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GE hires new marketing chief in move to be a digital brand

Corporate leadership shuffle reflects shift in marketing focus.

September 23, 2015

In a move to rebrand itself as more a digital industrial business, General Electric has hired on a known brand leader as its top marketing chief.

Linda Boff, who previously had the role of executive director of global brand marketing, is now the chief marketing officer, reporting to Beth Comstock, a GE vice chairperson, according to a Reuters report.

GE is already busy revamping its marketing efforts, notes Reuters, given new video advertisements that have a funnier tone. The new digital brand strategy is part of an overall corporate revamping which includes the creation of a new unit, GE Digital, which combines its technology and software divisions.