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GE Appliances Names Rick Hasselbeck CMO

Rick Hasselbeck has left the beauty business to serve as chief marketing officer of GE Appliances.

Formerly global franchise leader of Covergirl and general manager of its North American cosmetics unit, Hasselbeck was brought in following an extensive search to “help take our brands to the next level,” said CEO Chip Blankenship.

Specifically, he is responsible for leading the development and execution of all marketing activities for the majap maker, including brand, consumer/market insights, industrial design, CRM/digital commerce, pricing and promotions, marketing communications/advertising, merchandising and training.

He reports directly to Blankenship, who will also look to Hasselbeck to “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.”

“The most successful brands put the customer experience above all else, and GE Appliances has been doing that for years now,” Hasselbeck noted.

His background includes 19 years of brand management and marketing at leading consumer products manufacturer Procter & Gamble (P&G). During the last three, he “led the transformation of Covergirl through new innovative marketing approaches, refocused brand positioning and made significant operational improvements that resulted in dramatically improved productivity and profitability,” GE said.

P&G recently sold Covergirl to Coty, and GE Appliances was recently acquired by Haier.