Gen3 Marketing Unveils Strategic Evolution

We Are Launching Dedicated Strategy and Delivery Operations Divisions to Lead the Next Era of Performance.

Today we announce a strategic evolution of our business, launching dedicated Strategy and Delivery Operations divisions designed to deliver deeper value for customers and position the agency at the forefront of an industry undergoing rapid transformation.

The move reflects Gen3’s response to a fundamental shift in what brands need from their performance marketing partners. As the lines between search, content, analytics, and AI-driven discovery continue to blur, customers are seeking partners who can connect strategy to execution and deliver measurable business outcomes, not just channel management.

“Performance marketing has evolved, and Gen3 is evolving with it,” said Alex Czurylo, COO. “Our customers are asking for more strategic depth, sharper analytics, and guidance on emerging disciplines like Generative Engine Optimization. This evolution positions our talented team to deliver on all three, and it positions Gen3 to lead where the industry is going next.”

A Structure Built Around Customer Needs and Team Strengths

Gen3’s new model organizes the agency around two complementary functions:

Strategy. A dedicated team of Strategists working closely with customers to connect performance marketing to broader business goals, ensuring every channel, tactic, and investment ladder up to measurable outcomes. All customers benefit from enhanced strategic thinking embedded across the business.

Delivery Operations. A focused, expert-led team that serves as the engine behind Gen3’s customer performance. Delivery Operations brings together execution excellence with the power of Gen3 Marketing’s amplifi operating system, advanced analytics, and AI-driven tools to deliver the data, insights, and outcomes that matter most to customers. This team translates strategy into measurable action by managing campaigns with precision, surfacing real-time intelligence, and continuously optimizing performance across channels. By concentrating specialist talent within a dedicated function, Gen3 creates deeper expertise, clearer ownership, and expanded opportunities for team members to grow and lead within their craft.

Investing in What’s Next: Analytics, GEO, AI, and People

Alongside the structural shift, Gen3 is making significant investments in key areas of growing customer demand:

Advanced Analytics. A significantly expanded data and insights practice, anchored by the appointment of Chris Sementa as Gen3’s new VP of Analytics.  A seasoned Analytics leader with deep expertise across data engineering, advanced analytics, and performance marketing, including experience at Rakuten Advertising, Chris brings the strategic vision and technical depth to elevate analytics from a reporting function to a true competitive advantage for Gen3’s customers. Under his leadership, the Analytics team will focus on two areas of critical customer demand: attribution and incrementality, with the goal of helping brands understand not just what’s working, but also what’s actually driving growth. The practice is powered by Gen3’s Marketing’s amplifi, a proprietary AI-enabled performance marketing operating system. Gen3 Marketing’s amplifi brings together data integration, predictive modelling, attribution intelligence, and AI-driven insight into a single operating system, giving customers and teams a unified, always-on view of performance that moves at the speed their business demands.

Generative Engine Optimization (GEO). As AI-powered search and discovery platforms reshape how consumers find brands, Gen3 is building dedicated expertise to help customers maintain visibility and competitive advantage in this emerging landscape. The agency views GEO not as a replacement for traditional SEO, but rather as a critical new dimension of performance marketing that forward-thinking brands must embrace.

AI-Powered Performance Solutions. Gen3 is embedding AI across its service delivery to enhance efficiency, surface deeper insights, and unlock new opportunities for customer growth. From AI-assisted content strategy to predictive performance modelling, the agency is building technology into the fabric of how it works and ensuring customers benefit from the speed and precision that AI enables without sacrificing the human strategic judgment that drives results.

New Senior Leadership Position. Reinforcing its commitment to customer-centric transformation, Gen3 announces the appointment of Harvey Bierman as the agency’s Chief Customer Officer. This newly created role is designed to ensure that every aspect of Gen3’s evolution is anchored in delivering exceptional customer outcomes.

“Harvey brings something rare to Gen3. He’s been a Gen3 customer three times and has had the Gen3 partnership experience,” said Mike Tabasso, CEO. “He understands ecommerce at a level that only comes from operating in it day in and day out. He knows what marketing teams expect from their agency partners because he’s been the one expecting it. Having someone with that perspective helping to drive our execution, shape our strategy, and push our thinking forward is incredibly valuable. Harvey will challenge us to keep evolving and to always see our work through the lens of the brands we serve.”

Harvey is a leader with a relentless commitment to values-driven operations, and a track record of driving digital transformation and customer experience innovation across some of the most globally recognized brands. He brings more than three decades of retail, digital commerce, customer experience, and technology leadership to Gen3.

Global Growth. Gen3’s evolution extends beyond its US operations. The agency’s UK team, rooted in the legacy of Optimus Performance Marketing, the award-winning affiliate agency acquired by Gen3 in 2021, continues to be a cornerstone of Gen3’s international capability.  Leading the charge is SVP, Greg Baines, a seasoned marketing leader with deep experience spanning both brand-side and agency environments. Under Baines’ leadership, Gen3 UK is strengthening its partnerships with brands across UK, Europe, APAC and beyond, to broaden the agency’s international service capabilities, and ensure that Gen3’s new strategic, analytics, and AI-powered offerings are delivered with the same local expertise and market fluency that made Optimus-pm a trusted name in the region.

Aligning Talent to Purpose. Gen3 has undertaken a deliberate realignment of its team, ensuring that every individual is positioned where their expertise, passion, and career ambitions intersect with the needs of the business and its customers. Rather than burdening talented people with competing demands, the new model creates focused roles with clear ownership, defined career pathways, and room to develop deep specialization.

Gen3 is also investing in ongoing learning and development to support team members as they step into new and expanded roles, reinforcing the agency’s commitment to building careers, not just filling positions. The result is a team that is more engaged, more specialized, and better equipped to deliver strategic, data-driven, and AI-powered work that today’s brands demand.

A Position of Strength

This evolution comes with the full support of Gen3’s Executive Team, Board of Directors, and Private Equity partner, and reflects the agency’s commitment to long-term, sustainable growth.

“This isn’t about responding to disruption. It’s about staying ahead of it,” said Michael Tabasso, CEO. “Over the past twenty years, we have built an incredibly talented team, cultivated loyal customer partnerships, and secured the backing to invest in the future. This evolution ensures that our people are in roles where they thrive, our customers get the strategic partnership they deserve, and Gen3 continues to set the pace in performance marketing.”

About Gen3 Marketing

Gen3 Marketing is a global digital marketing agency and the largest standalone affiliate and partner marketing agency in the world. Brands partner with Gen3 for affiliate, influencer, paid media, SEO, and performance PR services designed to drive measurable growth. Headquartered in Blue Bell, Pennsylvania, Gen3 operates globally with more than 200 professionals across North America, Europe, and six continents.