Director, Strategy & Market Intelligence – Light Commercial Microenterprise - REMOTE

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?

As a GE Appliances’ Market Intelligence Director – Light Commercial Microenterprise, you’ll serve as the organization’s expert on market dynamics, competitive behavior, customer needs, and emerging trends across commercial buildings in North America supporting our fast growth in the light commercial HVAC and water heating space.

This role reports directly to the Light Commercial Microenterprise Leader and operates as a high-impact individual contributor with wide influence across Product, Sales, Marketing, and Finance. You’ll help us stay grounded in real market truth by maintaining zero distance to the customer — engaging deeply with engineers, contractors, reps, distributors, and building owners to understand what drives decisions in the commercial space.

Our business has historically focused on the hospitality and long-term care verticals, but we are now expanding into high-opportunity segments such as schools, office buildings, multi-family, retail environments, restaurants, gyms, urgent care, and medical offices. This role will be central in shaping that growth plan — identifying where to play, how to win, and which verticals offer the most attractive near‑and long‑term opportunities.

Director, Strategy & Market Intelligence – Light Commercial Microenterprise - REMOTE

USA, Louisville, KY

• Build and lead the Light Commercial microenterprise’s market intelligence capability.
• Analyze market size, vertical segmentation, replacement cycles, installed‑base trends, and emerging technology shifts across commercial buildings.
• Track competitor portfolios, channel approaches, pricing strategies, spec behavior, and innovation roadmaps.
• Produce clear, executive‑ready insights through dashboards, reports, and leadership briefings.

• Identify, size, and prioritize new commercial verticals including schools, offices, retail, restaurants, gyms, urgent care, and medical offices.
• Assess customer needs, economics, decision processes, and channel pathways unique to each vertical.
• Build vertical‑specific insights that guide where we invest, where we innovate, and how we position ourselves to win.
• Provide scenario analyses and strategic recommendations that shape multi‑year growth plans and resource deployment.

• Maintain zero distance to the customer through field visits, VOC, jobsite observations, interviews with specifying engineers, mechanical contractors, reps, distributors, and building owners.
• Translate customer insight into actionable recommendations for product strategy, pricing, promotional strategy, channel design, and market entry into new verticals, that aids in driving profitable growth to our P&L.

• Identify unmet needs and opportunity spaces that drive the NPI pipeline.
• Own the market and competitive components of NPI business cases, especially as they relate to new verticals and applications.
• Lead concept validation through targeted research with engineers, contractors, and building operators.
• Support differentiation, positioning, and launch readiness for new offerings.

• Bring market truth into annual and long term planning.
• Develop modeling and forecasting for newly targeted verticals, including adoption timing, growth potential, and competitive intensity.
• Partner with Product Management, Sales, Marketing, and…