Senior Director, Sales – Applied Products (Remote)

GE Appliances, a Haier company•Louisville, KY

4d•Remote

About The Position

The Senior Director, Sales – Applied Products will serve as the commercial architect for GE Appliances’ VRF and chiller business within the Commercial Microenterprise—an emerging, high-growth segment of the Air & Water portfolio. This role is not inheriting a fully built organization. It is responsible for building, scaling, and leading the applied sales capability from the ground up—establishing the team, operating rhythm, and go-to-market approach required to support rapid growth. The leader will partner closely with the Commercial Microenterprise Leader to shape the business, align on growth priorities, and ensure the sales organization evolves in lockstep with product, channel, and operational capabilities.

Requirements

10–15+ years of experience in applied HVAC sales, with deep expertise in VRF, chillers, or related systems
Proven track record of building or scaling technical sales teams in a growth environment
Strong understanding of specification-driven sales and commercial HVAC ecosystems
Experience operating in ambiguous or early-stage business environments preferred
Demonstrated ability to partner with senior business leaders to shape strategy and execution
Bachelor’s degree in Engineering, Business, or related field (advanced degree preferred)

Nice To Haves

Leadership Expectations: Builder mindset: Comfortable operating in ambiguity and creating structure where none exists. Player-coach: Willing to engage directly in key deals while developing the team. Enterprise thinker: Balances microenterprise priorities with broader Air & Water integration goals. Execution-focused: Drives accountability, pace, and measurable outcomes. Capability-led: Prioritizes building sustainable, differentiated sales capabilities over short-term fixes.

Responsibilities

Build & Scale the Applied Sales Organization: Design and stand up the applied sales engineering team, including roles, coverage model, and capability requirements. Recruit, develop, and retain top technical sales talent to support projected growth. Establish clear operating rhythms, performance expectations, and development pathways. Scale the organization in phases aligned to market expansion and portfolio growth.
Co-Lead Commercial Strategy for the Microenterprise: Partner directly with the Commercial Microenterprise Leader to define and execute the growth strategy for VRF and chillers. Shape market entry and expansion plans, including priority geographies, verticals, and channel approaches. Translate business goals into actionable sales plays, coverage models, and resource plans. Act as a core member of the microenterprise leadership team, contributing beyond sales into broader business decisions.
Drive Technical Sales Excellence: Build a high-impact sales engineering capability focused on specification influence and complex project conversion. Establish a solutions-based selling model that integrates engineering expertise with customer and channel needs. Develop tools, training, and processes that enable consistent execution across the team. Embed disciplined pipeline management and forecasting tied to project lifecycles.
Enable Cross-Functional Integration: Partner with Product Management, Distribution, and Operations to ensure alignment across offering, availability, and channel strategy. Provide direct market feedback to inform product roadmap and innovation priorities. Help shape the evolving distributor strategy as the business explores expanded channel ownership and complexity.
Build for the Future: Stand up scalable capabilities, not just near-term coverage (e.g., CRM discipline, sales processes, AI-enabled tools). Anticipate future needs tied to advanced logistics, channel complexity, and portfolio expansion. Ensure the organization evolves from early-stage build to high-performance execution.