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?

At GE Appliances, we're shaping the future of B2B sales in the Contract Pro and Air & Water channels-industries where we are proud to be market leaders. We are seeking a B2B Lead Generation Content Specialist to help fuel our growth engine. In this high-impact role, you'll be responsible for developing and executing content marketing strategies that generate leads, nurture relationships, and convert interest into measurable business growth.

Working closely with cross-functional teams including Sales, Product, and Brand Marketing, you'll take ownership of content-driven demand generation efforts across email, digital platforms, and our B2B websites. Your work will be instrumental in building awareness, driving engagement, and delivering qualified leads into our pipeline.
Position
B2B Lead Generation Content Specialist (On-Site)
Location
USA, Louisville, KY

How You'll Create Possibilities

Key Responsibilities:

• Develop, manage, and execute the B2B lead generation email campaign calendar to align with strategic business objectives.
• Design, deploy, and optimize outbound lead generation email campaigns using Salesforce Marketing Cloud.
• Collaborate with internal stakeholders and external agencies to build channel-specific customer journeys that support inbound marketing goals.
• Conduct customer segmentation research and A/B testing to refine campaign performance and uncover new growth opportunities.
• Ensure data accuracy and compliance by maintaining customer database hygiene aligned with privacy laws and company policies.
• Lead list segmentation and targeting strategies to support campaign relevance and effectiveness.
• Manage inbound and outbound campaign workflows, ensuring timely and high-quality execution.
• Monitor and analyze campaign performance, delivering actionable insights and ROI reporting to marketing and sales leadership.
• Drive continuous improvement of B2B websites, with a focus on enhancing user experience, increasing lead engagement, and improving conversion rates.
• Own and manage digital dashboards related to lead performance, campaign metrics, and SEO/SEM KPIs.
• Oversee lead generation keyword campaigns to maximize conversions while managing cost-efficiency.

What You'll Bring to Our Team

Qualifications & Requirements:

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 3+ years of marketing, sales, or commercial experience in a B2B environment.
• Hands-on experience with Salesforce Marketing Cloud and CRM systems.
• Strong understanding of B2B marketing tools, platforms, and lead generation best practices.
• Demonstrated success executing multi-channel digital campaigns with advertising agencies or creative teams.
• Proficiency in Google Ads, Google Analytics, and keyword optimization tools.
• Working knowledge of SEO/SEM strategy and execution.
• Strong project management skills with experience overseeing creative development and agency collaboration.
• Data-driven mindset with a passion for campaign optimization and performance metrics.
• Excellent verbal and written communication skills, with an ability to translate business goals into effective marketing tactics.
• Highly organized, proactive, and adaptable in a fast-paced environment.

Preferred Qualifications:

• Experience working within an advertising agency or creative services environment.
• Background in marketing within the appliance or adjacent B2B industries.
• Familiarity with marketing automation platforms, marketing attribution models, and lead scoring strategies.

#LI-DL1

Our Culture

Our work is centered on our People and Culture as reflected in our Zero Distance philosophy and we recognize the importance of reaffirming our commitment to inclusion and diversity (I&D). This underscores our commitment to fostering an environment where every individual feels valued, connected, and empowered to contribute, while positioning our organization to adapt seamlessly to the evolving needs of our workforce and communities.

This reflects our dedication to creating solutions that: Empower colleagues by fostering an environment where all voices are heard, valued, and encouraged to contribute. Strengthen communities where we live and work. Reinforce a culture of belonging, purpose, and engagement. Reflect the diversity of the communities we serve through our workforce, products, and practices.

By further embedding Zero Distance into our People and Culture framework, we will continue to build a deeply connected organization. We are cultivating a culture of engagement, belonging, and connection, because while attracting new talent remains a priority, retention is a cornerstone of our strategy.

GE Appliances is a trust-based organization. It is important we offer our employees the flexibility they need to do their best work while balancing the needs of the business and individuals. When you join GE Appliances, you will have the opportunity to work with your leader to create a flexible work arrangement that balances the needs of the individual, team, and organization.

GE Appliances is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other characteristics protected by law.

GE Appliances participates in E-Verify and will provide the federal government with your Form I-9 information to confirm that you are authorized to work in the U.S

If you are an individual with a disability and need assistance or an accommodation to use our website or to apply, please send an e-mail to ask.recruiting@geappliances.com