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Finance, Sales, Marketing, Sourcing and six more overhead functions across Whirlpool Corporation, Newell Brands Inc., Spectrum Brands Holdings, Inc., SharkNinja, Inc., Helen of Troy Limited, YETI Holdings, Inc., Weber, Cricut, Inc., Hamilton Beach Brands Holding Company and Traeger, Inc., mapped from 37,260 real job titles, classified the same way for every company.
Levels are indicative; the function mix and ranks below are the reliable read.
| Company | SG&A contacts observed2 | Employees1 | Employees per $B | Observed SG&A per $B3 |
|---|
Each dot is one company. The | tick is the cohort median. Hover any dot. Rows are scaled independently, so read the printed values, not dot positions across rows.
The same numbers as the chart above, written out. Share is each company’s observed core SG&A headcount in that function; contacts are the classified records behind it, an observed floor rather than a modeled total. As of September 2026.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Finance is 9.5% to 16.9% of core SG&A headcount, median 13.4%: lowest at YETI, highest at Spectrum Brands. Measured from 37,260 classified job titles, September 2026. See finance headcount benchmark across every industry.
| Company | Share of SG&A | Observed contacts | Per 1,000 employees |
|---|---|---|---|
| YETI Holdings, Inc. | 9.5% | 74 | 53.2 |
| Whirlpool Corporation | 9.6% | 986 | 24.0 |
| SharkNinja, Inc. | 10.9% | 203 | 49.0 |
| Cricut, Inc. | 12.8% | 43 | 61.4 |
| Helen of Troy Limited | 13.3% | 119 | 64.2 |
| Traeger, Inc. | 13.4% | 37 | 85.5 |
| Weber | 13.8% | 82 | 19.1 |
| Newell Brands Inc. | 13.9% | 994 | 45.4 |
| Spectrum Brands Holdings, Inc. | 16.9% | 368 | 122.7 |
| Hamilton Beach Brands Holding Company | 16.9% | 54 | 83.1 |
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Sourcing is 5.3% to 18.3% of core SG&A headcount, median 12.0%: lowest at Hamilton Beach, highest at Whirlpool. Measured from 37,260 classified job titles, September 2026. See procurement headcount benchmark across every industry.
| Company | Share of SG&A | Observed contacts | Per 1,000 employees |
|---|---|---|---|
| Hamilton Beach Brands Holding Company | 5.3% | 17 | 26.2 |
| Cricut, Inc. | 5.9% | 20 | 28.6 |
| Traeger, Inc. | 7.6% | 21 | 48.5 |
| YETI Holdings, Inc. | 10.3% | 80 | 57.6 |
| SharkNinja, Inc. | 10.8% | 200 | 48.3 |
| Spectrum Brands Holdings, Inc. | 13.1% | 285 | 95.0 |
| Helen of Troy Limited | 14.0% | 125 | 67.4 |
| Weber | 14.1% | 84 | 19.5 |
| Newell Brands Inc. | 15.8% | 1,129 | 51.6 |
| Whirlpool Corporation | 18.3% | 1,882 | 45.9 |
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Facilities is 0.7% to 4.2% of core SG&A headcount, median 1.5%: lowest at SharkNinja, highest at Weber. Measured from 37,260 classified job titles, September 2026. See facilities headcount benchmark across every industry.
| Company | Share of SG&A | Observed contacts | Per 1,000 employees |
|---|---|---|---|
| SharkNinja, Inc. | 0.7% | 13 | 3.1 |
| Helen of Troy Limited | 0.9% | 8 | 4.3 |
| Traeger, Inc. | 1.1% | 3 | 6.9 |
| YETI Holdings, Inc. | 1.2% | 9 | 6.5 |
| Whirlpool Corporation | 1.5% | 155 | 3.8 |
| Hamilton Beach Brands Holding Company | 1.6% | 5 | 7.7 |
| Spectrum Brands Holdings, Inc. | 1.7% | 37 | 12.3 |
| Newell Brands Inc. | 2.9% | 209 | 9.5 |
| Weber | 4.2% | 25 | 5.8 |
| Cricut, Inc. | n/a | 2 | 2.9 |
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Sales is 18.3% to 41.3% of core SG&A headcount, median 30.7%: lowest at SharkNinja, highest at Traeger. Measured from 37,260 classified job titles, September 2026. See sales headcount benchmark across every industry.
