GENERATING BRAND GROWTH
We are a research driven consultancy focused on helping you take your brand to the next level.
The Genesis Brand Insights Team
Partners and Strategic Consultants
Founder & Managing Partner
Mark Z. Pedote
Mark Pedote has over 30 years of experience as a career marketing research, analytics, and strategic consulting professional. His passion is the use of quantitative sciences to inform strategies which activate business growth. He has served clients such as American Popcorn Company, Andersen Windows, Nestle, P&G, Steris, and Subaru of NA on behalf of world class companies such as BI Worldwide and Acosta Sales & Marketing. Mark understands the importance of teamwork to enhance the customer experience and the role of innovation to continually create brand value.
Senior Consultant
Todd Watson
Todd Watson provides executive consulting services specializing in the areas of strategy formulation, business development, sales and marketing. He has more than 35 years’ experience in the domestic and international food and commodity ingredients markets. Watson’s career began at Cargill where he held various sales, marketing and general management positions. After Cargill, Watson joined Associated British Foods and held senior sales and marketing positions with wholly owned subsidiaries ACH Food and Nutrition, and PGP International. He became chief executive officer of Provesta Flavor Ingredients and then president and CEO of ABF’s Protient dairy ingredients company. Watson later became president of Solbar Industries subsidiary Solbar USA, Inc. and shortly thereafter to CHS when the company acquired Solbar. There he was responsible for leading the global sales, marketing, research and business development teams. Todd brings to our team the perspective of a senior business leader and an eye on balancing the pace of brand innovation with organizational alignment.
Strategic Consultant
Susan Geiser
Susan has over 30 years of experience in quantitative research with a focus on customer experience, product attitudes and usage, product concept and development, segmentation, and brand equity. She brings a studied but practical application of research methodologies to provide clients with actionable insights for decision-making. She has helped numerous clients across consumer packaged goods and food industries including products specific to refrigerated or frozen foods, dairy, plant-based foods, chocolate, and snacks. Susan earned a MBA from the University of Minnesota and a Certificate in Applied Sensory Science and Consumer Testing from the University of California, Davis.
Strategic Consultant
Sue McCarthy
Susan McCarthy is an accomplished, entrepreneurial data analyst professional with years of extensive experience in market research and applied statistical applications for business solutions. She is known as a business leader in providing statistical data analysis and data-driven solutions. Susan is effective in defining what information is necessary to complete objectives and in managing client expectations to drive creative action oriented results.
Contributing Business Partners
Strategic Consultant
Aaron Keller
Co-author of The Physics of Brand
