GE names brand executive Boff as chief marketing officer
Reuters
Published Sep 22, 2015 12:52PM ET
Updated Sep 22, 2015 01:08PM ET
GE names brand executive Boff as chief marketing officer
(Reuters) - General Electric Co (N:GE) on Tuesday named top brand executive Linda Boff as its chief marketing officer, as the U.S. conglomerate tries to position itself as a digital industrial company.
Previously executive director of global brand marketing, Boff will report to Beth Comstock, GE's prior marketing chief. Comstock became vice chair earlier this month, the first woman to hold that post in the company's history.
Boff, who joined GE in 2003, has helped oversee its advertising. In several new, light-hearted video ads, a computer programer perplexes family and friends when explaining he is going to work for the company.
The ads fit with Chief Executive Officer Jeff Immelt's bet on marrying the company's industrial products with software and analytics. GE put a bigger spotlight on these efforts earlier this month in creating GE Digital to consolidate its software and IT operations.
The company's annual Minds and Machines conference in San Francisco next week will highlight the digital efforts.
Get The News You Want
Written By: Reuters
Trading in financial instruments and/or cryptocurrencies involves high risks including the risk of losing some, or all, of your investment amount, and may not be suitable for all investors. Prices of cryptocurrencies are extremely volatile and may be affected by external factors such as financial, regulatory or political events. Trading on margin increases the financial risks.
Before deciding to trade in financial instrument or cryptocurrencies you should be fully informed of the risks and costs associated with trading the financial markets, carefully consider your investment objectives, level of experience, and risk appetite, and seek professional advice where needed.
Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. The data and prices on the website are not necessarily provided by any market or exchange, but may be provided by market makers, and so prices may not be accurate and may differ from the actual price at any given market, meaning prices are indicative and not appropriate for trading purposes. Fusion Media and any provider of the data contained in this website will not accept liability for any loss or damage as a result of your trading, or your reliance on the information contained within this website.
It is prohibited to use, store, reproduce, display, modify, transmit or distribute the data contained in this website without the explicit prior written permission of Fusion Media and/or the data provider. All intellectual property rights are reserved by the providers and/or the exchange providing the data contained in this website.
Fusion Media may be compensated by the advertisers that appear on the website, based on your interaction with the advertisements or advertisers.