📌 Core Information
🔹 Job Title: Channel Marketing Senior Manager - Distributors
🔹 Company: GE Appliances, a Haier company
🔹 Location: Louisville, Kentucky, United States
🔹 Job Type: Full-Time, On-Site
🔹 Category: Marketing
🔹 Date Posted: April 24, 2025
🔹 Experience Level: Mid-Senior level (5-10 years)
🔹 Remote Status: On-Site (with up to 25% domestic travel)
🚀 Job Overview
Key aspects of this role include:
- Strategic leadership and marketing execution for the Contract Distributor channel
- Cross-functional collaboration to launch new products and activate innovative marketing campaigns
- Digital content development and e-commerce integration to enhance customer experiences
- Brand partnerships and innovation to differentiate GE Appliances in the market
- Relationship building and cross-functional influence to drive growth and align marketing efforts with enterprise objectives
ASSUMPTION: This role requires a strategic thinker with a customer-first mindset, strong communication skills, and the ability to influence across matrixed teams.
📋 Key Responsibilities
✅ Own and lead the end-to-end marketing strategy for the Contract Distributor channel, including Authorized Builder Dealers and Apartment Replacement Distributors
✅ Build and execute localized B2B and B2C marketing campaigns in collaboration with Sales, Brand, Digital, Advertising, and Training teams
✅ Drive new product launches and in-market execution aligned with GEA’s growth strategies
✅ Partner with internal digital teams, content creators, and customer digital leads to develop and deploy compelling online experiences that increase upsell and cross-sell opportunities
✅ Lead strategic collaborations with external media platforms and adjacent lifestyle brands to enhance awareness, boost engagement, and differentiate GEA in the market
✅ Serve as a trusted advisor to Sales, helping identify growth opportunities and translate business goals into high-impact marketing strategies
✅ Plan and lead all channel events including trade shows, strategic meetings, and onsite activations that strengthen partnerships and drive demand
✅ Use data to drive decision-making and storytelling: monitor campaign performance, generate insights, and identify new growth opportunities through internal and customer-facing analytics
ASSUMPTION: This role requires a strong understanding of digital marketing, data analysis, and the ability to build and scale marketing programs.
🎯 Required Qualifications
Education: Bachelor’s Degree in Marketing, Communications, Business, or a related field
Experience: 7+ years of experience in marketing and/or sales within a consumer goods, B2B, or channel-driven industry
Required Skills:
- Proven success in channel marketing, B2B marketing, or customer marketing roles
- Strong collaboration and communication skills; able to influence across matrixed teams
- Deep understanding of digital marketing, including web, CRM, SEM, SEO, banner advertising, and social media
- Demonstrated ability to build and scale marketing programs, manage multiple projects, and drive results
- Strategic thinker with a customer-first mindset and strong storytelling ability
- Proficient in using data and insights to inform strategies and gain stakeholder buy-in
- Willingness to travel up to 25% domestically
Preferred Skills:
- Master’s Degree in Marketing, Communications, or Business Administration
- Experience in appliances, building products, or home/lifestyle adjacent industries
- Passion for innovation, customer advocacy, and building industry-leading brand experiences
ASSUMPTION: Candidates with additional relevant experience or education may be given preference.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 per year (based on industry standards for a mid-senior level marketing role in Louisville, KY)
Benefits:
- Competitive benefits package, including health, dental, and vision insurance
- 401(k) plan with company match
- Paid time off and holidays
- Tuition assistance and professional development opportunities
- Employee discounts on GE Appliances products
Working Hours: Full-time, typically Monday-Friday, 8:00 AM - 5:00 PM (with flexibility for remote work and overtime as needed)
ASSUMPTION: Salary range is estimated based on industry standards and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Manufacturing, specifically home appliances
Company Size: 10,001+ employees (large enterprise)
Founded: 1904 (with a rich history and established brand)
Company Description:
- GE Appliances is a leading U.S. manufacturer of home appliances, headquartered in Louisville, Kentucky
- They employ approximately 15,500 team members nationwide and manufacture products under several brands, including Monogram™, Café™, GE Profile™, GE®, Haier™, and Hotpoint™
- The company is deeply committed to the communities where they live and work, focusing on innovation, customer advocacy, and driving growth
Company Specialties:
- Appliance parts and service
- Selling home appliances to builders, remodelers, and building distributors
- Solutions for all home appliances needs and specifying home appliances for designers and architects
Company Website: geappliancesco.com
ASSUMPTION: Working for a large, established company like GE Appliances offers opportunities for career growth, professional development, and exposure to diverse teams and projects.
📊 Role Analysis
Career Level: Mid-Senior level (with potential for growth into management or leadership roles)
Reporting Structure: This role reports directly to the Director of Channel Marketing and has no direct reports
Work Arrangement: On-site with up to 25% domestic travel
Growth Opportunities:
- Potential to expand the role's scope and impact as the company grows and evolves
- Opportunities to work on high-visibility projects and collaborate with cross-functional teams
- Access to professional development and training opportunities to advance career growth
ASSUMPTION: This role offers a unique blend of strategic thinking and hands-on execution, providing an ideal platform for a driven and collaborative professional.
