Geneva S. Thomas is Managing Director of GST Advisory, a multi-disciplinary digital and media practice for creators, content and consumer companies.
Building Brands for the Future.
In a climate of radical marco-econonic headwinds and unprecedented consumer behavioral change, Geneva readies clients with leadership, insights, and impact for the next era of global media and culture.
Capabilities - For Companies
Geneva leads content and creator-led media companies through periods of expansion and transition, unifying storytelling, strategy and systems built to drive profits and market dominance.
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As the former Digital GM for People and Entertainment Weekly, and Global Head of Growth Marketing at Condé Nast, Geneva has deep experience helping enterprise content companies map transformation for digital businesses in today’s mercurial and climate.
Creator-Led Ecosystems
YouTube Growth Strategy
Social-First Content Development
Roadmapping & Strategic Planning
Forecasting & KPI Formulation
Organizational Strategy & Workflow Optimization
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Performance-driven monetization models are multi-platform and diversified. Geneva partners with leadership to develop content and subscription products built for sustainable gains and profits. With nearly two decades stewarding media partnerships, Geneva knows intimately what moves decision-makers at major consumer brands to commit to six-to-eight figure investments.
Monetization Modeling
GTM Strategy & Sales Enablement
Business Development - Platform Partnerships, Licensing, Deal Management & Revenue Modeling
Sponsorships & Brand Partnerships
Pricing, Packaging & Reporting
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Supplemental to her business operations background, Geneva is a longtime writer, producer and editor, who shaped the voice of the world’s most exciting consumer brands. Geneva partners with clients to craft IP and content franchises across formats (audio, video, social) that’s measurable, cultural dominant and monetization-ready.
Multi-Platform Content Strategy
Franchise Development & Production
Branded Content
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With deep experience leading audience development for major digital media brands, Geneva empowers clients with the mechanics to audience ownership, consumer loyalty and habit.
Full-Stack Marketing & 1st Party Intelligence
Acquisition & Retention Strategy
Brand as Cultural Habit
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Geneva helps companies craft the identity and experience architecture, and storytelling that grounds how the brand materializes throughout the customer journey—from entry to point of purchase. Geneva has extensive leadership experience driving performance efficacy and optimization for owned platforms. Geneva also offers deep experience steering product managers, UX designers and developers on shipping best-in-class web and digital experiences.
Brand Architecture
Web & Platform Redesigns and Refreshes
Cross-Channel Brand Copy & Messaging
Capabilities - Founders & Creators
Geneva works with high-impact founders and creators who are ready for their next era of growth. Through her proprietary Brand Identity & Monetization Map (BIM Map), Geneva helps clients clarify who they are, what they’re building, and how it drives revenue and equity. Ideas and experience are transformed into structured growth plans clients can execute with clarity not guesswork.
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In moments of transition, clarity and form are a life force. When pivoting and repositioning professional identity into a new chapter, the absence of strategic architecture often leads to missed earnings, anxiety, and overwhelm.
GST Advisory’s Brand Identity & Monetization Map (BIM Map) is a proprietary operating system for Founders & Creators designed to translate identity into platforms, platforms into products, and products into autonomous, sustainable revenue. This engagement establishes a structured foundation that joins identity, narrative, systems, and monetization, enabling confident decision-making and long-term brand equity.
METHODOLOGY
GST Advisory works at the intersection of strategy, storytelling and systems.
Unlike traditional coaching and brand development, GST Advisory deploys a proprietary methodology, BIM Map, guided and produced during a 90-minute, one-on-one working session. GST Advisory synthesizes inputs, and translates into brand and monetization architecture. Finalized Map and 90-Day Plan serve as single source of truth for brand identity, platform and revenue strategy for the next era of client’s professional journey.
Tangible takeaways for clients include:
1. Operationalized brand identity into systems.
2. Monetization strategies that are market-sound and authentic.
3. Scalable runway that evolve alongside the brand.
Recent Case Studies
The following select case studies during fiscal year 2025 and recent years, structured using SAR methodology, demonstrate my efficacy as an operator working at the intersection of strategy, storytelling, systems, and monetization in media, entertainment, and talent-led IP. I’m retained at inflection points when organizations are navigating growth, transition and stakes carry meaningful reputational or commercial risk.
Development Consultant | Confidential Period Horror Feature
Situation
A period horror feature, executive produced by an Academy-Award winning actress, set in Harlem, USA, during the Harlem Renaissance required deeper socio-historical grounding to ensure narrative authenticity, cultural credibility, and tonal accuracy ahead of studio and streamer pitching.
Actions
Retained as Development Consultant to screenwriter, advising on historical context, cultural dynamics, and character development to strengthen universe-building, plot logic, and thematic coherence.
