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Special Report: Media Mavens 2012

Media Mavens: Linda Boff, General Electric

The New Charge: Bring Immediacy of Digital Strategy to TV, Outdoor and Print

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Linda Boff
Linda Boff

Résumé: Ms. Boff joined GE in 2003 as head of employee marketing. She was CMO for iVillage after it was acquired by NBC Universal in 2006 and began leading GE's digital marketing in 2009. As of last June, she's also responsible for GE's ads placed across media types, as global executive director-advertising, digital and design.

Challenge: Accomplishing digital and social at scale -- on a global level. Germany, for instance, has been slow to adopt Twitter, which underscores the need for a distinct social strategy for every market.

Fast fact: She's a lifelong New York Giants fan and never misses a game on TV.

General Electric has become known as an early adopter in places like Instagram, Pinterest and BuzzFeed.

"We've become a bit of a content factory in the last couple of years," said Linda Boff, who's headed up GE's digital marketing team since 2009 and is largely responsible for the company's emphasis on social media. Her job also includes overseeing the strategy for platforms like Salesforce.com and LinkedIn on the commercial side.

Ms. Boff tacked on a huge new set of responsibilities this June (and doubled her team to 22 ) when she also started overseeing GE's advertising across media. She's been thinking about how to bring elements of the real-time strategy that fuels digital to TV, outdoor and even print and how to ensure that all the elements of the marketing mix are connected.

"We've got tremendous creative on TV," she said, but "how do we make sure we're never creating cul-de-sacs? If you want to continue the experience, how does it all work together? On digital you have to do that , and all of us who know it well know that the walled garden is so over; so how do you extend that so it works across different media channels?"

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