Rick Hasselbeck was named Chief Marketing Officer of GE Appliances in November 2016. In this role, he is responsible for leading the development and execution of all marketing activities including brand, consumer/market insights, industrial design, CRM/digital commerce, pricing and promotions, marketing communications/advertising, merchandising and training.

With over 20 years of consumer brand experience, Rick came to GE Appliances well-prepared to continue to build and strengthen relationships with customers, develop deeper relationships with owners and drive growth for the company. He believes that successful brands put the customer experience first, which is something he’s learned throughout his career.

Rick came to GE Appliances from COVERGIRL, a Procter & Gamble business, where he most recently served as General Manager, North America Cosmetics and Global Franchise Leader. With responsibility for COVERGIRL P&L, Rick led the transformation of the iconic brand through new, innovative marketing approaches, refocused brand positioning and made significant operational improvements that resulted in dramatically improved productivity and profitability.

His tenure at P&G spanned 19 years and included positions of increasing responsibility in brand management and marketing, both in the U.S. and globally. Prior to P&G, from 1991 to 1993, Rick worked at Martin Marietta and Robbins & Myers in operations as a Process Engineer and Project Manager before becoming a Senior Technical Sales Engineer, roles that drew on his education as a chemical engineer and helped build his expertise as a problem-solver and his understanding of customer needs and expectations.

Rick graduated from the University of Kentucky with a Bachelor of Science degree in Chemical Engineering and an MBA from Indiana University. Rick resides in Louisville, Kentucky.