How GE and The New York Times created an audiozine with Sam Olstein

How GE and The New York Times created an audiozine with Sam Olstein

Photo of Sam Olstein Starring Sam Olstein

Technology has changed the way we interact and communicate in this world. To stay relevant in this technological infused age, large corporations constantly need to shake things up and carve a new space into the mainstream. 

When implementing projects that step into unknown territory, the process requires bold innovators with a flair for taking risks at the helm.

Welcome to Interactive Minds, where each week digital marketing and business professional Louisa Dahl, shares with you the tangible takeaways and recipes for marketing success. She is joined by a host of passionate marketers, innovators and digital leaders from across the globe. 

If you want easily digestible marketing tips from the industry’s top leaders, this is the podcast for you.

On this episode of Interactive Minds, Louisa chats with Sam Olstein. Sam stands as the executive director for corporate marketing and global innovations at General Electric (GE), in New York.

Sam has formulated innovative solutions to introduce the company to new audiences, while increasing its presence across multiple platforms such as Snapchat, Medium, Yo as well as other interactive streaming arenas.

Before GE, Sam led OMD’s Ignition Factory East Coast, where he constructed revolutionary new media & marketing campaigns for PepsiCo, CBS Corp, and Google.

Today, Sam and Louisa discuss how global organisations like GE structure their corporate marketing roles. He also takes us behind the scenes to explain how he and his team created a successful audio magazine with the New York Times and the way that GE is evolving internally by keeping its staff learning. 

What you can also discover in this episode:

  • Sam’s varied role at GE
  • The diverse GE team – from face to face to remote
  • How GE determines the next big projects it works on
  • Organising team meetings and the best outcomes
  • The Audiozine, an innovative New York Times Magazine project
  • GE technology – showcasing through audio
  • The natural roadblocks in taking on new processes
  • How the feedback GE received is pushing for further innovation
  • GE’s Learning and Development Project and what opportunities it’s bringing
  • Sam’s approach to getting employees engaged with learning content


Sam Olstein: LinkedIn
Sam Olstein: Twitter
General Electric: Website

Louisa Dahl: LinkedIn
Interactive Minds Website

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