GLENN ROPER II
Berrien Springs
Summary
I've spent 15 years building digital foundations in places that didn't have one—assembling teams, establishing systems, and creating a firm ground that people can actually build on. I don't come in with a wrecking ball. I come in with questions, earn trust, and stay until the work is right. Good digital execution happens because someone created the conditions for it. I lead by building alongside people, not above them. I bring experience and a point of view, but I assume the people around me have good ideas, too. My job is to protect the work, develop the team, and make sure we're doing things in a way that we all believe in.
Overview
20
20
years of professional experience
Work History
DIGITAL CUSTOMER LEAD—ROOFING
Owens Corning Corporation
01.2021 - 01.2026
- Built PIM/DAM capability where limited infrastructure existed—assembled and developed a team of subject matter experts, established data governance standards within the team, and created a single source of truth catalog that enabled syndication across retail and distribution channels.
- Pioneered a Copilot AI workflow that converted team working sessions into SOPs, reducing institutional knowledge risk and improving operational efficiency. The approach was adopted by other Owens Corning business units.
- Established documentation playbooks and Go-to-Market standards that replaced tribal knowledge with a shared system the whole team could access—ensuring 100% on-time product launches and building a culture where capturing knowledge became the norm.
- Led data integrity initiative across 4,000+ product records—identified root causes of data quality gaps, drove meaningful accuracy improvements, and established the governance framework to sustain them.
- Partnered with Sales and Merchandising to define digital strategies that delivered a 46% year-over-year increase in Pro-segment sales for a major retail partner by aligning online assortments with professional contractor needs.
- Optimized search engine strategies and in-stock inventory prioritization, contributing to a 92% increase in online product interest and a 79% increase in orders for key accounts.
- Led consolidation of complex product listings into 'Super SKUs,' improving the customer shopping experience and driving a 7.5% increase in conversion rates.
- Directed SEO content strategy that overhauled product feature descriptions, driving a 26% increase in demand and 28% increase in page visits for paid marketing SKUs.
- Positioned the Roofing digital team as strategic partners to the retail sales organization—earning Vendor of the Year recognition with Lowe's multiple times and becoming a trusted resource during their own internal digital initiatives.
- Escalated vendor performance failures on a troubled internal PIM implementation when inaccurate product data was at risk of deploying at scale—resulting in a vendor change and project reset that preserved data integrity across retail channels.
- Capability Building & Digital Transformation
DIGITAL LEAD—JENNAIR BRAND
Whirlpool Corporation
01.2019 - 01.2021
- Defined the digital strategy and ecosystem architecture for the JennAir brand—mapping how website, app, CRM, digital showroom, and sales training platforms worked together, establishing the roadmap, and managing agency scopes and a $15M+ budget to bring it to life.
- Redesigned key website experiences to serve the brand’s architect/designer customer strategy, resulting in a 10x increase in engagement and 400% improvement in conversion—including a digital showroom feature that directly connected website traffic to sales for the first time.
- Relaunched the JennAir App from the ground up—fixing core functionality, aligning to brand strategy, and adding owner-focused content that gave users a reason to return. App Store rating lifted from 1.4 to 4.2.
- Implemented the first end-to-end Agile SAFe team unifying brand, IT, and four agency partners—aligning teams that had previously worked to competing rhythms and delivering 75% faster project completion.
- Developed a digital design system that ensured brand consistency across all customer touchpoints; the framework was subsequently adopted by 7 additional Whirlpool Corporation brands.
- One of the world’s largest appliance manufacturers.
DIGITAL BRAND MANAGER—WHIRLPOOL BRAND
Whirlpool Corporation
01.2017 - 01.2019
- First digital leader embedded directly into the Whirlpool brand team—building a data-driven foundation using analytics, SEO, customer satisfaction, and journey insights that gave the brand a clearer, more accurate picture of customer behavior for the first time.
- Led full redesign of whirlpool.com including e-commerce and shoppability capabilities—implementing a selling tool that drove a 75% increase in high-value task completion, contributing to 20% annual traffic growth and a 5% conversion improvement.
- Introduced a test and learn operating model and CRM strategy that shifted the team toward iterative, hypothesis-driven execution—including a new product launch that became one of the brand's top wins of the year, creating demand in a category that didn't previously exist.
- One of the world’s largest appliance manufacturers.
