Genevieve Croteau

Inquirer
DISC Type : dc

Founder and Principal at Theory Y

Washington DC-Baltimore Area, United States

Overview

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.

Personality Overview

Hard To Convince

Demanding

ROI Conscious

They don’t always try to control the conversation but neither do they like yielding it fully.  They focus on objectivity in a pitch and pay little attention to bells and whistles. They respond well to confident salespeople.

Topics They Care 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.
Workplace Dynamics
Offers coaching to navigate complexity, confusion, and conflict at work, helping leaders and teams practice candid and non-violent communication.

Media Appearances

Genevieve has no verified media appearances

Work History

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

Education

2004 - 2005
Masters in Communications from University of Florida
1998 - 2002
Bachelor of Arts - BA from McGill University

More Information

Social Presence :

Prographics :

Exp : 19 Location : Washington DC-Baltimore Area, United States Job Level : Leadership Designation : Founder and Principal at Theory Y
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Insights For Selling To Genevieve

During A Call Or A Meeting

DO's

  • Be crisp while making the pitch
  • Make sure that they have the necessary authority, they could present false stature sometimes
  • Highlight the competitive differentiation of your product

DONT's

  • Don't try too hard to get friendly, let it happen with time
  • Refrain from asking too many questions
  • Don’t try to be an alpha salesperson, give them equal space

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Genevieve is

  • Belief in the product plays an important role, followed by objective proof and testimonials.
  • Will you ever get a clear answer from Genevieve

  • They may hesitate slightly, but if they are not convinced, they will say no.

Insights For Deal Planning

    How fast (or slow) will Genevieve move?

  • Their decision making speed is somewhere in the middle.
  • Can Genevieve take some risk or not?

  • They can take risks only after they have analyzed the advantages and disadvantages.

You And Genevieve

Personality Compatibility


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