| Company | Share of SG&A | Observed contacts | Per 1,000 employees |
|---|---|---|---|
| SharkNinja, Inc. | 18.3% | 340 | 82.1 |
| Helen of Troy Limited | 24.0% | 215 | 116.0 |
| Cricut, Inc. | 24.0% | 81 | 115.7 |
| Whirlpool Corporation | 28.2% | 2,905 | 70.9 |
| Spectrum Brands Holdings, Inc. | 30.4% | 660 | 220.0 |
| Newell Brands Inc. | 31.0% | 2,216 | 101.2 |
| Hamilton Beach Brands Holding Company | 31.3% | 100 | 153.8 |
| Weber | 31.7% | 189 | 43.9 |
| YETI Holdings, Inc. | 31.9% | 249 | 179.1 |
| Traeger, Inc. | 41.3% | 114 | 263.3 |
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Marketing is 10.9% to 34.0% of core SG&A headcount, median 17.8%: lowest at Whirlpool, highest at SharkNinja. Measured from 37,260 classified job titles, September 2026. See marketing headcount ratio across every industry.
| Company | Share of SG&A | Observed contacts | Per 1,000 employees |
|---|---|---|---|
| Whirlpool Corporation | 10.9% | 1,117 | 27.2 |
| Weber | 11.6% | 69 | 16.0 |
| Newell Brands Inc. | 13.9% | 994 | 45.4 |
| Hamilton Beach Brands Holding Company | 14.1% | 45 | 69.2 |
| Spectrum Brands Holdings, Inc. | 15.3% | 333 | 111.0 |
| Traeger, Inc. | 20.3% | 56 | 129.3 |
| YETI Holdings, Inc. | 22.4% | 175 | 125.9 |
| Helen of Troy Limited | 22.8% | 204 | 110.0 |
| Cricut, Inc. | 24.0% | 81 | 115.7 |
| SharkNinja, Inc. | 34.0% | 632 | 152.5 |
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), CEO Suite & BU Leaders is 6.5% to 11.7% of core SG&A headcount, median 8.5%: lowest at Cricut, highest at Whirlpool. Measured from 37,260 classified job titles, September 2026. See executive team size benchmark across every industry.
| Company | Share of SG&A | Observed contacts | Per 1,000 employees |
|---|---|---|---|
| Cricut, Inc. | 6.5% | 22 | 31.4 |
| Traeger, Inc. | 6.5% | 18 | 41.6 |
| Newell Brands Inc. | 6.7% | 475 | 21.7 |
| Spectrum Brands Holdings, Inc. | 6.8% | 148 | 49.3 |
| Weber | 7.7% | 46 | 10.7 |
| Helen of Troy Limited | 9.4% | 84 | 45.3 |
| YETI Holdings, Inc. | 9.4% | 73 | 52.5 |
| SharkNinja, Inc. | 10.2% | 190 | 45.9 |
| Hamilton Beach Brands Holding Company | 11.3% | 36 | 55.4 |
| Whirlpool Corporation | 11.7% | 1,200 | 29.3 |
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), HR is 2.9% to 7.7% of core SG&A headcount, median 5.8%: lowest at Traeger, highest at Cricut. Measured from 37,260 classified job titles, September 2026. See HR to employee ratio across every industry.
| Company | Share of SG&A | Observed contacts | Per 1,000 employees |
|---|---|---|---|
| Traeger, Inc. | 2.9% | 8 | 18.5 |
| Spectrum Brands Holdings, Inc. | 4.4% | 95 | 31.7 |
| YETI Holdings, Inc. | 4.7% | 37 | 26.6 |
| Helen of Troy Limited | 4.8% | 43 | 23.2 |
| Newell Brands Inc. | 5.7% | 404 | 18.4 |
| SharkNinja, Inc. | 6.0% | 111 | 26.8 |
| Hamilton Beach Brands Holding Company | 6.3% | 20 | 30.8 |
| Weber | 6.9% | 41 | 9.5 |
| Whirlpool Corporation | 7.6% | 783 | 19.1 |
| Cricut, Inc. | 7.7% | 26 | 37.1 |
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Digital & Tech is 5.1% to 12.2% of core SG&A headcount, median 7.5%: lowest at Traeger, highest at Cricut. Measured from 37,260 classified job titles, September 2026. See IT staff to employee ratio across every industry.
