Rick Hasselbeck
Rick Hasselbeck, Chief Marketing Officer

LOUISVILLE, Ky.October 10, 2016GE Appliances, a Haier company, announced today that Rick Hasselbeck, a leader with a great track record of growing businesses, has been named Chief Marketing Officer, effective mid-November.

“We conducted an extensive search to fill this position,” said Chip Blankenship, CEO of GE Appliances. “With Rick we’ve found a leader who can help take our brands to the next level, continue to build relationships with our customers to serve them better, develop deeper relationships with our owners and drive growth for the company and our customers.”

In his new role, Hasselbeck will be 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. He will report directly to Chip Blankenship.

Hasselbeck joins GE Appliances from his role as General Manager, North America Cosmetics and Global Franchise Leader for COVERGIRL, a Procter & Gamble business, which was recently acquired by Coty. With responsibility for COVERGIRL P&L over the last three years, Hasselbeck 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.

“The most successful brands put the customer experience above all else, and GE Appliances has been doing that for years now,” said Hasselbeck. “I’m excited to apply my expertise and build on this solid foundation.”

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.

About GE Appliances
GE Appliances, a Haier company, makes moments that matter for our owners through our passion for making great appliances and providing unparalleled services. We make with our hands, heads and hearts. We make with integrity, inventiveness and ingenuity. For more than 125 years, we have been creating a legacy of invention—we've electrified and modernized life, bringing convenience and fun to kitchens. GE Appliances' products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners, water filtration systems and water heaters. For more information on GE Appliances, visit www.geappliances.com.