A&W Product and RLC Channel Marketing Director

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? 

The Product and RLC Channel Marketing Director will help drive aggressive expansion and innovation across multiple Air and Water categories. This expansion will fuel our company’s growth with a target of delivering our next billion-dollar business.
This role is responsible for leading product marketing across all categories in A&W. This is inclusive of the development of our commercial NPI process driving clear prime prospects, winning insights, concept development, clear communication strategy, and winning toolkits that maximize success in market. In addition, this role will focus on channel/customer marketing for all RLC channels except Pro-Distributor/Dealer network. This is inclusive of Hospitality, Contract, Retail, DTC, and Applied. In this capacity, the Marketing Director will develop a cohesive marketing strategy for each channel and lead the team to deliver to execution.
The successful candidate will bring a high level of marketing rigor, effectively navigate complex issues across various functions, leverage business understanding to lead and recommend marketing strategies to drive growth across select channels. Additionally, this leader will directly manage 4 product and channel marketing managers, indirectly manage/collaborate with our agencies, demand generation team, digital teams, etc. and help design our future personnel structure as we expand our capability.

Position

A&W Product and RLC Channel Marketing Director

Location

USA, Louisville, KY

How You'll Create Possibilities

Maximize commercial success of NPI across product categories. Inclusive of:

• Developing and leading product commercial review process for NPI to drive cohesive strategy across all commercial functions
• Guiding team to develop clear communication strategy inclusive of clear prime prospects, well defined insights, claims/names, communication brief, and creative development.
• Deliver a clear marketing strategy and toolkit that maximizes initiative success with a target deliver of 3-months prior to launch.
• Collaborate with cross functional teams to aid in the development of innovation pipeline that delivers growth goals.
• Partner closely with sales and/or pro channel customer marketing team to bring product expertise, sales enablement tools, and a winning value proposition to support go-to market strategy (lead PLR where relevant).

Lead channel marketing for all residential and light commercial customers outside of the pro channel. This is inclusive of:

• Developing thorough business reviews and defining the channel marketing strategy to maximize customer development
• Developing and defining customer programming and management of partners (where relevant)
• Leads creative development for customer advertising within channel purview (Or approves creative if customer developed)
• Supports sales in development of customer level account plans that meet goals
• Partners with market intelligence team to ensure wholistic view of promo is delivering customer needs (IE Rebates, financing, etc)
• Leads develop of marketing mix and allocation of resources for assigned trade/channel marketing
• Leads execution of channel specific shows or supports via product expertise in cross channel shows
• Partner with key functions like demand generation, digital, DT, agencies, etc to maximize effectiveness

Serve as an effective coach and leader to key direct reports and across multi-functional stakeholders

• Be effective and servant leader to 4 direct product and channel marketing reports
• Help shape our processes and organization to lead to our next level of growth and operating effectiveness in new environment where products cross new Channel ME’s
• Drive collaboration across sales, Channel ME’s, and other functions

Serve as a key steward to our brands

• Be a relentless gatekeeper of how our brands show up and are perceived by consumers and customers with a focus on consistent campaign, visual ident