GenRetail - About

Our Story

GenRetail was born from a mission to empower small and medium-sized businesses in retail and consumer goods. Our story began on the frontlines of Southeast Asia’s fast-paced e-commerce battleground, where we saw mission-driven businesses drowning in data but starved for real insight.

Driven by hustle, heart, and a passion to help SMEs win, we teamed up to bring smart strategy and clear answers to the brands that need it most. We're a curious, collaborative, and commercially savvy consultancy dedicated to unlocking powerful, practical insights from complex data.

Our goal is to help you grow, compete, and better serve your customers.

Why It Matters

In today’s fast-changing retail and consumer landscape, small and medium-sized businesses face overwhelming challenges. They are flooded with data but often lack the time, tools, or expertise to turn it into meaningful insight that drives real growth.

At GenRetail, we believe that smart strategy and clear insights shouldn’t be reserved for big players only. Every business deserves access to practical, data-driven guidance that empowers them to compete confidently, delight customers, and build lasting success.

Our work matters because it helps businesses unlock hidden opportunities, avoid costly mistakes, and make decisions that create real impact — not just more reports or noise.

We’re here to be the trusted partner that bridges the gap between complexity and clarity, so you can focus on what matters most: growing your business.

Behind GenRetail

Jessica Soo

Founding Partner

Jessica is a commercial strategy and analytics leader with over 20 years of experience driving growth across e-commerce, retail, and telecom in Singapore, India, and the Philippines. She has led pricing, promotion, and customer insights teams, notably as Head of Insights & Pricing at Lazada and NTUC FairPrice. Jessica excels at turning complex data into clear, actionable strategies that unlock growth and profitability. Her passion lies in bridging technology and business to create scalable impact.

Emily Eades

Founding Partner

Emily is a seasoned commercial and category leader with deep experience in retail and e-commerce across Asia and the U.K. Having driven growth at RedMart, Lazada, and Al-Futtaim (Marks & Spencer), she excels at crafting winning assortment, pricing, and promotional strategies that deliver both customer impact and business results. Emily blends strategic vision with hands-on execution, helping brands scale with clarity, purpose, and profitability.

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