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"We use eMarketer to understand what kind of trends are coming from a B2C perspective and then try to translate them into B2B language."
Former Director, Global Digital Strategy, GE
Andy Markowitz leads the global digital strategy group across GE divisions and manages the company’s Center of Excellence (COE), which enables best practices for digital capabilities including strategy, lead generation, search, content, social media and customer engagement. The COE also focuses on training and development to help GE’s businesses gain marketplace understanding by driving scale, providing external perspective and identifying customer points of relevance.
Prior to GE, Markowitz was the director of digital services at Kraft Foods, where he led a COE for all digital activity and helped create scalable best practices and thought leadership on a wide range of online marketing principles and generated a pipeline of emerging media opportunities. Before joining Kraft, he worked for Send.com, the online gift company, as well as advertising agencies.
(Editors’ note: Andy Markowitz was interviewed by eMarketer in January 2014; he was named General Manager, Performance Marketing Labs, GE in January 2015.)