GE Names Marketing Chief Comstock Vice Chair Leading Innovation

General Electric Co. named Chief Marketing Officer Beth Comstock, who oversees venture and lighting operations, the company’s first female vice chair.

Comstock, a GE officer since 1998, heads the company’s business innovations unit, which includes the storied light-bulb manufacturing division. As marketing chief, she has helped the Fairfield, Connecticut-based company build a broad media presence, spanning television commercials, web videos, native advertising campaigns and social media accounts on platforms such as Twitter, Instagram and Vine.

"Beth has a proven reputation inside and outside GE for transforming the enterprise and being a catalyst for digital innovation and growth," Chief Executive Officer Jeffrey Immelt said Tuesday in a statement announcing the promotion.

Comstock, 55, was included this year in Forbes’ list of the "world’s 100 most powerful women." She has been on the board of Nike Inc. since 2011.

John Rice, Daniel Heintzelman and GE Capital CEO Keith Sherin are the company’s other vice chairs.