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Thanks to this trio GE has become a serious -- and seriously fun -- player in the digital space. Global Executive Director-Digital, Advertising & Design Linda Boff, Ad Age sibling B2B's 2011 digital marketer of the year, has skillfully leveraged digital and social media to humanize GE in its conversations with both biz partners and consumers. Initiatives she's overseen with colleagues Mr. Marcum and Ms. Craigwell include the Healthymagination site; a Pinterest Page and an Instagram feed that make light bulbs and turbines look badass; and Healthyshare, a Facebook partnership that lets users establish health goals -- and stick to them with the help of their friends.