GE names CMO Beth Comstock vice chair of Business Innovations unit

She is reportedly the first woman to hold the vice chair title at GE.

FAIRFIELD, CT: GE has appointed longtime CMO Beth Comstock as vice chair of the company’s Business Innovations unit, it said Tuesday morning.

Comstock, who joined GE in 1998 as VP of corporate communications, is reportedly the first woman to hold the vice chair title at the company.

In the expanded role, Comstock will continue to lead GE Lighting, GE Ventures and Licensing, corporate marketing, sales, and communications, while also "building out GE as a service," according to a statement from the company.

Deirdre Latour replaced Gary Sheffer as GE's CCO at the beginning of April. Like Sheffer, she is reporting to Comstock.

Representatives from GE were not immediately available for comment.

"As we advance our digital capabilities, create new markets, and build partnerships that enhance GE’s inventive culture and brand, [Comstock] continues to be instrumental in delivering better, faster outcomes for our customers," said GE chairman and CEO Jeff Immelt, in a statement.

Comstock is no stranger to taking on new roles – she was named GE’s first CMO in more than a decade in 2003.  

After serving as marketing chief from 2003 to 2005, Comstock left GE for just over two years to serve as president of integrated media at NBCUniversal. She rejoined GE in March 2008 as its marketing chief.

Comstock – listed as one of PRWeek’s top 40 innovators to watch earlier this year – also held previous roles at CBS and Turner Broadcasting, according to her LinkedIn profile.

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