Precision Engineering meets Retail Reality.

Genevieve Davis is Co-Founder and Chief Development Officer of Surfaice, bringing 20 years of retail store development and construction management expertise. Prior to founding Surfaice, Genevieve served as VP of Store Development at 7-Eleven, where she oversaw construction programs totaling $1.8 billion and successfully opened 2,400+ stores across North America between 2004-2024.

At 7-Eleven, Genevieve built and led a 45-person store development organization responsible for new store construction, remodels, equipment rollouts, and facility maintenance across 8,000+ locations. Under her leadership, the team reduced average construction timelines from 28 weeks to 20 weeks—a 29% improvement—while maintaining industry-leading quality standards. She pioneered the use of standardized prototypes and prefabricated components that enabled consistent execution across diverse markets and jurisdictions.

Genevieve's operational experience spans every aspect of retail real estate: site selection and due diligence, lease negotiation, permit management, construction execution, vendor management, and post-opening operations. She has deep expertise in the unique challenges of retail construction, including AHJ coordination across 50 states, managing hundreds of concurrent projects, and balancing speed-to-market with quality and cost control.

She holds a Bachelor's degree in Civil Engineering from Texas A&M University and is a licensed Professional Engineer (PE) in Texas. Genevieve is a member of the International Council of Shopping Centers (ICSC) and serves on the advisory board of the Retail Construction Institute.

Genevieve co-founded Surfaice to solve the full spectrum of challenges she faced managing large-scale store programs — not just construction, but the lease administration, real estate due diligence, CAM reconciliation, and critical date tracking that sit before and after every build. Having spent her career at the intersection of real estate, lease operations, and construction, she saw that existing platforms solved only one slice of the lifecycle. She partnered with technologist Alim Uderbekov and enterprise software veteran Joe Valeri to build an AI operating system that covers the entire store lifecycle in a single platform.

She is a recognized industry expert on retail construction efficiency and has presented at ICSC conferences on topics including permit automation, multi-site coordination strategies, and cost benchmarking. Genevieve is based in Dallas, Texas.

Tim O'Connor is Senior Account Executive at Surfaice, where he works with the retail and multi-site organizations evaluating AI for the store lifecycle. He has spent more than a decade selling the software that runs retail real estate — lease administration and accounting, project and capital program management, maintenance and asset management — to the teams that operate large portfolios.

Tim joined Lucernex as Regional Sales Manager in 2016, selling the platform Joe Valeri founded: true cloud lease administration and accounting, FASB/IASB compliance, CMMS, market planning and site selection, and project and capital program management, unified across the real estate lifecycle. When Accruent acquired Lucernex, he stayed with the product.

Over six years as Senior Account Executive at Accruent — a Fortive company — Tim sold Lucernex and ServiceChannel into enterprise real estate and facilities organizations, helping them shape, drive, manage and control their physical assets across the real estate lifecycle from conception to disposition, with expertise spanning maintenance and asset management, project management, lease administration and accounting under FASB/IFRS, and IoT smart building technology. He returned to Accruent as Senior Strategic Account Executive from 2023 to 2026.

Between those two runs he was Director of Sales at Facilio, the data-driven building operations platform. Earlier he was Sales Director at Planon Software, the integrated workplace management system used across the full real estate and facilities lifecycle, and before that Principal at RovAir, a mobile broadband venture named to Fierce Wireless's Fierce 15 in 2013.

Tim holds an MBA in artificial intelligence and consults on AI alongside his sales practice. He describes business done well as a work of art — achievable only when it is done honorably, with integrity, and as value freely exchanged for value. Tim is based in Boston, Massachusetts.