Winner of Adweek’s 2017 Grand Brand Genius Honor, Linda Boff has been at the helm of GE’s marketing and branding for almost 2 years. As such, she is a master of amplifying human connection and emotion through brand messaging and experiences. From the annual GE BBQ at SXSW to creating a limited edition Moon Boot with Android Homme and even the company’s mission to hire 20,000 women by 2020. Recorded live at C2 Montreal, Linda pulls back the curtain on how GE approaches innovation, marketing, and the idea of ecosystems.