In her new role, Ms. Boff will "lead the company's digital industrial marketing strategy, intensify commercial and customer impact, and continue to accelerate GE's brand," the company said in a statement. Ms. Boff will report to Beth Comstock, GE vice chair and president and CEO of GE Business Innovations.
Ms. Comstock previously held the position of CMO. She was the first CMO at GE in more than 20 years when she was appointed in 2003.
"Linda is one of the most innovative and forward-thinking marketers in the business," Ms. Comstock said in the company statement. "Her extensive background in integrated marketing, digital media and brand, as well as her reputation for innovation will help evolve our marketing organization, build our iconic brand and advance GE's digital and industrial strength."