🌍 Location & Work Environment
Office Type: On-site, with a hybrid or remote work arrangement available for some roles
Office Location(s): Appliance Park, Louisville, KY
Geographic Context:
- Louisville, KY is located in the northernmost part of Kentucky, along the Ohio River
- The city offers a mix of urban and suburban living, with a cost of living that is generally lower than the national average
- Louisville is known for its vibrant arts scene, historic neighborhoods, and annual events like the Kentucky Derby
Work Schedule: Full-time, typically Monday-Friday, 8:00 AM - 5:00 PM (with flexibility for remote work and overtime as needed)
ASSUMPTION: Working in Louisville, KY, offers a unique blend of urban and suburban living, with a rich cultural scene and a lower cost of living compared to other major metropolitan areas.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the HR team to discuss qualifications and fit for the role
- In-depth behavioral interview with the hiring manager to assess skills and cultural fit
- Final interview with key stakeholders to evaluate the candidate's strategic thinking and problem-solving abilities
- Background check and offer extension for the successful candidate
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Cross-functional collaboration and communication abilities
- Data-driven decision-making and analytical skills
- Cultural fit and alignment with GE Appliances' values and mission
Application Tips:
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role
- Demonstrate your understanding of the role's requirements and GE Appliances' business by providing specific examples of how your background and skills make you a strong fit
- Prepare for behavioral interview questions by reflecting on your past experiences and accomplishments, using the STAR method (Situation, Task, Action, Result)
ATS Keywords: Channel Marketing, B2B Marketing, Customer Marketing, Digital Marketing, CRM, SEM, SEO, Brand Partnerships, Event Management, Strategic Thinking, Customer Engagement
ASSUMPTION: GE Appliances' hiring process is designed to assess candidates' skills, cultural fit, and strategic thinking abilities, with a focus on finding the best fit for both the candidate and the organization.
🛠️ Tools & Technologies
- Marketing automation platforms (e.g., Marketo, HubSpot)
- Customer relationship management (CRM) software (e.g., Salesforce, Microsoft Dynamics 365)
- Search engine optimization (SEO) and pay-per-click (PPC) advertising tools (e.g., Google Analytics, SEMrush)
- Social media management platforms (e.g., Hootsuite, Sprout Social)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: The specific tools and technologies used may vary depending on the role's requirements and the company's existing tech stack.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric: Focus on understanding and meeting the needs of our customers
- Innovation: Continuously seek new and better ways to serve our customers and improve our business
- Integrity: Act with honesty, fairness, and respect in all our interactions
- Inclusion: Foster an inclusive environment where everyone feels valued and has the opportunity to contribute and grow
- One GE Appliances: Work together as one team, leveraging our diverse strengths and experiences to achieve our goals
Work Style:
- Collaborative: Work closely with cross-functional teams to drive results
- Agile: Adapt quickly to changing priorities and market conditions
- Data-driven: Use data and insights to inform decision-making and measure performance
- Customer-focused: Prioritize the needs and preferences of our customers in all our actions
Self-Assessment Questions:
- How do you demonstrate customer-centricity in your daily work?
- Can you provide an example of a time when you drove innovation to improve a customer experience or business outcome?
- How do you balance the need for collaboration with the need for independent decision-making and execution?
ASSUMPTION: GE Appliances values a diverse and inclusive work environment, with a strong focus on customer-centricity, innovation, and collaboration.
⚠️ Potential Challenges
- Managing multiple projects and priorities in a fast-paced, dynamic environment
- Balancing the needs of internal stakeholders with the needs of external customers and partners
- Adapting to changes in the market, customer preferences, and company priorities
- Working effectively in a matrixed organization with multiple reporting lines and cross-functional dependencies
ASSUMPTION: These challenges can be overcome with strong project management skills, strategic thinking, and a customer-first mindset.
📈 Similar Roles Comparison
- Unlike traditional B2C marketing roles, this role focuses on driving growth and shaping the customer journey in a high-impact B2B2C environment
- Channel marketing roles often require a deeper understanding of customer needs, market dynamics, and cross-functional collaboration than traditional marketing roles
- Career paths in channel marketing may vary depending on the industry and company structure, with opportunities for growth into management or leadership roles
ASSUMPTION: This role offers a unique blend of strategic thinking and hands-on execution, with opportunities for career growth and development.
📝 Sample Projects
- Developing and executing a go-to-market strategy for a new product launch in the Contract Distributor channel
- Conducting customer segmentation and targeting analysis to optimize marketing spend and improve ROI
- Collaborating with cross-functional teams to create and deploy compelling digital content that drives upsell and cross-sell opportunities
ASSUMPTION: These sample projects demonstrate the strategic and tactical aspects of the role, with a focus on driving growth and shaping the customer journey in the Contract Distributor channel.
❓ Key Questions to Ask During Interview
- Can you describe the company's long-term vision for the Contract Distributor channel and how this role contributes to that strategy?
- How does the company support the professional development and career growth of its marketing team members?
- Can you provide an example of a successful channel marketing campaign at GE Appliances and discuss the key factors that contributed to its success?
- How does the company measure the success of its channel marketing efforts, and how does this role influence those metrics?
- What are the key priorities for this role in the first 30, 60, and 90 days, and how can I best prepare to address them?
ASSUMPTION: Asking thoughtful, strategic questions demonstrates your interest in the role and your understanding of the company's business and priorities.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant skills and experiences for this role, using the keywords listed in the ATS Keywords section
- Prepare for behavioral interview questions by reflecting on your past experiences and accomplishments, using the STAR method (Situation, Task, Action, Result)
- If selected for an interview, be prepared to discuss your strategic thinking, problem-solving abilities, and cultural fit with GE Appliances
- Follow up with the hiring manager or HR team one week after submitting your application to inquire about the status of your application
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
