Interview: Beth Comstock, SVP-CMO, GE: NBCU’s Digital Mindset Has Been Changed

This time next week Beth Comstock will be reporting to work as SVP and CMO of GE, not president of integrated media for NBC Universal (NYSE: GE). Comstock, announced today as GE SVP & CMO, knew when she got on the phone with me today that her assurance in early January about not going back to GE was bound to come up: “At that point, it was still something we were talking about as out in the future … In the past month, we started talking about it with a specific target date.” She said she always expected to go back to GE eventually: “When you’re in the GE cycle you sort of expect [it] after being in a job a couple of years.”

Some excerpts from our conversation, her first interview on the change:

Why now?: “I think it made sense, we didn

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