Result
The project advanced to market and is currently being shopped to major studios and streaming platforms.
Brand Partnerships Strategy | Google TV × Entertainment Weekly
Situation
When Google transitioned Chromecast into Google TV, the company sought a prestige media partner capable of driving cultural relevance, awareness, and sustained engagement around the new platform. Google approached Entertainment Weekly to activate a premium campaign that could cut through the crowded streaming landscape and resonate with entertainment-forward enthusiasts. View premiere episode.
Actions
Led the deal structure and development of a premium, content-led partnership leveraging Entertainment Weekly’s already viral podcast and YouTube franchise, What to Watch, a weekly series curating must-see television.
Key actions included:
Architected a bespoke branded programming flight of What to Watch episodes customized for Google TV.
Activated in-house editorial talent, including senior TV and film editors, to ensure credibility and cultural authority.
Secured a six-figure production investment from Google to fund original branded content.
Structured an incremental media investment in collaboration with NBCUniversal during the Fall TV season, extending reach and impact.
Result
Increased aggregate viewership and engagement 2x across the branded content flight.
Gains awareness and cultural relevance of Google TV during a critical rebrand moment.
Drove lift in Entertainment Weekly’s quarterly earnings by 1.5x.
Validated a scalable partnership model blending platform-funded production layered with brand-funded sponsorship.
Fractional Chief Growth Officer | Sarah Jakes Robert’s Woman Evolve
Situation
Woman Evolve, a seven-year-old, high-growth creator-led platform in the inspiration space reached an inflection point. Despite strong audience demand and cultural relevance, the business was operationally fragmented across OTT, YouTube, social, live events, and partnerships. Financial governance, go-to-market strategy, and internal workflows had not scaled alongside growth, creating execution risk, revenue leakage, and misalignment across teams and partners.
Actions
Retained as fractional Chief Growth Officer, I architected the strategic vision and expansion runway to evolve the company from a founder-led content brand into a cohesive digital media enterprise.
• Designed enterprise-grade operating model unifying OTT, YouTube, social, and live experiential into a unified media ecosystem
• Introduced P&L leadership, financial governance, and revenue forecasting systems to map ROI, margins, and growth scenarios
• Retooled GTM strategy, brand positioning, and sales enablement materials to support premium partnerships, unified sales structure, and long-term monetization
• Operationalized team workflows, improving transparency, cross-functional collaboration, and execution velocity
• Upskilled team members across project management, integrated marketing, digital analytics, and sales strategy to close subject-matter gaps and increase internal capability
In parallel, led strategic brand partnership work with WELLS FARGO and P&G, stabilizing and expanding enterprise relationships during a critical growth phase.
Result
• Improved organizational clarity, execution discipline, and revenue readiness while elevating the company’s credibility with enterprise partners.
• Stabilized a seven-figure, multi-year partnership with Wells Fargo, re-anchoring the business case around defined goals, KPIs, and measurable impact.
• Expanded Wells Fargo’s brand footprint and executive presence, increasing programming at a 3-day conference in Atlanta’s State Farm Arena with over 20K attendees.
• On the heels of Wells Fargo’s historic asset cap lift, positioned bank competitively through strategic narrative and activation design with The Impact Circle, a scalable, multi-city experiential franchise across client and consumer segments. IC functions as both a prospecting engine for HNW clients and a growth lever for the bank’s new Active Cash Card.
• Architected brand partnership strategy and activation for Procter & Gamble, supporting diversification and expansion of sponsorship portfolio.
Brand & Growth Strategy | Amy DuBois Barnett, If I Ruled the World
Situation
Amy Dubois Barnett, debut novelist of If I Ruled the World (Flatiron Books, an imprint of Macmillan Books), required release audience strategy to drive awareness, pre-orders, and long-term IP value. The project also needed to support multi-platform expansion beyond publishing as early interest from Hollywood began to materialize.
Actions
Retained as Brand & Growth Advisor, I shaped Barnett’s brand positioning and developed an integrated, social-first content and digital strategy designed to drive discovery and conversion.
• Defined brand positioning and narrative architecture to distinguish the author and book in a crowded market.
• Designed a multi-platform content strategy, prioritizing short-form video across TikTok and Instagram Reels to build early momentum and pre-order engagement.
• Developed a serialized, social-first content format optimized for algorithmic discovery and audience retention.
• Partnered with developers on website build, owning user flow, UX strategy, and end-to-end copy to support conversion and owned audience capture.
Result
• Established cohesive author brand and digital ecosystem, positioning project for high-volume book sales.
• Generated early audience virality and pre-order conversion through social-first video strategy and community-building.
• If I Ruled the World is slated for strong commercial performance and currently being adapted into a TV series on a major streaming platform, executive produced by an Emmy Award–winning showrunner.