Senior Director, Marketing & Brand - Air & Water

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 & Water

Location

USA, Louisville, KY

How 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

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