to identifying the right images from the Whirlpool Digital Library when they couldn’t.

What does immersion look like for me?

  • Every day I would read news relating to our audiences – builders, architects, designers, remodelers and distributors
  • Shared that content with my PR counterpart who would often include it in her weekly briefing to the client
  • Help to steer and educate my coworkers about new competitive products or upcoming trends.
  • Attended national tradeshows on behalf of the client to see what the competition was doing but also to advance my knowledge to identify opportunities

Experiential Marketing

I love trade shows. Designing for them is a special treat where I can bring the brand to live and serve it to the people with instant gratification.

Though I am rarely involved in the actual design work, I am…

  • …helping to determine which “kitchen stories” we are trying to tell
  • …doing the first draft (and arguing for) appliance selections in each kitchen
  • …on show floor for the two to three days prior to the show date and the day of (I got to assemble the handles on the KitchenAid fridge!)
  • …taking behind-the-scenes photography for our agency’s portfolio
  • …behind the camera to interviews SMEs with our PR team (for our CRM program)

From the beginning of this project, we have taken the Whirlpool Corp. booth from 100 sq. ft. table in a stall out back to a prominent, 8,000 sq. ft. space on the main floor in a matter of 5 years. They have moved away from showing a bunch of appliances to featuring kitchens that have stories they can use to help sell homes.

There’s not another place on the planet where all of that could come together like a trade show.


my roles

Creative Direction
Creative Strategy
Annual Planning
Tradeshow Management
On-Site Setup
Video Recording
Video Editing