CMO Insights

Marketing leaders share views on best practices in marketing strategy, capabilities, and metrics.

Beth Comstock, Chief Marketing Officer, GE

Senior Vice President and Chief Marketing Officer Beth Comstock discusses how GE approaches marketing: “You have to create a platform that invites innovative ideas.” This platform involves four capabilities that have produced an array of new products, services, customers, and business models.

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Beth Comstock’s Executive Biography

Beth Comstock leads GE’s growth and market innovation initiatives, including three company-wide platforms: GE Ventures, which partners start-ups with GE capabilities, and ecomagination and healthymagination, which harness innovation for better environmental and health outcomes. As Chief Marketing Officer, she also leads the sales, marketing and communications functions.

Previously she served as President of Integrated Media at NBC Universal where she oversaw ad sales, marketing and research, and led the company’s digital media efforts, including the formation of, Peacock Equity, and

In 2003, she was named GE’s first Chief Marketing officer in more than 20 years. Previously, she held a succession of roles at GE, NBC, CBS and Turner Broadcasting.

Beth is a member of Nike’s Board of Directors and Trustee president of the Smithsonian’s Cooper-Hewitt National Design Museum. She graduated from the College of William and Mary with a degree in biology.