In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter sit down with Murat Genc, Global Chief Technology and Digital Officer at Whirlpool Corporation. With a career spanning nearly two decades at Procter & Gamble before transitioning to Whirlpool, Genc reflects on the challenges and growth he experienced while shifting from the consumer packaged goods (CPG) sector to the world of durable appliances. He shares how his leadership approach evolved and how his reliance on team collaboration and reverse mentoring has helped him keep his finger on the pulse of the organization.

Genc delves into the complexities of marketing products with extended lifecycles, like Whirlpool's iconic KitchenAid mixers, compared to the faster-paced, repeat-purchase models of CPG. He explains how Whirlpool navigates this difference by focusing on the lifetime value of their customers through digital services, subscriptions, and connected technology. Genc also highlights the importance of IoT integration in appliances, giving Whirlpool real-time insights into product usage and consumer behavior to continually refine their product development and marketing strategies.

The conversation takes a deeper dive into breaking down silos between marketing, tech, and R&D functions at Whirlpool. Genc shares his thoughts on bridging these gaps, drawing from his experiences at P&G and his philosophy of cross-functional collaboration. As the conversation concludes, Genc opens up about the bravest moment of his life—overcoming a personal health challenge and how it shaped his professional and personal outlook.

Key Takeaways:

• Leadership evolution: From reverse mentoring to navigating a new industry.
• How IoT and real-time consumer insights shape product innovation at Whirlpool.
• The importance of breaking down silos between marketing and technology for a holistic business approach.

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