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GE Appliances, a Haier company Senior Brand Specialist, Café (On-Site) in Louisville, Kentucky

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 role is instrumental in developing and executing business plans to achieve brand volume, profit and share objectives, as well as stay on the pulse of the marketplace to develop strategies to grow Café to be a $1B brand. This role will champion brand growth by partnering with cross-functional partners including Marketing, Sales, PR, Agency Partners, Finance, Product Management and Senior Leadership. The successful candidate will effectively navigate complex issues, leveraging business understanding to lead and recommend solutions to drive growth. This will also include analysis of consumer, customer, and competitive trends to identify and develop brand growth opportunities.

The role will report directly to the Senior Brand Director, Café while working in conjunction with the Brand Development Senior Manager for Café.


Senior Brand Specialist, Café (On-Site)


USA, Louisville, KY

How You'll Create Possibilities

This position is an On-Site position based in Louisville, KY with relocation assistance available.

  • Serve as the brand champion for Café in developing product, innovation, marketing, and business plans to achieve brand volume, profit and share objectives.

  • Reporting with Rigor: Lead business analysis and reporting, staying on the pulse of day-to-day brand dynamics.

  • Crushing it with Creativity: Partner with team and social team to execute plans that enhance the brand’s digital and social presence.

  • Work with Displays and Customer Marketing, Shopper Marketing and Contract Pro Channel Marketing teams to execute great webroom and showroom experiences.

  • Responsible for consumer positioning/brand message and developing creative briefs, partnering with digital, advertising and merchandising teams to execute consumer touch points.

  • Understand competitive dynamics; interfacing with merchandising managers, customer marketing team and sales to support strategic positioning of brand.

  • Partner with Insights team to develop consumer positioning, and regular brand tracking information to monitor brand performance.

  • In close cooperation with Pricing, Marketing and Sales, support Brand team to develop pricing and distribution strategies in line with trade promotions across brands.

  • Lead primary communication with field sales and

What You'll Bring to Our Team


  • Bachelor’s degree from an accredited university or college

  • Minimum of 5 years of Marketing or Commercial experience

  • Demonstrated ability to prioritize, effectively manage multiple projects and execute critical tasks in a complex and continually changing environment

  • Strong interpersonal, communication, presentation, and analytical skills

  • Must be willing and able to travel to GEA sites, customers and agencies, as needed

Desired Characteristics

  • Master’s in Business Administration from an accredited university or college

  • Appliances Field Sales experience

  • A collaborative team player with demonstrated ability to influence and partner effectively cross functionally

  • High level of self-motivation/initiative

  • Strong analytical skills with high attention to detail


Our Culture

At GE Appliances, creativity meets passion and conversations lead to exceptional outcomes and experiences. We respect and value the unique backgrounds and experiences that everyone brings to GE Appliances. We believe a diverse workplace, where everyone is included and people can be their true and authentic selves, fosters creativity and innovation. We know our differences are our greatest strength. The very best innovations across every function of a company come from diverse teams. Our commitment to ensuring a safe and inclusive workplace where everyone is valued allows employees to perform at their best, every day. Diversity at GE Appliances helps us achieve zero distance to our owners, innovate smartly and connect to the communities and customers we serve. We encourage and support the ideas, aspirations, and the wellbeing of everyone - our employees and our communities

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

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