Rick Hasselbeck

Chief Commercial Officer

Rick is responsible for end-to-end commercial mechanisms, future strategic growth opportunities, and for driving business growth and value objectives. His responsibilities include Sales, Marketing, Brands (Monogram, CAFÉ, GE Profile, GE, Haier, Hotpoint), Factory and Customer Service, Parts, International Sales, FirstBuild, Chibo and serving as the leader of the Haier Group’s Global Brand Committee.

In his previous role as Chief Marketing Officer at GE Appliances, he was 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.

Before GE Appliances, Rick most recently was Senior Vice President, North America Cosmetics and Global Franchise Leader for COVERGIRL, a Procter & Gamble business, which was acquired by Coty. With responsibility for COVERGIRL P&L, Rick 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. 

His tenure at P&G spanned 19 years and included positions of increasing responsibility including living and working in Geneva, Switzerland, Los Angeles, CA, Baltimore, MD, and Cincinnati, OH.  Businesses and iconic brands that Rick led transformational change and drove strong profitable sales include: Pantene, Head & Shoulders, Vidal Sassoon, Herbal Essences, Infusium, Gain, Secret, Aussie, Pert Plus, Wella, Sebastian, Clairol Professional, Graham Webb, Nioxin, Tide, Crest, COVERGIRL, Olay, Max Factor.

Prior to P&G, from 1991 to 1995, 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.

Rick graduated from the University of Kentucky with a Bachelor of Science degree in Chemical Engineering and an MBA from Indiana University. He resides in Louisville, Ky.

Rick has a passion for transforming business, creating new businesses and go-to-market models and building brands.  

Favorite GE Appliance

"My favorite appliance is the new CAFÉ wine and beverage center. It’s simply the best new wine center on the market to preserve my passion for collecting outstanding wines."

Beverage Center