| Company | Share of SG&A | Observed contacts | Per 1,000 employees |
|---|---|---|---|
| Traeger, Inc. | 5.1% | 14 | 32.3 |
| SharkNinja, Inc. | 5.5% | 102 | 24.6 |
| Helen of Troy Limited | 6.1% | 55 | 29.7 |
| Whirlpool Corporation | 7.0% | 716 | 17.5 |
| Newell Brands Inc. | 7.5% | 535 | 24.4 |
| YETI Holdings, Inc. | 7.6% | 59 | 42.4 |
| Spectrum Brands Holdings, Inc. | 7.8% | 169 | 56.3 |
| Weber | 8.4% | 50 | 11.6 |
| Hamilton Beach Brands Holding Company | 8.8% | 28 | 43.1 |
| Cricut, Inc. | 12.2% | 41 | 58.6 |
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Legal & Gov Affairs is 1.2% to 6.2% of core SG&A headcount, median 2.8%: lowest at Weber, highest at Cricut. Measured from 37,260 classified job titles, September 2026. See legal department size benchmark across every industry.
| Company | Share of SG&A | Observed contacts | Per 1,000 employees |
|---|---|---|---|
| Weber | 1.2% | 7 | 1.6 |
| Newell Brands Inc. | 1.4% | 101 | 4.6 |
| Traeger, Inc. | 1.8% | 5 | 11.5 |
| Whirlpool Corporation | 1.9% | 195 | 4.8 |
| SharkNinja, Inc. | 2.6% | 48 | 11.6 |
| Spectrum Brands Holdings, Inc. | 2.9% | 62 | 20.7 |
| YETI Holdings, Inc. | 2.9% | 23 | 16.5 |
| Hamilton Beach Brands Holding Company | 4.4% | 14 | 21.5 |
| Helen of Troy Limited | 4.5% | 40 | 21.6 |
| Cricut, Inc. | 6.2% | 21 | 30.0 |
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Medical & EH&S is 0.3% to 3.5% of core SG&A headcount, median 0.8%: lowest at Helen of Troy, highest at Whirlpool. Measured from 37,260 classified job titles, September 2026. See EHS staffing ratio across every industry.
| Company | Share of SG&A | Observed contacts | Per 1,000 employees |
|---|---|---|---|
| Helen of Troy Limited | 0.3% | 3 | 1.6 |
| Weber | 0.5% | 3 | 0.7 |
| Spectrum Brands Holdings, Inc. | 0.6% | 14 | 4.7 |
| SharkNinja, Inc. | 1.0% | 19 | 4.6 |
| Newell Brands Inc. | 1.1% | 80 | 3.7 |
| Whirlpool Corporation | 3.5% | 358 | 8.7 |
| YETI Holdings, Inc. | n/a | 1 | 0.7 |
| Cricut, Inc. | n/a | n/a | n/a |
| Hamilton Beach Brands Holding Company | n/a | n/a | n/a |
| Traeger, Inc. | n/a | n/a | n/a |
From each company’s own 10-K. Normalized SG&A is reported SG&A less disclosed advertising, R&D, stock compensation, restructuring and one-time items, so companies are on the same footing. Advertising is shown where the filer discloses a dollar figure; most do not.
| Company | Normalized SG&A, % of revenue | Its peer median | Advertising, % of revenue | Fiscal year end | Briefing |
|---|---|---|---|---|---|
| Whirlpool Corporation | 6.4% | 19.0% | 1.78% | /r/WHR | |
| SharkNinja, Inc. | 19.0% | 32.6% | 9.89% | /r/SN | |
| Spectrum Brands Holdings, Inc. | 27.5% | 22.8% | 3.12% | /r/SPB | |
| Helen of Troy Limited | 29.2% | 18.9% | 7.42% | /r/HELE | |
| YETI Holdings, Inc. | 36.9% | 26.4% | 7.78% | /r/YETI |
Every number here is available as JSON, and any company can be compared against this cohort over plain HTTP. No key, no form. Each response also names the next step.
