Carol Wolowic

Implementing strategic digital communications architecture to engage and convert consumers for our Pet Care and Home & Garden business units.

Added a new title in addition to wife, daughter, friend, cousin, sister-in-law. Mom, aka Mama, Mommy.

My team brings meaning to full-funnel, integrated experiences in owned & paid channels as we add revenue to the organization through brand.com and brand media efficiency gains. Through owned channels, my team will make Brand.Com the place to buy pairing value props (i.e. promo or product offering) with the right audience experience. We specialize in identifying communication gaps & opportunities, building business cases to increase on-site conversion & corresponding strategies to increase conversion rates. This requires brokering marketing programs with internal partners to close revenue gaps. My media team improves efficiency of spend for portfolio brand & shopper media programs as measured through MMM by changing our market readiness and planning processes (i.e. upfront buying, portfolio planning, cookieless future). I'm further working to unlock portfolio capabilities that meet or exceed consumer expectations and industry advancements (i.e. multicultural marketing, dynamic creative optimization).

As the Head of Media, established the first Media Team within the organization across multiple Business Units (Major Appliances, Small Appliances, CPG & Inside Pass), as we worked to create tangible results of our $100+M investment across brand and performance (shopper & D2C) initiatives in collaboration with our three media agency partners. Leading portfolio brand and eCommerce planning initiatives that unlock powerful savings for Whirlpool. Whether that's by changing the TV buying demo and approach or surfacing more optimization levers in search campaigns through new ROAS frameworks or category campaigns during Covid. Increasing relevance through DEI efforts and dynamic creative optimization onboarding.

Lead digital media strategy by aligning current consumer and industry trends with business objectives. Then measured incremental return of campaigns to ensure digital media drove true change in behavior or affinity. Build relationships with agencies in order to develop cohesive digital media campaigns - from the tablestakes we demand (fraud, safety, viewability) to the cookie window we set to monitor post-exposure behavior to the partners we activate.