The largest Canadian-owned distributorship in the promotional products industry has a new CEO, but the C-Suite role is staying in the family.

Toronto-based Genumark (asi/204588) has named Mitch Freed chief executive officer. He takes over for his father Mark Freed, former president and CEO, who will become the company’s executive chairman.

Mitch Freed is taking over as CEO of Genumark. His father, Mark Freed, previously held the C-Suite role and will continue as the company’s executive chairman.

“We have been working towards this day for several years in conjunction with our long-term vision,” said Mark Freed. “Whether on purpose or not, Mitch has been training for this role his entire life and is ready to lead the daily management of our company. I look forward to continuing my focus on strategy, financial oversight, community initiatives and collaborating with Mitch as he leads our amazing team.”

Prior to joining Genumark in 2017, Mitch Freed worked as a strategy consultant in KPMG’s Management Consulting Practice and was the co-founder and general manager of an experiential entertainment company.

Most recently, Mitch led the Genumark sales team as executive vice president of sales and strategy. He also quarterbacked Genumark’s acquisition of agency-style Toronto-based distributor Rightsleeve Marketing in 2019. Mitch holds an MBA from Northwestern University’s Kellogg School of Management and an HBA from Western University’s Ivey Business School.

“My dad, David Lewenberg (COO) and John Gill (CFO) will all continue to be with our company,” said Mitch Freed. “I am fortunate to be working with such an accomplished and experienced team that I know will be instrumental in our continued quest to be the most trusted partner and first choice for branded merchandise.”

In addition to Mitch’s new role, several other Genumark team members will take on new, expanded responsibilities. Rightsleeve’s former vice president and general manager, Stephen Musgrave, will become Genumark’s executive vice president of sales and marketing. Several other appointments include industry veteran David Colantonio as vice president of corporate apparel and uniforms, Elizabeth Wimbush as vice president of supply chain, and Eleanor Davidson as western Canada business development manager.

Genumark was a Top 40 distributor as recently as 2020. The company is wholly owned by the Freed family, with Mark serving as the company’s top executive for 27 years. “In a move to preserve and ensure Genumark’s continued leadership in the merchandising industry, Mark felt that the time was right to officially implement the company’s second-generation plan,” the company said.

Headquartered in Toronto, Genumark has satellite offices and showrooms in Vancouver, Calgary, Edmonton, Winnipeg, Ottawa and Halifax. The firm provides a full suite of merchandising solutions, including ecommerce web stores, international fulfillment, sports and licensing marketing and corporate uniform programs.