Host: Patty Parobek

In the fast-changing world of search, generative AI is rewriting the rules—and your old SEO playbook won’t cut it. 
In this episode of Leader Generation, guest host Patty Parobek teams up with Mod Op’s Gareth Cunningham and Maurice White to decode Generative Engine Optimization (GEO) and the strategies that will keep your brand visible when AI-driven search takes the lead. Using the iconic “Periodic Table of SEO Elements” as their guide, they reveal what’s still relevant, what’s rising in importance and what you can skip in the AI era.
You’ll hear practical tips on how to structure your content so both search engines and AI tools can understand it, build brand authority that goes beyond backlinks and make sure your technical foundations are strong before adding GEO tactics. The conversation focuses on a balanced, long-term approach—starting with the changes that will have the biggest impact, avoiding overwhelm and combining SEO with PR, branding and other marketing efforts.
Whether you’re just starting to explore GEO or looking to refine your strategy, this episode delivers expert guidance on navigating the shift toward a semantic, AI-powered web. GEO isn’t a sprint, but a marathon. Making smart, sustainable moves today can keep your brand visible well into the future. Leader Generation is brought to you by Mod Op. 
About Gareth Cunningham:
Gareth Cunningham stands at the intersection of creativity and analytics in his role as the Director of Search Experience at Mod Op. He leverages his experience in digital marketing to shape the online presence of national and international brands. Gareth consistently delivers strategies that increase organic traffic and improve search rankings for clients. His innovative approaches and dedication to measurable results have cemented his reputation as a dynamic leader in search engine optimization. Gareth can be reached on LinkedIn or at [email protected]. 
About Maurice White:
Maurice White is a seasoned SEO Strategist at Mod Op, with more than a decade of experience in digital strategy, technical SEO, and product management. He focuses on developing search strategies that not only increase a website’s visibility in organic search results but also guide visitors through a thoughtfully–crafted user journey toward conversion. Maurice is actively exploring ways to leverage generative AI technologies to enhance website performance, user engagement and alignment with the evolving digital landscape. Maurice can be reached on LinkedIn or at [email protected]. 
About Patty Parobek:
As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected]. 
 

In this episode of Leader Generation, host Tessa Burg welcomes back Patty Parobek, Mod Op’s VP of AI and ML Transformation, for a candid conversation about how marketers can thrive in the age of “zero click.” 
With Google increasingly providing AI-powered answers directly in search results, fewer people are clicking through to websites. For companies that have long depended on organic traffic, this shift raises an urgent question: What does success look like when clicks aren’t the main measure anymore?
Patty shares fresh insights inspired by Rand Fishkin’s work, breaking down why SEO isn’t dead but why marketers must rethink how they capture attention and build trust. She explains how to uncover where audiences are really being influenced, how to measure success beyond traffic and why investing in research and authenticity is more important than ever.
If you’ve been wondering how to compete when Google answers questions before people ever reach your site, this episode is a must-listen. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Patty Parobek:
As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected].
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].
 

Curious about AI-powered video and audio editing but don’t know where to start? 
In this episode of Leader Generation, Cheryl Boehm and Patty Parobek share their experiences with Descript, an AI-driven tool that simplifies the editing process—even if you have zero experience. They share real-world insights from their hands-on testing, covering both the advantages and limitations of the platform.
Whether you're a marketer, content creator, or someone looking to streamline video production, this episode provides valuable takeaways on how Descript can help you save time, automate tedious editing tasks and improve your workflow.
Leader Generation brought to you by Mod Op. 
 
Contributors:
Patty Parobek, VP of AI Transformation at Mod Op
Cheryl Boehm, Director of Copywriting at Mod Op
 
Guest Host, Cheryl Boehm:
Cheryl Boehm is a digital content writer with 25+ years of marketing experience, primarily in B2B. She strives to deliver the best online experiences to customers and prospects that, ultimately, lead to company growth for clients. She stubbornly insists there’s no single messaging approach that’s right for everyone. Period. So, in her role as Director of Copywriting at Mod Op, Cheryl pushes to personalize content strategy with an individual “cheat code” that empowers each client to reach their end game fastest. 
 

