Welcome to the 2018 Power 50 list, which ranks the most influential people in the industry.

#37 Mark Freed, Genumark (asi/204588)

2017 Rank: 45
Title: President/CEO
Industry Experience: 24 years

The highest-ranking Canadian company leader on our list, Freed notably guided Genumark to an outstanding 2017. His firm’s promo sales rocketed higher by 17.4%, reaching $52.5 million overall, by leveraging lucrative categories like licensed sports merchandise and incentives. Freed’s company has also been a Counselor Best Places to Work honoree and is commonly thought of as a market leader in corporate and community responsibility. In this Q&A, Freed explains how Genumark is preparing for the future and why Toronto is a strong market for sales.

Q: How’s the promo products market doing in Canada?
A: Generally speaking, I’d say very well. There are still some soft pockets in the oil and gas industry in western Canada, but otherwise, there’s plenty of opportunity.

Q: What defines Genumark’s culture?
A: Genumark’s culture is defined by a high-energy, frenetic, fun, sometimes crazy workplace inhabited by a lot of people enjoying what they do and trying like hell to make our customers happy.

Q: What specifically is Genumark doing to innovate?
A: We’re making massive investments in technology related to our proprietary ERP, security, infrastructure and CRM. We’re also focused on recruiting non-industry employees and nurturing and leveraging their individual talent within our environment. We’re immersed in the process of mixing old ideas and new ideas, and we’re continuously evolving to respond to changes in our specific marketplace, client buying habits, labor pool and the economy in general.

Q: What’s the biggest opportunity you see in the promo market right now?
A: There’s a ton of opportunity. Many businesses are robust. Our head office is in Toronto which is one of the top startup and tech hubs in the world.

Q: What does leadership mean to you?
A: Leadership to me is about listening, observing and understanding everyone’s unique abilities and point of view. It’s about motivating everyone to discover the best version of themselves and then harnessing that positive energy to create the collective magic where the whole is greater than the sum of the parts.

Q: What’s one thing you’d change about the industry?
A: I wouldn’t change a thing. I think it’s a fascinating, challenging industry that’s somewhat below the radar, but maybe that’s OK.

Q: What advice would you give to your younger self?
A: Don’t procrastinate, do your due diligence and then be decisive.

Q: What’s the biggest business mistake you’ve made and what did you learn from it?
A: I was a lawyer for several years before I joined the industry. I didn’t love it and stayed too long. I learned that in addition to having an awesome wife, children, grandchild and friends, life is really, really good if you love your work and everything that comes with it.

Q: Who’s someone you admire in the promo industry, and why?
A: I admire Raywati Moorsalen. Ray has worked in the Genumark warehouse for almost 20 years. She has an infectious positive attitude and loves what she does, and is always helping others with their work. She’s very nice to talk to and always puts a smile on my face after I see her.

Q: What’s the biggest pushback you get from clients and has that changed from a few years ago?
A: The biggest pushback is when merchandise doesn’t meet their delivery/quality expectations. That has never changed and it never will.

Q: What’s your top personal goal over the next 12 months?
A: Breaking 80.