Genevieve Croteau in

Genevieve Croteau

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Founder and Principal at Theory Y
📍 Washington DC-Baltimore Area, United States

Genevieve Croteau is the Founder and Principal of Theory Y, a consultancy focused on building aligned organizations. With a background spanning media, journalism, academic publishing, and tech, she specializes in shaping intentional work cultures. She holds a Masters in Communications and is a certified Senior Professional in Human Resources (SPHR).

Outside of work, Genevieve is a mother of two who enjoys wellness practices. She finds personal fulfillment in singing in a Threshold Choir, which offers comfort through song to those at the thresholds of life.

In her early career, Genevieve developed and sold unscripted and documentary television series to major U. S. networks like Discovery, A&E, and MTV.

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Experience
19 Years
Current Role
Founder and Principal
Job Level
Leadership
Location
Washington DC-Baltimore Area, United States
Personality Overview

How Genevieve shows up

Communication Style
Decision Approach
Work Preference

Behavioral traits and communication patterns that shape how this person evaluates opportunities, builds trust, and makes decisions in professional settings.

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Priorities

Topics Genevieve cares about

Organizational Culture
Her consultancy, Theory Y, is dedicated to building organizations from the inside out by aligning structure, process, systems, and culture.
Conscious Leadership
She partners with creative companies that view conscious leadership and culture as a strategic advantage, not an afterthought.
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Career

Work history

8-2025
Founder and Principal
Theory Y
1-2021 - 6-2025
Chief Operating Officer
Coherent Digital
9-2018 - 12-2020
Human Resources Business Partner
WAMU 88.5 - Washington, DC's NPR Station
9-2013 - 9-2018
Vice President of People and Operations
ITV America - Sirens Media
4-2006 - 8-2013
Television Development
Sirens Media, Story House Productions, and BrainBox Entertainment
In the press

Media appearances

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Education
2004 - 2005
Masters in Communications
University of Florida
1998 - 2002
Bachelor of Arts - BA
McGill University
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

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