DIGITAL MARKETING MANAGER
Whirlpool Corporation
01.2016 - 01.2017
- Served as SME and brand advocate during the global migration of Whirlpool and Maytag websites to Adobe Experience Manager—escalating quality failures to VP-level leadership when the implementation went off-track to preserve brand and timeline integrity.
- Partnered with Whirlpool, Maytag, and KitchenAid brand teams to instill digital best practices—shifting the mindset from repurposing print concepts to building meaningful digital experiences that drove a 4x increase in engagement.
- Gained early exposure to PIM as a critical go-to-market dependency, laying the foundation for the product information work that would define much of my later career.
- One of the world’s largest appliance manufacturers.
DIGITAL PROJECT MANAGER
Whirlpool Corporation
01.2014 - 01.2016
- Built an informal digital services function from scratch—establishing a maintenance intake process, managing a developer resource, and balancing agency retainers to deliver consistent, responsive digital execution that cut project completion times by 50% and rebuilt marketing's confidence in digital as a capable partner.
- Supported digital execution for award-winning campaigns including 'Whirlpool Every Day, Care' and 'May is Maytag Month'; implemented ratings and review functionality across three brands—all while operating as a contractor whose impact led to a full-time conversion.
- One of the world’s largest appliance manufacturers.
PROJECT MANAGER
FluidMinistry (fka Symbiota)
01.2013 - 01.2014
- Managed client success, support, and project delivery for a startup serving nonprofits and small businesses—prospecting through webinars, coordinating work in Basecamp, and developing a template content library that replaced ad hoc requests with a repeatable production model.
MANAGING EDITOR / GRAD ASSISTANT
Dept of Communications, Andrews University
01.2010 - 01.2013
- Founded and launched Envision Magazine—Andrews University's award-winning student publication, still in print 15+ years after its Spring 2010 debut. Oversaw the first three issues, coordinating 100+ contributors, managing sponsor relationships, and building all production logistics from scratch.
SENIOR GRAPHIC DESIGNER
Woodwind & Brasswind
01.2008 - 12.2008
- Stepped into a team of junior designers with no formal process and built the operational structure around them—creating a project playbook that improved delivery consistency and gave the team a foundation to grow from.
TECHNOLOGY / MARKETING SPECIALIST
LaPorte County CVB
01.2006 - 12.2008
- Launched my career managing the full marketing function for LaPorte County CVB—owning the visitor's guide, website, and a local television show, building relationships with 300+ member businesses, and developing the foundational skills in digital, design, and communications that shaped everything that followed.
Education
Bachelor of Arts - Communications with an emphasis in Media Technology
Andrews University
Berrien Springs, MI01.2011
Skills
- Market execution strategies
- Digital launch planning
- Digital commerce management
- Search engine optimization
- Content development strategy
- Digital analytics
- Product information management
- Digital asset management
- Data governance practices
- Product content strategy
- SAP master data management
- Adobe Suite expertise
- Analytics with Adobe and Google
- Microsoft Copilot proficiency
- Infusionsoft CRM usage
- Project management skills
- Cross-functional influencing
- Organizational capability building
- Team skill development
- Vendor and agency management
- Change facilitation processes
- Agile project management
Timeline
DIGITAL CUSTOMER LEAD—ROOFING
Owens Corning Corporation
01.2021 - 01.2026
DIGITAL LEAD—JENNAIR BRAND
Whirlpool Corporation
01.2019 - 01.2021
DIGITAL BRAND MANAGER—WHIRLPOOL BRAND
Whirlpool Corporation
01.2017 - 01.2019
DIGITAL MARKETING MANAGER
Whirlpool Corporation
01.2016 - 01.2017
DIGITAL PROJECT MANAGER
Whirlpool Corporation
01.2014 - 01.2016
PROJECT MANAGER
FluidMinistry (fka Symbiota)
01.2013 - 01.2014
MANAGING EDITOR / GRAD ASSISTANT
Dept of Communications, Andrews University
01.2010 - 01.2013
SENIOR GRAPHIC DESIGNER
Woodwind & Brasswind
01.2008 - 12.2008
TECHNOLOGY / MARKETING SPECIALIST
LaPorte County CVB
01.2006 - 12.2008
Bachelor of Arts - Communications with an emphasis in Media Technology
Andrews University