LOUISVILLE, Ky.—June 22, 2020—GE Appliances, a Haier company, today announced that Julie Burns will join the company as Executive Director, Monogram, effective this month. With 20 years of luxury marketing experience, Burns is well-poised to lead the ultra-premium Monogram brand and elevate it to new heights.

“Julie will help to truly bring to life our new Monogram campaign The Mark of Luxury You Can See and Feel™ and ensure that the restage of our two product collections continues to gain momentum and deliver great results,” said Mary Putman, who leads the House of Brands as Vice President of Marketing and Brand for GE Appliances. “Julie’s experience in luxury markets and brands, her leadership of large organizations, and her demonstrated ability to create modern omni-channel marketing strategies including CRM, loyalty and e-commerce make her uniquely qualified and a fantastic addition to our leadership team.”

Mostly recently, Burns held a position as VP, Marketing and Sales at ABLE, a global, ethical women’s fashion lifestyle brand headquartered in Nashville, TN. In this role, she had responsibility for driving sales growth across retail, wholesale and online channels through the development of innovative and engaging marketing campaigns. 

“I am thrilled to join a brand that is so committed to high-quality materials, performance and the ownership experience. Monogram has a rich history, and it’s an exciting time to join the brand as it redefines the world of luxury appliances,” said Burns. “I look forward to using my experience to continue building Monogram into a luxury brand experience that consumers can see and feel.”

Prior to ABLE, she spent several years at L’Oreal USA, Inc. in New York, NY in the roles of Assistant VP, Omnichannel Marketing, Kiehl’s and Assistant VP, Customer Relationship Management and Loyalty, L’Oreal Luxe, a role in which she created the vision and strategies for customer relationship marketing and loyalty to drive digital and brick and mortar innovation projects within the luxury portfolio.

Her luxury marketing experience also includes time with Hilton Worldwide Holdings Inc., where she was responsible for driving global brand and business strategies across the Luxury and Lifestyle brand portfolio.

In her new role, Burns will lead the Monogram team, including the Monogram Design Center, Monogram Experience Center and our team of Designer Engagement Leaders. She will also be responsible for developing, implementing and executing brand strategies and initiatives. She will be based at Appliance Park in Louisville and will report to Mary Putman.

About GE Appliances
GE Appliances, a Haier company, creates “good things, for life” through our passion for great appliances and the happiness they can bring to every household. With the Monogram®, CAFÉ, GE®, GE Profile™, Haier and Hotpoint brands, people and families have more choices for making their kitchens and homes amazing each day. Our products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners and water filtration systems. For more information, visit www.geappliances.com/our-company.