A&W Product and RLC Channel Marketing Director

Position Summary

Product and RLC Channel Marketing Director – Air & Water categories
Location: Louisville, KY, USA
Key Responsibilities

Lead product marketing across all Air & Water categories, driving the NPI commercial review and execution plan.
Develop and lead the product commercial review process for NPI to create a cohesive strategy across all commercial functions.
Guide the team to develop a clear communication strategy, including prime prospects, insights, claims
ames, communication briefs, and creative development.
Deliver a comprehensive marketing strategy and toolkit at least three months prior to launch.
Collaborate with cross‑functional teams to support the innovation pipeline and achieve growth goals.
Partner closely with sales and pro‑channel customer marketing teams to provide product expertise, sales enablement tools, and a compelling value proposition.
Lead channel marketing for residential and light commercial customers outside the pro channel, developing business reviews and channel strategy.
Define customer programming and manage partner relationships where applicable.
Lead or approve creative development for customer advertising within the channel purview.
Support sales in creating customer‑level account plans that meet goals.
Work with the market intelligence team to ensure a holistic view of promotions that meet customer needs.
Lead the development of the marketing mix and allocate resources for trade and channel marketing.
Lead the execution of channel‑specific shows or provide product expertise in cross‑channel shows.
Partner with demand generation, digital, agencies, and other functions to maximize effectiveness.
Coach and lead four direct product and channel marketing managers and collaborate with agencies, PR, and digital teammates.
Shape processes and organizational structure to support growth and operational effectiveness.
Drive collaboration across sales, channel MEs, and other functions.
Serve as a steward to the brands, ensuring consistent campaign execution, visual identity, and brand perception.
Qualifications

Strong strategic marketing foundation and knowledge of who, what, and how.
Ability to develop clear marketing plans, discern priorities, and apply an analytical ROI mindset to investment choices.
Demonstrated ability to drive clear processes and deliver on commitments.
Highly effective cross‑functional collaboration skills.
Excellent verbal and written communication skills.
Strong leadership capabilities with the ability to motivate direct and indirect reports.
Scrappy mindset that creates efficiencies.
Minimum Qualifications

Bachelor’s degree from an accredited university or college.
Minimum of 10 years of commercial experience in marketing/brand, sales, and/or product management.
Demonstrated customer focus and growth‑leadership traits.
Attention to detail and strong analytical skills.
Willingness and ability to travel, as needed to trade shows and/or customer sites.
Preferred Qualifications

MBA.
Results‑oriented, ability to deliver on commitments and follow through.
Team player who can influence and interact effectively across a multi‑function business.
Working Conditions

Office environment, lab or factory floor. Occasional weekend and/or evening work. Approximately 10‑25% domestic travel required.
EEO Statement

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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