Channel Marketing Senior Manager - Distributors

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? 

The Channel Marketing Senior Manager will be a strategic marketer with a passion for driving growth and shaping the customer journey in high-impact B2B2C environments? GE Appliances is seeking a Channel Marketing Senior Manager – Distributors to lead marketing strategy and execution for one of our largest and most influential customer segments—our Contract Pro Distributor Channel. This leader will partner cross-functionally to launch new products, activate innovative marketing campaigns, and deliver measurable results for our customers and our business. This is a high-visibility role that blends strategic thinking with hands-on execution, ideal for a driven and collaborative professional who thrives on influencing across internal and external teams.
Location: This is an On-Site position based on Louisville, KY.PositionChannel Marketing Senior Manager - DistributorsLocationUSA, Louisville, KY

How You'll Create Possibilities

Key Responsibilities

Strategic Leadership & Marketing Execution

• 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.

Digital Content & E-Commerce Integration

• 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.

• Leverage insights to optimize customer website experiences, ensuring digital touchpoints convert to revenue.

Brand Partnerships & Innovation

• Lead strategic collaborations with external media platforms and adjacent lifestyle brands to enhance awareness, boost engagement, and differentiate GEA in the market.

• Ideate and execute co-branded programs that connect our brands to new audiences and sales opportunities.

Relationship Building & Cross-Functional Influence

• Serve as a trusted advisor to Sales, helping identify growth opportunities and translate business goals into high-impact marketing strategies.

• Influence internal stakeholders across functions by advocating for customer needs and aligning marketing efforts with enterprise objectives.

Customer Engagement & Events

• Develop and manage a channel marketing calendar aligned to key account priorities.

• Plan and lead all channel events including trade shows, strategic meetings, and onsite activations that strengthen partnerships and drive demand.

Analytics, KPIs & Business Insights

• Use data to drive decision-making and storytelling: monitor campaign performance, generate insights, and identify new growth opportunities through internal and customer-facing analytics.

• Support quarterly business reviews by applying insights that uncover challenges and influence future strategies.

What You'll Bring to Our Team

Qualifications / Requirements

• Bachelor’s Degree in Marketing, Communications, Business, or a related field.

• 7+ years of experience in marketing and/or sales within a consumer goods, B2B, or channel-driven industry.

• 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 Qualifications

• 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.

#LI-DL1

Our Culture

Our work is centered on our People and Culture as reflected in our Zero Distance philosophy and we recognize the importance of reaffirming our commitment to inclusion and diversity (I&D). This underscores our commitment to fostering an environment where every individual feels valued, connected, and empowered to contribute, while positioning our organization to adapt seamlessly to the evolving needs of our workforce and communities.
This reflects our dedication to creating solutions that: Empower colleagues by fostering an environment where all voices are heard, valued, and encouraged to contribute. Strengthen communities where we live and work. Reinforce a culture of belonging, purpose, and engagement. Reflect the diversity of the communities we serve through our workforce, products, and practices.
By further embedding Zero Distance into our People and Culture framework, we will continue to build a deeply connected organization. We are cultivating a culture of engagement, belonging, and connection, because while attracting new talent remains a priority, retention is a cornerstone of our strategy.

GE Appliances is a trust-based organization. It is important we offer our employees the flexibility they need to do their best work while balancing the needs of the business and individuals. When you join GE Appliances, you will have the opportunity to work with your leader to create a flexible work arrangement that balances the needs of the individual, team, and organization.

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 [email protected]