Roche’s career at Blackhawk Network spans over twenty years, during which she oversaw the company’s transition from a physical gift card distributor to a multifaceted fintech enterprise. Since assuming the CEO role in 2016, she has focused on revenue scaling, margin expansion, and the execution of multiple strategic acquisitions. Gen CEO Vincent Pilette highlighted her experience in building digital-first platforms as a critical asset for the company’s ongoing innovation in financial and digital safety.

Sue Barsamian, Gen’s lead independent director, emphasized that Roche’s governance expertise and experience as a public company director were key factors in the selection. For her part, Roche noted the increasing intersection of digital privacy and financial wellness as a primary area of focus for her new role. Gen currently manages a portfolio that includes Norton, Avast, and LifeLock, serving nearly 500 million users worldwide.