https://sgabenchmarking.com/industry/appliances/data.jsonhttps://sgabenchmarking.com/api/compare?industry=appliances&function=Marketing&employees=4000&fte=55 (add sga_fte=, total SG&A headcount, for share of SG&A)https://sgabenchmarking.com/api/snapshot?industry=appliances&company=COMPANY+NAMEhttps://sgabenchmarking.com/api/benchmark-interest?industry=appliances&company=COMPANY+NAME&email=YOU@COMPANY.COM&src=assistanthttps://sgabenchmarking.com/catalog.json · https://sgabenchmarking.com/llms.txt · method and limits: https://sgabenchmarking.com/methodology.jsonWe pull each company’s public workforce signals: department tallies and 37,260 actual job titles across Finance, Operations and the C-suite, the same way for all ten companies.
Each title is classified into the ten-function SG&A map. This is where 41% of department labels move: procurement buyers filed under “Finance,” whole Sourcing and Facilities teams hiding inside “Operations.”
Levels are the classified contacts we actually observed, with no modeled multipliers. That makes them a conservative floor, works identically for public and private companies, and keeps every number traceable to real titles. The census closes the gap to a verified total.
Same function map, same method. New industries get built where there’s demand.
In this nine-company cohort, Finance runs roughly 10–17% of observed core SG&A headcount, and the middle half of the cohort sits within a few points of the median. A full census gives you exact Finance counts per company, sub-function by sub-function.
Across the 19 companies we have fully censused person-by-person, the median core-SG&A share of total workforce is 25.4%, spanning Finance, Sales, Marketing, HR, IT, Legal, Sourcing, Facilities, the CEO suite and EH&S. Plant, warehouse and delivery labor sit outside that line.
Off-the-shelf department labels are wrong more often than you would expect: 41% of the department-labeled contacts behind this page belonged in a different function once we classified their actual job titles: procurement buyers filed under Finance, entire Sourcing teams hiding inside Operations. This page counts what the titles say, not what the labels say.
The function mix comes from classified real titles and is the like-for-like read. Levels are observed floors; public-database coverage varies by company, so they understate real headcount, by a different amount at each company. A full census closes that gap by naming the people, usually within ±5–8% of the real number.
Yes. Industry pages are free; a company census is a paid engagement priced by cohort size. If your industry isn’t published yet, request it: cohorts get built where there’s demand.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Finance is 9.5% to 16.9% of core SG&A headcount, median 13.4%: lowest at YETI, highest at Spectrum Brands. Measured from 37,260 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Sourcing is 5.3% to 18.3% of core SG&A headcount, median 12.0%: lowest at Hamilton Beach, highest at Whirlpool. Measured from 37,260 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Facilities is 0.7% to 4.2% of core SG&A headcount, median 1.5%: lowest at SharkNinja, highest at Weber. Measured from 37,260 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Sales is 18.3% to 41.3% of core SG&A headcount, median 30.7%: lowest at SharkNinja, highest at Traeger. Measured from 37,260 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Marketing is 10.9% to 34.0% of core SG&A headcount, median 17.8%: lowest at Whirlpool, highest at SharkNinja. Measured from 37,260 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), CEO Suite & BU Leaders is 6.5% to 11.7% of core SG&A headcount, median 8.5%: lowest at Cricut, highest at Whirlpool. Measured from 37,260 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), HR is 2.9% to 7.7% of core SG&A headcount, median 5.8%: lowest at Traeger, highest at Cricut. Measured from 37,260 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Digital & Tech is 5.1% to 12.2% of core SG&A headcount, median 7.5%: lowest at Traeger, highest at Cricut. Measured from 37,260 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Legal & Gov Affairs is 1.2% to 6.2% of core SG&A headcount, median 2.8%: lowest at Weber, highest at Cricut. Measured from 37,260 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.
Across 10 appliance & housewares makers (Whirlpool, Newell Brands, Spectrum Brands, SharkNinja, Helen of Troy, YETI, Weber, Cricut, Hamilton Beach, Traeger), Medical & EH&S is 0.3% to 3.5% of core SG&A headcount, median 0.8%: lowest at Helen of Troy, highest at Whirlpool. Measured from 37,260 classified job titles, September 2026. Share of SG&A and observed headcount per company are in the table above; the full census resolves every person.
SG&A Benchmarking