​​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