During a recent CIO Leadership Live session, Danielle Brown, the Senior Vice President and Chief Information Officer (CIO) of Whirlpool, one of the household appliance industry giants with $22 billion in annual sales, provided valuable insights into how collaborative teams and data management are shaping the entire customer journey and product leadership. Whirlpool’s vast footprint spans 54 manufacturing and tech research centers worldwide, housing a rich portfolio that includes renowned brands such as KitchenAid, Maytag, Amana, and Yummly, among others. With a global workforce of 69,000, Danielle Brown’s unique perspective as the company’s CIO is instrumental in steering Whirlpool’s digital transformation strategy.
At the core of Whirlpool’s vision is the aspiration to become the premier kitchen and laundry company, a mission that has become increasingly vital over the past few years. The company has observed a significant shift in consumer behavior, with people using their products continuously, conducting research, browsing, and making purchases online. This transformation underlines the importance of the end-to-end consumer journey, an endeavor that was well underway at Whirlpool even before Danielle Brown’s arrival. As she puts it, “One of the things I always say about IT is we have a unique view of the company. We can see all of the various processes. So with that unique vantage point, part of our role is to connect a number of those dots.”
On the subject of enterprise data strategy, Danielle Brown emphasizes the pivotal role of data governance and the profound impact of internal data utilization. The company is dedicated to delivering product innovation, fostering the digital twin concept, and capitalizing on IoT and AI to provide new digital services and products. Whirlpool’s strategic priorities revolve around product leadership, digital services, the digital consumer journey, and reinventing the value chain.
In the current competitive landscape, the company’s ability to re-recruit talent and retain employees is essential. Whirlpool is taking steps to support its employees’ career growth, aligning with their aspirations rather than adhering to traditional career ladders. The implementation of tools like Career Compass empowers employees to explore various career experiences that will lead to their personal and professional development.
Lastly, the company recognizes the need to maintain a balanced innovation ecosystem. It combines mature technologies like AI and machine learning with emerging technologies like the metaverse and blockchain to explore potential opportunities and value for end consumers. Whirlpool’s approach is rooted in adding value rather than adopting technology for its own sake.
Danielle Brown’s perspective on Whirlpool’s digital transformation journey highlights the pivotal role of IT and data in shaping the company’s future and delivering enhanced customer experiences.