In this episode of Leader Generation, host Patty Parobek is joined by Technical Project Managers, Ian Pescod and Jose Franceschi, who share their hands-on experience testing Microsoft Copilot in Mod Op’s AI Playground. 
Ian and Jose discuss how Microsoft Copilot has helped streamline their workflows, from automatic note-taking in meetings to document formatting and email assistance. They agree that this tool is for anyone who has ever struggled with staying present in meetings while jotting down key takeaways, or looking for ways to boost efficiency in Microsoft apps like Word, Excel and Outlook. 
Ian and Jose provide honest insights into Microsoft Copilot’s strengths, how it compares to other AI tools, and whether it’s worth integrating into your workflow. Tune in to discover if Microsoft Copilot could be worth the investment.
Leader Generation is brought to you by Mod Op. 
 
Contributors:
Ian Pescod, Technical Project Manager at Mod Op
Jose Franceschi, Technical Project Manager at Mod Op
 
Guest Host, Patty Parobek:
As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected].
 

Building on part one of the Responsible Use series, Tessa Burg and Patty Parobek explore how organizations can assess AI tools, minimize risks and scale AI-driven innovations effectively. 
They share a framework—covering everything from understanding data privacy and compliance to evaluating ROI—designed to empower businesses to adopt AI responsibly while driving measurable value. Listeners will also hear about the "AI Playground," a fast-track approach to testing AI tools. 
This episode is packed with actionable insights and real-world examples to help you confidently navigate the world of AI.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. For an executive guide to growth and transformation, check out our book Getting Digital Done, now available on Amazon.
 
About Patty Parobek:
As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected].
 
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].

In part one of a two-part series, Tessa Burg focuses on a critical topic for businesses today: the responsible use of AI. With ChatGPT and other AI tools rapidly reshaping marketing and business, this episode offers a thoughtful exploration of why every organization needs a Responsible Use Policy. 
Tessa outlines practical steps for creating frameworks that safeguard data, inspire confidence in AI experimentation and scale innovation. Listeners will learn how to address the tension between early adopters and skeptics, assess the impact of AI tools on marketing processes and implement policies that protect clients and brands. 
Whether you're just beginning your AI journey or looking to refine your approach, this episode is packed with actionable insights to help you harness AI responsibly and effectively.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. For an executive guide to growth and transformation, check out our book Getting Digital Done, now available on Amazon.
About Patty Parobek:
As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected].
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].

How can businesses use AI while maintaining trust? 
In this episode of Leader Generation, Tessa Burg and Patty Parobek talk about developing AI policies that strike a balance between innovation and responsibility. They discuss how companies can move beyond inconsistent AI adoption and fully integrate AI solutions to enhance efficiency, creativity and growth. Patty also explains how setting clear policies and governance can actually accelerate AI adoption rather than hold it back. 
This episode offers practical steps for marketers working through AI challenges to help them build policies that promote responsibility, inspire trust and encourage innovative use of AI across teams and customer interactions.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Patty Parobek:
As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected].
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].
 

In this episode, Tessa Burg talks with long-time friend and AI transformation expert Patty Parobek about the intersection of AI and marketing. 
Patty draws from her rich marketing strategy and change management background to explore the critical role of aligning AI initiatives with a solid organizational vision. She highlights the power of collaboration, adaptability and positivity in driving successful change and shares valuable insights on the future of AI in marketing. Patty also emphasizes the importance of personalized training and thoughtful implementation to harness AI's potential. 
The episode wraps up with a powerful call to action for leaders to define their “North Star” to guide effective and meaningful transformation. Tune in for inspiration on your own journey to AI and change management.
To learn more and be a leading change agent in your organization, register for MAICON 2024 with coupon code MODOP100, plus meet up with Tessa and members of the Mod Op team. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Patty Parobek:
Patty Parobek, Vice President of Artificial Intelligence Transformation at Mod Op, leads the agency's AI practice group. She spearheads initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected]. 
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].