Senior Director, Marketing & Brand – Air & Water
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Overview
Job Description
At GE Appliances, a Haier company, we come together to make “good things, for life.” As the fastest-growing appliance company in the U.S., we’re powered by creators, thinkers and makers who believe that anything is possible and that there’s always a better way. We believe in the power of our people and in giving them the freedom to explore, discover and build good things, together.
The GE Appliances philosophy, backed by three simple commitments defines the way we work, invent, create, do business, and serve our communities: we come together, we always look for a better way, and we create possibilities.
Interested in joining us on our journey?
We’re looking for a bold, growth-oriented marketing leader to build and scale the GE Appliances Air & Water business across North America. This role is responsible for the full marketing ecosystem—spanning brand, product marketing, and channel activation—to drive awareness, demand, and dealer-led growth. The Senior Director will define how we bring our products to market, how we show up as a brand, and how we enable our dealer network to win. This leader will sit at the intersection of Product, Sales, and Digital—translating innovation into compelling value propositions and scalable go-to-market strategies across all channels. This is a unique opportunity to shape both the brand and the commercial engine in a fragmented, high-growth category.Position
Senior Director, Marketing & Brand – Air & WaterLocation
USA, Louisville, KYHow You'll Create Possibilities
Brand Strategy & Market Positioning
Define and elevate the GE Appliances Air & Water brand across HVAC, plumbing, and water treatment categories
Build clear, differentiated positioning that resonates with contractors, distributors, and end consumers
Lead integrated campaigns that drive awareness, consideration, and preference
Multi-Channel Go-to-Market Strategy
Define and lead marketing strategies across all key routes to market, including dealer/distributor, builder, retail, direct-to-consumer, and OEM channels
Develop tailored value propositions, programs, and activation strategies for each channel to maximize growth and market penetration
Partner with Sales and Microenterprise leaders to align marketing support with channel-specific growth priorities and customer needs
Ensure consistency of brand and product positioning while optimizing execution for the unique dynamics of each channel
Identify opportunities to expand presence and share across underpenetrated or emerging channels
Product Marketing & Go-to-Market Leadership
Own product marketing strategy across the portfolio, including positioning, messaging, and value proposition development
Partner with the Microenterprises and Technology to bring new products and innovations to market successfully
Lead go-to-market planning and execution across multiple channels (dealer, builder, retail, OEM, and DTC), ensuring tailored strategies by route to market
Translate technical product features into compelling, customer-relevant benefits for both dealers and homeowners
Dealer & Channel Marketing
Design and scale a best-in-class dealer marketing model that drives recruitment, engagement, and retention
Build programs that help contractors grow their businesses—training, events, co-marketing, and demand generation
Expand and segment the dealer network, including high-value and multi-category partners
Partner closely with Sales and distributors to align on growth priorities and execution
Demand Generation & Activation
Create programs that generate qualified demand through dealers and channel partners
Lead execution of trade shows, roadshows, training events, and local market activations
Ensure strong integration between national campaigns and field execution
Digital & Experience Transformation
Lead the evolution of dealer-facing digital platforms, tools, and portals
Drive adoption of data, analytics, and automation to improve marketing effectiveness and partner experience
Build visibility into performance through dashboards and actionable insights
Strategic Growth & Innovation
Identify new growth opportunities across geographies, segments, and partnerships
Shape annual and long-term marketing strategy, including program innovation and capability building
Assess market dynamics, competitive positioning, and customer needs to inform direction
What You'll Bring to Our Team
Basic Qualifications:
Bachelor’s degree in Marketing, Business or a related field
12+ years of progressive marketing experience, with a significant portion in HVAC, water heating, or plumbing
Proven track record leading product marketing and go-to-market strategy for complex product portfolios
Experience developing and executing marketing strategies across multiple channels (e.g., dealer/distributor, builder, retail, DTC, OEM)
Demonstrated success building and scaling dealer, distributor, or partner marketing programs that drive measurable growth
Experience owning or heavily influencing brand strategy and market positioning in a competitive, fragmented category
Strong experience launching new products and driving adoption through indirect channels
Track record of delivering results in a cross-functional, matrixed environment (Sales, Product, Digital, Operations)
Proven ability to lead and develop high-performing marketing teams
Strong commercial acumen—able to connect marketing strategy to revenue, margin, and growth outcomes
Experience influencing senior stakeholders and aligning cross-functional teams around a shared strategy
Comfortable operating in both build mode (creating new capabilities) and scale mode (optimizing performance)
Working Conditions:
Typical for an office environment
Up to 25% travel is possible
Our Culture
Our work is centered on our People and Culture as reflected in our Zero Distance philosophy and we recognize the importance of reaffirming our commitment to inclusion and diversity (I&D). This underscores our commitment to fostering an environment where every individual feels valued, connected, and empowered to contribute, while positioning our organization to adapt seamlessly to the evolving needs of our workforce and communities.This reflects our dedication to creating solutions that: Empower colleagues by fostering an environment where all voices are heard, valued, and encouraged to contribute. Strengthen communities where we live and work. Reinforce a culture of belonging, purpose, and engagement. Reflect the diversity of the communities we serve through our workforce, products, and practices.By further embedding Zero Distance into our People and Culture framework, we will continue to build a deeply connected organization. We are cultivating a culture of engagement, belonging, and connection, because while attracting new talent remains a priority, retention is a cornerstone of our strategy.
GE Appliances is a trust-based organization. It is important we offer our employees the flexibility they need to do their best work while balancing the needs of the business and individuals. When you join GE Appliances, you will have the opportunity to work with your leader to create a flexible work arrangement that balances the needs of the individual, team, and organization.
GE Appliances is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other characteristics protected by law.
GE Appliances participates in E-Verify and will provide the federal government with your Form I-9 information to confirm that you are authorized to work in the U.S
If you are an individual with a disability and need assistance or an accommodation to use our website or to apply, please send an e-mail to ask.recruiting@geappliances.com
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