What we do

GENERATOR makes it easy for brands to establish direct-to-consumer distribution channels by creating official online commerce environments that maximize the value of their intellectual property value through selling appealing products and content directly to their core fan bases.


Why we do it

Many M&E brands have amassed large online audiences with an insatiable appetite for their content and consumer products. Yet capitalizing on this demand by operationalizing a direct-to-consumer eCommerce business can be a daunting task. GENERATOR makes it easy for brands to establish direct-to-consumer distribution channels by building targeted, dedicated, and revenue-generating relationships with their fans.


How we do it

GENERATOR offers its client partners a turnkey direct-to-consumer commerce solution from concept to customer care. Our clients supply the intellectual property. GENERATOR provides the experienced people, proven processes, and award-winning platforms to power their direct-to-consumer commerce environment. Together, we generate the ultimate brand-to-fan commerce experiences.


Dan Pelson, CEO

Dan is an Internet and media entrepreneur and a recognized pioneer in developing innovative consumer-focused business models. Prior to GENERATOR, Dan was an Executive Vice President at Sony Music Entertainment and responsible for the company’s global Direct to Consumer operations. Previously, he served as Senior Vice President of Global Consumer Marketing for Warner Music Group and founded and served as the CEO of several Internet companies, including uPlayMe, Inc.,, and Concrete Media. Dan received his BA in Political Science and Economics from Colgate University and an MBA from NYU’s Stern School of Business.


Bart Chinnici, CFO

We don’t settle for “good enough” – we relentlessly push to enhance, polish, and refine. Our Finance and Operations team drives efficiency and excellence into the functions that support our client’s needs. They constantly improve our processes and translate those optimizations into savings for our customers.

Relentlessly Merchandising Shopping is a science. And our Commerce team puts their years of experience to use in our lab. These product pros manage all aspects of our global online stores, including product strategy and development, budgeting and forecasting, product sourcing, store and offer setup, merchandising, inventory management, logistics, fulfillment, and customer service.

Bart Chinnici is SVP of Finance and Operations at GENERATOR. He is an entrepreneurial-minded business and finance leader with over 25 years of experience across multiple industries. Prior to working at GENERATOR, Bart has worked for such companies as HanoverDirect, Clear Channel Outdoor, and Martindale Hubbell.


Thai Randolph, CMO

To call the roster on our international marketing team “nimble” is a vast understatement. Our CRM, Social, Analytics, SEO and Strategic Marketing specialists support not only our clients, but also our internal efforts, teaching us all a thing or two about catching – and keeping – an audience.

Thai is a results-driven marketing leader with over 10 years of experience in marketing communications, brand strategy, digital media, and emerging technologies. In her current position as Vice President of Consumer Marketing at GENERATOR, she is responsible for overseeing the development and execution of brand building and direct marketing programs for some of the biggest names in media and entertainment. Prior to joining GENERATOR, Thai served in digital leadership roles with WPP and Publicis agencies working with world-class brands, including Verizon Wireless, Dell, Saks Fifth Avenue, and Revlon. Thai holds a BA in Communications from American University.

Innovating and Disrupting

Alex Godelman, CTO

Relentlessly innovating and disrupting the status quo, our insanely talented team of engineers, product innovators, data scientists, and intellectual badasses puts their experience to use as they unfold a never-ending parade of features, products, and technologies. The team oversees the execution of GENERATOR’s business mission through development, deployment, and operation of the company’s products.

With years of Silicon Valley experience in Agile product development and software engineering, Alex is recognized as an evangelist in eCommerce and online media communities. He first broke into the world of Internet tech over a decade ago when he joined Time Warner Music’s B3 Corp. division as Executive Director of Technology, when they were an industry-leading e-solutions business provider of an end-to-end commerce platform. Alex served as Chief Technology Officer of Evolve Media, the world’s largest online ad network, and he was also part of the executive management teams at Shopzilla, the leader in comparison shopping search, and Electronic Arts’ division Maxis, makers of Sims Online.

Developing Business

Craig Walsey, CRO

Craig is a senior business development executive with over 20 years of experience covering a broad range of concentrations, including merchandising & licensing, multi-channel commerce (web, mobile, social & TV), social media, and digital advertising. Prior to joining GENERATOR, Craig was most recently Vice President of Business Development for Delivery Agent. Craig has also held senior level positions at Paramount Pictures, Winterland Productions, bebe stores as well as several Internet startups. Craig began his career as a lawyer for Viacom’s Entertainment Group and received his BA from Emory University and his JD from New York Law School.