​​Senior Director, Marketing & Brand – Air & Water​

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.