In a rare interview, GE’s SVP and Chief Marketing Officer Beth Comstock talks to Behance’s Scott Belsky about what it takes to keep great ideas alive in a big company. Offering essential insights for creative leaders, the conversation touches on the power of passion and storytelling in getting ideas off the ground, why we should make heroes out of failures, and the challenges of driving change amidst bureaucracy.About Beth Comstock
Beth Comstock is Chief Marketing Officer and SVP of GE. She leads the company’s organic growth and commercial innovation initiatives, and the sales, marketing and communications functions. She is responsible for the GE-wide business platforms ecomagination, devoted to reducing environmental impact with new technology, and healthymagination, focused on achieving sustainable health through innovation by lowering costs, improving quality, and reaching more people.
She returned to the CMO role after having spent over two years as President of Integrated Media at NBC Universal. Beth oversaw the television ad sales, marketing, and research teams, with a focus on new advertising innovations. She led the company’s digital media development and distribution, including the formation of hulu.com, Peacock Equity, and the acquisition of ivillage.com.
Previously, Beth held a succession of publicity and promotions roles at GE, NBC, CBS, and Turner Broadcasting. She is a trustee of the Smithsonian’s Cooper-Hewitt National Design Museum. Beth and her husband have two daughters.