GE Appliances, a Haier Company | Company Profile, Marketing Contacts, Media Spend, Brands
GE Consumer & Industrial, based in Louisville, KY, is one of the world's leading manufacturers of major appliances. A division of General Electric, the company's products include refrigerators, freezers, ranges, microwaves, cooktops, washers, dryers, dishwashers, disposers, compactors and air conditioners. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **
|Main Telephone||(502) 452-7800|
|Main Fax||(502) 452-0774|
GE Appliances, a Haier Company ContactsContacts (5/6)
|Rick H.||Chief Marketing Officer||KY|
Sample of Associated Brands
|Chip B.||President & Chief Executive Officer||KY|
|Debbie W.||Vice President, Communications, Public Relations & Events||KY|
|Mary P.||Vice President, Marketing & Brand||KY|
|Kim F.||Manager, Public Relations||KY|
|GE Appliances, a Haier Company.||*|
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Score 56 - Close Watch: GE Appliances names new CMO ahead of peak revenue season
Subject: print, digital, TV, social media
Company: sold to Chinese manufacturer Haier this summer.
Opportunity: Named Rick Hasselbeck as CMO. GEA CEO Chip Blankenship said Hasselbeck has been brought in to "take [GE's] brands to the next level." Specifically, Hasselbeck will lead the development and execution of all marketing activities for GEA, including brand, consumer/market insights, industrial design, CRM/digital commerce, pricing and promotions, marketing communications/advertising, merchandising and training.
Hasselbeck's long career in the beauty brands segment culminated with him leading marketing for Covergirl, which was recently sold by P&G to Coty (more here). In a release, Hasselbeck said that "the most successful brands put the customer experience above all else," so look for him to employ tactics from his time at Covergirl when setting strategy for GEA. Since his background is not in appliance or household products marketing, look for him to, at the least, bring a fresh perspective and possibly shakeup strategy and GEA's agency roster.
Sellers - most of GEA's marketing activity takes place between March and June, or home improvement season. Therefore, be sure you are reaching out to secure Spring revenue tied to home improvement. Female household-decision makers are the top targeted demographic in this category. GEA was just acquired by Haier this summer, so higher marketing budgets could be on tap for next year as the Chinese company looks to increase its market share stateside.
Experience: Hasselbeck previously served as North American cosmetics division lead and global leader for Covergirl for P&G. Prior to this, he held a number of marketing positions of increased responsibility with P&G, working on brands such as Pantene and Vidal Sasson before moving over to cosmetics.
Competitors: As stated above, the top three major appliance companies in the US command 90% of the market. These include Whirlpool and Electrolux, which is is reviewing its media, advertising and PR account (more here).
2016 spend (thus far) is up slightly from the same period 2015, when $2.8 million was spent on two ads. For full 2015, $2.9 million was spent on national TV ads.
Digital Breakdown: Pathmatics reports that GEA's digital budget has largely been split between video ($589,000 for 30.6 million impressions) and desktop ($425,000 for 58.8 million impressions). An additional $54,000 was spent on mobile ads so far this year (8.1 million impressions).
2016 Impressions/Destinations (by channel):
-Desktop: Mostly site direct (80%), with some Google AdX + AdSence (11%), Chango (3%) and Centro (2%). Top destinations include purewow.com.
-Mobile/Tablet: Mostly site direct (79%), with the remainder through Rocket Fuel (6%), Google AdX (5%) and Chango (4%).
-Video: Almost all site direct (93%), with some through Google AdX + AdSense (4%). Top destinations include amazon.com.
Note that GEA's 2016 spend is 88.2% higher than spend for the same period 2015 ($1.1 million vs. $563,000).
4000 Buechel Bank Rd.
Louisville, KY 40225
Chief Marketing Officer
General Manager, Consumer & Market Insights