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Product Marketing Director - Small Appliances

Louisville, KY, United States  |  Marketing  |  ID: REQ-8878


Job Location

USA, Louisville, KY

Job Posting Title

Product Marketing Director - Small Appliances

The Challenge

The Commercial Director -Small Appliances, reporting to the Executive Director – Small Appliances and FirstBuild, will drive the go-to-market strategy across all channels, working with the sales, operations, brand and marketing teams to develop and execute strategies to exceed customer and consumer expectations as well as win against the competition. You will own the commercial metrics for the Small Appliances ME, and influence work across all functions to identify and create future products, brand and marketing strategies, consumer experiences, and offerings that drive the market and bring happiness and well-being to our consumers.

What you will Do

Primary Responsibilities:
  • Manage the commercial efforts with product management and commercial teams to create strategies that enable outsized revenue growth, while achieving operating budgets for all commercial product line metrics.
  • Manage, directly and cross-functionally, all product marketing efforts; consumer insights and research, packaging and collateral, merchandising, product naming, commercial claims, and collaborating with product management on NPI and product assortment.
  • Work closely with sales leadership to create growth plans for Small Appliances, leading product line reviews with top customer partners and exceeding customer expectations. 
  • Influence the strategic approach of the Multi-Generational Product Plan,  Long Term Planning, and near-term Product Plans to ensure GEA is poised for success now and in the future.
  • In conjunction with Product Management, develop the Small Appliances connected strategy, leveraging consumer insights, technology and key commercial partners to grow this segment and deliver our promise of Happiness and Well Being in every home.
  • Work cross-functionally with the Small Appliances sales team on Business Development and Strategic Partnerships. Enable new business models, such as subscription services, adjacent products and services, as well as to drive a leadership position with our Connected (IoT) Small Appliances.
  • Demonstrate understanding on upgradable comparative products and customer strategies. Use this understanding to position GEA to win.
  • Partner with consumer insights, brand, industrial design and product managers to understand consumer data and develop winning commercialization strategies.  Use the findings to influence the product marketing efforts to include videos, point of purchase material, training materials, feature & benefit copy and all other creative assets. 
  • Develop top talent as the Commercial Leader of Small Appliances, influencing and growing the Merchandising and Channel Managers. 
  • Create the vision the Merchandising Manager will execute in launching new products and bringing a compelling and innovative go-to-market strategy to life.
  • Drive development and iteration of the major appliances NPI commercial checklist to meet the evolving needs and speed to market of the SA microenterprise.
  • Partner with the fulfillment and sales team to accurately forecast inventory needed to meet the demand during all new product launches, promotion timing and day to day sales plans. 
  • Work very closely with finance and pricing teams to evaluate impacts of pricing, promotion plans and inventory decisions such as selling excess and discontinued inventory.
  • Work closely with Product Management and the Pricing team to develop and implement Pricing and Promotional strategies, Dealer requirements, and financial/business models for consumables and complimentary third-party products.
  • Develop and run executive leadership reviews to include weekly QMI, commercial leadership pulsing, weekly commercial council topics and other ad hoc requests. 
  • Own commercial budget with line of sight to base cost management, including participating in monthly financial reviews, reviewing all base cost spend details and advising quarterly spend forecast and adjustments.
  • Manage day to day work associated with the commercial needs of the product line.
  • Assist in the creation of SA policies
  • Assist with establishing operations and/or process creation SOWs for SA operations.
  • Other duties as assigned

What you need to Succeed

Minimum Qualifications:
  • BA/BS degree from an accredited university or college.
  • Minimum 10 years of Product Marketing, Commercial, and/or relevant Product Management experience
  • Forward thinking manager with proven track record, a demonstrated change agent who thrives in a dynamic fast-paced environment, exceptional communicator and negotiator.
  • Highly effective at facilitation & presentation skills, you tell the story for internal and external customers well.
  • Self-motivated and curious, you take initiative and own deliverables. 
  • Brings an “outside in” focus, with previous experience in commercial functions
  • Exceptional interpersonal/written communication skills; can effectively interact with all levels of the organization
  • Enthusiastic can-do attitude, high energy level, exceptional sense of urgency
Preferred Qualifications:
  • MBA preferred
  • Previous small appliances industry experience highly desired
  • Experience in Direct-to-Consumer and/or eCommerce Sales preferred
  • Previous Retail or Contract channel experience
  • IOT experience a plus.
  • Experience in major appliances and consumer packaged goods channel desired
  • Connected or eCommerce channel development experience
  • Exposure to operations and project management
Working Conditions:
  • Working conditions are normal for an office environment.
  • Work may require occasional weekend and/or evening work.
  • 30% domestic and international travel required to customer sites/ plants, etc.

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.



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