GE’S Linda Boff Discusses Caring for -- and Marketing -- Iconic Brands

Bill Tucker Can you tell us about your background and how you came to be the Chief Marketing Officer at GELinda Boff GE is a company where people are very passionate about the work we do to build a world that works better so it shouldnamp8217t be a surprise that Iamp8217ve been with GE for nearly 20 years to work at GE is to fall in love with our purpose After an early career where I discovered a passion for marketing I joined GE from Citi in 2003 I started as Director of Global Employee Marketing and have been fortunate to gain experience that led to my current role as Chief Marketing Officer Vice President of Learning and Culture and President of the GE Foundation A strategic mindset global experience intense curiosity and worldclass teams are all factors in where I am today Of course being in the right place at the right time matters but once you are there you need it give it your all every day My focus today is on bringing out the best in GE at a time when the brand is evolving dramatically to support three independent companies Through it all the part I love most about GE is the people My team is simply outstanding We have each otheramp8217s backs work really hard laugh and have a strong feeling of purpose knowing the impact GE has on the everyday lives of people around the worldTucker When I think of GE I think of one of the most iconic wellknown brands in industry How do you approach caring for a brand like that Growing it Transforming what it means as times evolveBoff GE is always in motion Weamp8217re 131 years old but our constant is progress and innovation As our founder Thomas Edison famously said amp8220I find out what the world needsamp8230 and try to invent itamp8221 We bring that view to marketingamp8230 great reverencerespect for our history and what the brand means around the world while focusing on staying relevant today We aim for our marketing and communications to be as innovative as the company always looking at how we can improve on driving our brand forward Today we stand on the brink of a historic transformation as we prepare to launch GE Aerospace and GE Vernova as independent investmentgrade companies in early 2024 Following that there will be three GEs in the world all powered by one of the most recognized global brands To me that is the definition of evolutionTucker GE has been recognized for its innovative marketing campaigns most recently for The New York Times takeover in December 2022 which focused on its big brand announcements around GE HealthCare GE Aerospace and GE Vernova Can you walk us through the thought process behind this campaign and how it was executedBoff That campaign was phenomenal to be a part of so exciting We had great support across the company for the campaign from marketing to investor relations to our business leaders To see the team bring the project to life the first advertising takeover of The New York Times in history was really rewarding GE is beginning again creating three companies all essential to modern life and all focused on delivering for the future GE HealthCare which we spun in January 2023 and GE Aerospace and GE Vernova are sharpening their focus on building a future that works in critical growth sectors The takeover underscored our belief that focus is a superpower especially in an age where our attention is divided among endless input and that focus is the key to delivering longterm value This activation gave us the space and impact to tell the complete story in a way that had never been done beforeamp8230 a hallmark we look for given our history of innovation We were thrilled to collaborate with New York Times Advertising and our longtime agency partner Giant Spoon to bring the historic partnership to lifeTucker With the rise of digital marketing and social media how do you ensure that GE39s marketing efforts stay relevant and effective in reaching customersBoff We start always with where we can best have the right conversations with our various audiencesamp8230investors customers and current and future employees What are they reading Watching Browsing Throughout my career the worlds of marketing and media have evolved dramatically and our audiences find information on a multitude of channels We look at their behavior and develop content tailored for each channel LinkedIn is different than Instagram is different than YouTube Shorts We wonamp8217t use every channel but we experiment a lot and need to be aware and understand the marketTucker What advice would you give to aspiring marketers looking to make an impact in the industryBoff First find your passion That is at the foundation of thriving in the position you wake up every morning to do Second marketing is an everevolving fastpaced industry where it can sometimes be challenging to separate what matters from what others are doing Simple as it sounds figure out what matches the DNA of your brand Find that distinction and use it to drive whatever you are developing Third as a leader I think it is essential to invest in your teams I try to prioritize them and set up as many oneonone meetings and learning sessions as possible On a personal note find time for yourself where you are able to completely zoom out of work Immerse yourself regularly and deeply in something you love whether that be writing listening to an audiobook or walking through a museum And get some sleep that always helpsPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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GE’S Linda Boff Discusses Caring for -- and Marketing -- Iconic Brands

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