Title: Director-global digital strategy Company: General Electric Co. Years in current job: 3
Andy Markowitz has been at the forefront of digital marketing for more than 15 years, managing a dot-com startup in the late 1990s and spending nine years as director-digital services at Kraft Foods before joining General Electric Co. in 2010.
One of Markowitz's top digital projects over the past year has been driving engagement around marketing automation. GE's corporate office and several of its businesses have implemented a marketing automation system, and Markowitz's team developed a center of excellence to develop best practices and drive adoption and engagement.
“We're seeing immediate impact and results, getting dollars into the pipeline and recognizing revenue,” he said.
His group has also been using LinkedIn as an important communications channel with customers and influencers, gaining more than 750,000 followers.
Mobile has been another top priority for Markowitz, and his team is leading GE's efforts to use mobile as a sales enabler and drive revenue.
“GE is a prolific developer of mobile apps. We have an internal mobile COE that has developed 100-plus apps,” he said. “We're good at apps; what we need is more of a lens on how to get to the endgame.”
So GE has formed a partnership with mobile consultancy Undercurrent to develop a strategy and process to not just build apps but create real monetary value with mobile, Markowitz said.