Last spring, Linda Boff could have written a ticket for any CMO job in the universe.

With experience at NBC, Citigroup, and two decades at General Electric—where she served as CMO from 2015 to 2024—Boff helped humanize the industrial giant through inventive campaigns. She honored pioneering women in science by projecting their images on Grand Central Terminal’s ceiling and turned GE machinery into music with electronic artist Matthew Dear.

But her latest move wasn’t a campaign—it was a career shift.

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