Linda Boff

Executive Director, Global Digital Marketing at GE

GE: Freedom Within the Framework

“So think about the GE brand as a framework. The GE brand has resonated for decades upon decades. It stood for innovation. It stood for optimism, accessibility. These are things that won’t change. The brand ethos of Imagination at Work captures our DNA perfectly.”

GE: Creating the Industrial Internet

“The Industrial Internet is a term GE coined, actually just about a year ago. We made a big commitment at GE to open up a software center in California. We’ve hired hundreds, and we are still hiring hundreds of software engineers, computer scientists, user experienced product folks to help GE marry big machines and big data. What’s the intersection of those two things? Think about intelligence on jet engines, intelligence on locomotives, on hospital, MRI machines, CT machines. This to us, to GE is about productivity. It’s about prognostics. And we believe that we have an opportunity to play here. To me, this is eco and healthy all over again. Except perhaps even bigger.”

GE: An Internal Brand Ecosystem

“GE is the ultimate matrixed organization. There are twenty-two people in corporate marketing, global advertising, digital marketing. We would never be able to do what we could do without the ecosystem that is GE. Marketers, advertising folks, marketing communication folks located throughout the world and it’s cliche I guess, but the matrix works.”

  • About Linda Boff

    Boff is responsible for GE’s global advertising and digital marketing along with the company’s brand and design strategy.

    Previously, Boff was CMO of iVillage Properties, part of NBC Universal. Boff joined GE in early 2004 with 18 years of experience in marketing, advertising and communications including senior roles at Citigroup, the American Museum of Natural History and Porter Novelli.

    Boff was named B2B Magazine’s 2012 Digital Marketer of Year. She is a frequent speaker at digital and social media industry events.

    Boff earned a BA in Political Science and Psychology from Union College. She lives in Irvington, NY with her husband and two children.