Artificial Intelligence (AI), Benchmarking, Brand Strategy, Category Management, Channel Strategies, Competitive Analysis/Strategy, Computer Security, Content Development, Content Structure, Content Syndication, Continuous Improvement, Cross-Functional, Customer Experience, Customer/Client Research, Data Analysis, Digital Asset Management, Ecosystems, Health Maintenance, IMAP (Internet Message Access Protocol), Leadership, Legal, Marketing, Marketing Strategy, Merchandising, Multiplatform/Cross-Platform, Operational Audit, Operations Management, Performance Analysis, Performance Management, Performance Metrics, Performance Tuning/Optimization, Pricing, Product Merchandising, Profit & Loss, Promotional Products, Retail, Retail Channel, Retail Operations, Retail Strategy, Revenue Growth, Sales, Sales Operations, Scalable System Development, Search Engine Optimization (SEO), Search Ranking, Stock Keeping Unit (SKU), Storytelling, Team Lead/Manager, User Interface/Experience (UI/UX), Website Conversion, eCommerce
Location: Onsite - Kohler, WI
Opportunity
The Director - Marketing, Digital & eCommerce is accountable for driving digital commerce growth by leading Kohler's search discovery, digital shelf, and conversion performance across owned, retail, and marketplace channels.
This role serves as the integrator of digital commerce performance-ensuring that search discovery (SEO/GEO/AEO), product content, merchandising, data analytics, and customer experience work together to maximize revenue, margin, and brand impact.
This leader also ensures Kohler's brand is consistently and distinctively expressed across all eCommerce platforms, translating brand strategy into high-performing digital experiences that drive preference, trust, and conversion.
Through strong cross-functional leadership, this director builds scalable content, data, and commerce capabilities that accelerate omnichannel growth, strengthen Kohler's competitive position, and ensure a premium, differentiated, and consistent brand experience across the digital commerce ecosystem.
Specific Responsibilities
Drive eCommerce Growth & Channel Strategy
- Lead digital revenue growth across Kohler.com, retail partners, and marketplaces with accountability to both revenue and margin.
- Lead defining channel-specific assortment and merchandising strategies to maximize conversion, differentiation, and profitability in partnership with Category Management & Sales.
- Develop platform-specific strategies tailored to retailer ecosystems (e.g., Amazon, Home Depot, Lowe's, Wayfair, Costco, etc).
Own Digital Shelf, Conversion & Brand Expression
- Lead PDP and digital shelf strategy to improve conversion, search rank, and content effectiveness.
- Ensure all digital shelf experiences reflect a premium, differentiated Kohler brand while optimizing for performance.
- Drive profitable growth by optimizing content, pricing, promotions, and product visibility.
- Identify and act on SKU-level performance gaps, leveraging competitive insights to capture share.
Lead Search & Discovery (SEO, GEO, AEO)
- Own organic discovery across owned, retailer search, and AI-driven platforms.
- Drive share of voice, ranking performance, and structured content optimization.
- Partner with Retail Media to align organic and paid keyword strategies and maximize total search impact.
Elevate Kohler.com & Scalable Content Ecosystem
- Optimize Kohler.com as a high-performing flagship for inspiration, personalization, and conversion.
- Reinforce Kohler.com as the benchmark for brand storytelling and digital experience excellence across all channels.
- Scale AI-enabled content creation, syndication, and digital asset management.
- Leverage AI to enhance discovery, personalization, and performance across digital channels.
- Partner with UX, Creative, and Product teams to balance aesthetic excellence with conversion optimization.
Drive Performance Through Analytics, Testing & Cross-Functional Leadership
- Own digital shelf analytics across discovery, content, conversion, and profitability.
- Build unified frameworks for traffic acquisition, conversion optimization, and retention across owned and partner platforms.
- Establish a test-and-learn roadmap across PDPs, content, and user journeys to continuously improve performance.
- Partner closely with Retail Media to improve total funnel performance and ROAS through content and experience optimization.
- Partner with Brand teams to translate brand strategy into digital execution that drives both differentiation and measurable performance.
- Establish clear operating rhythms and performance cadences to drive alignment, accountability, and faster decision-making.
Lead 3P Authorized eTailer and Marketplace Marketing Strategy & Digital Brand Protection
- Co-lead IMAP and marketplace governance initiatives to protect brand integrity, pricing, and margin.
- Establish governance protocols for authorized eTailer and Marketplace sellers, content accuracy, and customer experience standards.
- Partner with Legal, Sales, and Retail Operations to maintain a healthy digital ecosystem aligned to brand and business objectives.
Leadership & Collaboration
- Lead a cross-functional team spanning Digital Shelf Merchants, Content Syndication, eCommerce Analytics Operations, and Marketplace Management.
- Partner with Channel, Brand, Product, and Technology teams to align on strategies that drive omnichannel growth.
- Represent Kohler in strategic retailer and marketplace discussions, advocating for innovation, partnership, and excellence in execution.
- Foster a culture of digital-first thinking, continuous improvement, and measurable performance.