Summit: nyc18


Length: 24:43


GE harnesses breakthrough ideas by engaging with startups and researchers in new ways. In this talk, Chief Marketing Officer at GE, Linda Boff, explores how the company manages its innovation processes, and how their work supports and partners with entrepreneurs for mutual benefit.

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This talk is presented by

Linda Boff - Chief Marketing Officer & Vice President, Learning & Culture, GE

Boff is GE’s Chief Marketing Officer leading all global marketing, brand, content, digital, sponsorship, and customer experience for the company. Boff is also GE’s Vice President of Learning & Culture leading GE’s learning & development work, including GE Crotonville. As a company’s brand reflects a company’s culture, Linda’s role brings together two instinctively tied elements. In her role, Boff drives the positioning of GE, one of the world’s most powerful brands, as the preeminent digital industrial company, and brings digital first thinking and strategy into GE’s learning & development efforts for 300,000 employees around the world.

Under Boff’s leadership, GE’s marketing campaigns and fresh approach to media and content, have driven immense results in brand value and recruitment efforts. GE has been recognized as AdWeek’s hottest digital marketer and won a coveted Cannes Grand Prix Award in 2016.

Passionate about all things digital and the future of media, Boff is recognized as one of today’s most influential CMOs. She was named 2017 AdWeek Grand Brand Genius. She is a 2016 Matrix Award winner, CDO Club’s 2016 US Chief Digital Officer of the Year and #5 on Business Insider’s 50 Most Innovative CMOs list, among other accolades. Boff is also Chairman of the Ad Council and a member of ANA’s Executive Committees and Marketing 50.

Boff is on the Board of Dunkin’ Brands Group, Inc., the parent company of Dunkin’ Donuts and Baskin-Robbins, and is Executive VP for Partnership with Children, a NYC-based organization which provides social support to hard-to-reach school children.

Previously, Boff was GE’s executive director of global brand marketing. She also served as CMO of iVillage Properties, part of the NBC Universal. Boff joined GE in early 2004 as leader of employee marketing after 18 years of experience in marketing, advertising and communications including senior roles at Citigroup, the American Museum of Natural History and Porter Novelli.

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

Sam Olstein - Global Director of Media & Innovation, GE

Sam is currently the global director of media and innovation at GE, overseeing the brand’s use of traditional and emerging media, audience development, and the growth of GE’s distributed social media footprint. His work bridges a range of industries from digital to technology and engineering, implementing tools such as drones, consumer products, live experience, and volcanoes to redefine the narrative of GE’s century long legacy. Before joining GE, Sam was the East Coast Director at OMD’s Ignition Factory creating breakthrough new media & marketing campaigns for PepsiCo, CBS, Showtime, and Google. Sam began his career in the mailroom at ICM before becoming an agent at Paradigm Talent in Los Angeles. Sam is also a member of the inaugural Social Impact Council and an innovation advisor for the Ad Council.