As director of global brand marketing, Linda Boff is tasked with leading GE's global advertising and digital marketing, as well as the company's brand and design strategy.
Before joining the company, she was CMO of iVillage Properties, part of NBC Universal. She has 28 years of experience in marketing, advertising and communications including roles at Citigroup, the American Museum of Natural History and Porter Novelli. Boff was named BtoB Magazine's 2012 Digital Marketer of the Year. You can follow her on Twitter at @lindaboff.
What is your proudest work achievement in the past year?
As I think back over the last 12 months, we were successful in telling our story in six seconds, 60 seconds and 60 minutes. We created something called #6SecondScience, using Vine, that invited people to share simple science experiments and it just exploded online. In 60 seconds, we created a magical ad about a young girl seeing the "wow" accomplishments her mom achieves while working at GE. And we worked with CNBC to create a one-hour special called "The Rise of the Machines" that focused on the growing intersection of man and machine, something we call the Industrial Internet.
What do you like most about your job?
I like everything about my job! But a few of my favorite parts include first, working on a brand that matters. At GE, we have a company of people passionately dedicated to solving tough problems through innovative technology. That's a great thing to wake up to every day. Second, I love my team—they are creative, funny, smart and incredibly hard-working. And lastly, I'm very excited about all the changes taking place in the media landscape. Some people find it overwhelming, but I like the infinite possibilities it gives us as marketers.
How can more women be successful in the B2B marketing industry?
I'm impressed by the number of very talented women I see in CMO and other top marketing roles in B2B companies, so that's encouraging. Great B2B—or for that matter B2C—marketing is based on understanding your customers, finding key insights, building a great go-to-market campaign, and being flexible enough to iterate, learn and adjust.
What's your best piece of advice to women in B2B marketing?
My best advice to anyone, and I think it's particularly true for women, is to be flexible, resourceful, bold and impactful.