Member Spotlight | Jerry Gennaria
Posted by [email protected] on Apr. 14, 2025 / Subscribe 0
Jerry has been the President and CEO of TOKY for 5 ½ years and has led it for the past 2 ½. His role involves a mix of thought leadership, strategy, and marketing the firm. Jerry also contributes directly to projects as a senior quantitative research analyst and business and branding strategist. Most recently, that has meant facilitating strategic planning for some of our clients.
You were recently part of the Chapter’s Marketing Manager Series. What topic did you discuss? Why do you feel a series like this is vital for Chapter members?
I spoke about Accelerating Thought Leadership. Many AEC firms understand that thought leadership is an important marketing strategy, but few actually make it happen. The biggest reason? They lack a unique point of view—what we call their Brand Truth. A firm’s Brand Truth is essential for true differentiation and serves as the foundation of an effective thought leadership strategy. I also introduced the Cornerstone/Cobblestone framework, which helps firms build authority and credibility over time.
AEC marketers face challenges unique to professional services, and the Marketing Manager Series creates space for deeper discussions on navigating them. There’s tremendous value in stepping away from the daily grind to engage with new ideas. While we all have access to YouTube, books, and podcasts, dedicating time to learn from and with peers makes the impact much more significant. Plus, not every chapter member can attend Amplify or other national conferences, so this series brings high-value learning closer to home.
How long have you been a Chapter member? In your opinion, what are the best aspects of the Chapter? Why should someone join?
TOKY team members have been involved in the Chapter for about 10 years, and I’ve been participating with SMPS for five.
The best part of the Chapter is the community. AEC marketing can be a unique and sometimes isolating role, especially in small firms with small marketing teams. SMPS connects you with people who understand our industry's marketing and business development challenges and opportunities. It’s a space to share ideas, learn from peers, and grow professionally.
If you’re in AEC marketing, you should join because it gives you access to a network of people who get it. Whether you’re looking for strategies to advance your firm, career development opportunities, or just a sounding board for ideas, SMPS provides that. Plus, your connections often turn into long-term professional relationships (and friendships).
What are the most challenging aspects of your position? What are the most rewarding?
Leading TOKY is incredibly rewarding. I’m the steward of the firm’s reputation for world-class strategic thinking and brand identity. Every day, I work alongside some of the country's most talented thinkers and designers. My job is to tell their stories and ensure they have the space and resources to do exceptional work.
It’s also challenging. The market is constantly evolving, and it’s my job to keep TOKY ahead by understanding what matters most to our clients and finding meaningful ways to address their biggest challenges. And then there’s time—there’s never enough of it!
What’s the best advice you’ve received regarding your role or working in the A/E/C industry?
Learn to ask for help—and get comfortable saying, “I don’t know.”
This applies to both AEC professionals and leadership. Early in your career, it’s about making an effort to find answers on your own while also recognizing when you need guidance. The longer you’re in a role, the harder this can become—there’s often an unspoken expectation that you should know everything. But no one does. Being humble enough to say, “I don’t know,” is a sign of confidence, not weakness.
If you had all the time in the world, name three things you’d do from your Bucket List.
I love travel and photography, so my bucket list is all about exploring and capturing the world:
- Visit and photograph all seven continents—I still need to check off Africa, South America, and Antarctica.
- Take a year-long cruise around the world (yes, that’s a thing).
- Travel the Trans-Siberian and Trans-Mongolian railway from St. Petersburg to Beijing.
What’s one thing you own that you couldn’t live without? And why?
A camera. The model changes, but it’s my favorite tool for creating.
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