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