Director – Marketing, Digital & eCommerce
Work Mode: Onsite
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.
Skills/Requirements
- Bachelor’s degree in Marketing, Business, or related field; MBA preferred.
- 10+ years of experience in Digital Marketing, eCommerce, or Channel Marketing, with demonstrated ownership of digital revenue and/or P&L.
- Proven track record of driving eCommerce growth and profitability across owned and retail channels, including expertise in search ecosystems (SEO, retailer search, AI-driven discovery) and digital shelf/PDP performance.
- Experience leading channel-specific merchandising and assortment strategies, managing complex product catalogs, and scaling performance across multiple SKUs and platforms.
- Demonstrated ability to drive performance through data, testing, and cross-functional influence, including building test-and-learn programs and influencing partners without direct ownership (e.g., retail media, pricing).
- Experience operating within major retailer and marketplace ecosystems (e.g., Amazon, Home Depot, Lowe’s), with a strong understanding of platform-specific search, content, and conversion dynamics.
- Experience building or transforming digital commerce capabilities, including scaling content ecosystems, analytics frameworks, or omnichannel operating models.
Travel
- Travel to customers, suppliers, trade shows and in-market events as needed, approximately 10%.
#LI-Onsite
#LI-KZ1
Applicants must be authorized to work in the US without requiring sponsorship now or in the future.
We believe in supporting you from the moment you join us, which is why Kohler offers day 1 benefits. This means you’ll have access to your applicable benefit programs from your first day on the job, with no waiting period. The salary range for this position is $166,700 - $267,700. The specific salary offered to a candidate may be influenced by a variety of factors including the candidate’s experience, their education, and the work location. In addition, this position is eligible for a performance bonus/variable incentive compensation.
Why Choose Kohler?
We empower each associate to #BecomeMoreAtKohler with a competitive total rewards package to support your health and wellbeing, access to career growth and development opportunities, a diverse and inclusive workplace, and a strong culture of innovation. With more than 30,000 bold leaders across the globe, we’re driving meaningful change in our mission to help people live gracious, healthy, and sustainable lives.
About Us
It is Kohler’s policy to recruit, hire, and promote qualified applicants without regard to race, creed, religion, age, sex, sexual orientation, gender identity or expression, marital status, national origin, disability or status as a protected veteran. If, as an individual with a disability, you need reasonable accommodation during the recruitment process, please contact [email protected]. Kohler Co. is an equal opportunity/affirmative action employer.
