Scaling global growth with local precision

InSinkErator has been a powerhouse in kitchens worldwide for decades, leading the way in smart, reliable garbage disposals and instant hot water dispensers. As part of the Whirlpool family, InSinkErator has delivered long-lasting innovative products, with superior grind and sound performance, trouble-free operation, fast, easy installation. 

What sets InSinkErator apart is its relentless focus on customer needs. Whether it's a homeowner, professional chef, or reseller, their products are designed to be simple, dependable, and high-performing — helping people get the job done with ease. 

This same customer-first mindset drives their digital presence. InSinkErator doesn’t just promote products online — they create seamless, user-focused experiences that reflect their brand promise and keep customers coming back.

For InSinkErator, digital experience isn’t just a marketing channel —  it’s a critical business function. Consumers rely on the site to discover and evaluate products, while professional partners need quick, reliable access to place and manage repeat orders. 

The CoreMedia Experience Platform proved to be the ideal solution to deliver the speed and scalability InSinkErator needed across 11 regional website versions. Seamlessly integrated into their broader tech stack — including marketing, e-commerce, translation, and social media tools — the platform enables fast content operations, accurate insights, and smooth product launches. The result: a digital experience as reliable and high-performing as InSinkErator’s products.

The shift to CoreMedia Cloud marked a major step forward for InSinkErator. Moving from a self-managed setup to the cloud reduced maintenance efforts, boosted performance, and made upgrades significantly easier. CoreMedia’s team stayed closely involved throughout — working hand-in-hand with InSinkErator and its partners to ensure a smooth transition without any disruption. 

Marjori Blaske, Digital Marketing Manager at InSinkErator, sums it up: “CoreMedia is far more than a vendor — they’re a proactive ally who truly understands our business goals. They consistently go above and beyond to drive real results — and genuinely feel like part of our team.” 

Today, InSinkErator is scaling and innovating faster than ever across 7 language sites — all powered by one flexible platform. As Blaske puts it: “With CoreMedia, the only limit is our imagination. We build fast, flexible experiences that scale globally — and deliver outstanding UX to our customers.” 

Reusable modules and pre-approved layouts empower editors to build pages in minutes — with zero dependency on IT. Content stays consistent across regions and channels, and updates only need to be made once to reflect everywhere.  

“One of the features I really love is how you can upload a single image and have it automatically cropped for different screen sizes. It saves so much manual work, and we no longer need to rely on the design team for every adjustment — it just works.”, Blaske highlights. This streamlined setup removes bottlenecks, speeds up time to market, and lets teams focus on what matters most: creating meaningful content. 

SEO best practices are baked into every page by default — meta tags, alt texts, structured headings, and schema markup improve search visibility and prepare the site for AI-driven search. The impact is tangible: more search traffic, better visibility, and higher conversions.

Launching new regional sites — like Mexico or Brazil — no longer takes months for InSinkErator. Instead of building pages from scratch, existing locales are easily duplicated and quickly tailored to local needs. Whether it’s a slimmer site structure or setting up different goals — such as global “Where to Buy” buttons versus direct sales in the UK — the technical setup is no longer a hurdle.  

“Launching new sites across regions used to be complex. With CoreMedia, we save months and are no longer limited by technical infrastructure — it’s a game-changer,” Blaske emphasizes. 

AI-powered translation workflows integrated with DeepL ensure content is nearly accurate on the first pass and instantly translated across 7 languages. Local teams retain full control to review and fine-tune every message. This smart blend of automation and human control ensures content is always up to date, on brand, and locally relevant — all while maintaining global consistency and seamless management from a single platform.

With a major rebrand underway, InSinkErator is planning to make its digital experience even more visual, interactive, and consumer-friendly. Ongoing UX improvements can be done continuously, without having to wait for the next big release.  

“We’re never done. There’s always more we can do. And CoreMedia gives us the flexibility and confidence to keep evolving.” Blaske says. 

The impact is clear: global site launches are months faster, SEO performance improved, and the scalable platform fuels growth across B2B and B2C markets worldwide. CoreMedia is proud to power InSinkErator's digital journey, delivering scalable, customer-focused experiences that resonate locally and perform globally.