Dive Brief:

• Following the recent promotion of its now former CMO Beth Comstock to vice chair, General Electric has named digital marketing veteran Linda Boff as its next chief marketer.
• Boff served as the former executive director of global brand marketing at GE and will now be focusing on digital industrial marketing strategy for the company.
• "We want to continue to shout louder than we spend and find greater levels of engagement with our audiences," the newly-minted chief marketer told Marketing Dive.

Dive Insight:

Throughout her tenure at GE, new CMO Linda Boff has been touted for helping the brand become more accessible. In fact, GE Vice Chair Beth Comstock said describes Boff as "one of the most innovative and forward-thinking marketers in the business."

Boff has pushed GE to expand its content marketing, specifically on social media platforms like Instagram, Vine and Snapchat. Last year, Adweek named Comstock and Boff one of five dynamic duos in digital marketing. The pair have pushed the envelope with social campaigns such as GE's first-ever "Drone Week" on Periscope.

"GE continuously adopts new technologies and experiments with new ways to tell our story. This is not going to change," Boff told Marketing Dive. "As the world’s premiere digital industrial company, we live at the intersection of machines and software and that means the breadth of stories we can share with audiences is tremendous. Determining which stories are right for both consumers and our B2B audiences, and on which new platforms, is our biggest challenge and biggest opportunity."